Introduction to re engineering workshop

iDEA National school of business and technology
NBT Group ® Management Engineering Consulting Team
‫ﻣﻌﻜﻮس‬ ‫ﻣﻬﻨﺪﺳﻲ‬ ‫ﺑﺎ‬ ‫آﺷﻨﺎﻳﻲ‬
‫اﺳﺘﺎن‬ ‫ﺻﻨﻌﺘﻲ‬ ‫ﻫﺎي‬ ‫ﺷﺮﻛﺖ‬ ‫ﺗﻮاﻧﻤﻨﺪﺳﺎزي‬ ‫ﻫﺎي‬ ‫دوره‬ ‫ﻣﺠﻤﻮﻋﻪ‬ ‫از‬
‫ﻣﺠﺮي‬:‫ﺗﻮﺳﻌﻪ‬ ‫ﺑﺮﺗﺮ‬ ‫ﻧﮕﺮش‬ ‫ﺷﺮﻛﺖ‬)‫ﺧﺎص‬ ‫ﺳﻬﺎﻣﻲ‬(
‫ﻣﺪرس‬:‫ﺧﺴﺎره‬ ‫آرﻣﻴﻦ‬
Management Engineering Consultant Team
• @arminkhesareh ; @insobat
nbtgroup

‫ﺧﺴﺎره‬ ‫آرﻣﻴﻦ‬
Armin KHESAREH :
++++98989898 911911911911 339339339339 5208520852085208
++++98989898 910910910910 634634634634 1026102610261026
@arminkhesareh
@insobat
a.khesareh@masterattitude.com
info@masterattitude.com
arminkhesareh@yahoo.com
arminkhesareh@gmail.com
info.attitudeacademy@yahoo.com
December 2017
@insobat : iDEA National School of Business and Technology
re-engineering process
www.masterattitude.com

Ctesibius
(222-285 BC)
Archimedes
( 212-287 BC)
Hero of Alexandria
(10 –70 AC)
Innovation
‫ﻫﺮم‬8‫وﺟﻬﻲ‬‫ﻣﺮﻛﺐ‬‫ﭘﺎﻳﻪ‬
‫ژﻳﺮوﺳﻜﻮپ‬‫در‬‫ﺻﻨﻌﺖ‬
‫ﻫﻮاﻧﻮردي‬‫اﺳﺖ‬
‫داﺧﻞ‬ ‫آب‬ ‫ارﺷﻤﻴﺪس‬ ‫ﻣﺎرﭘﻴﭻ‬
‫رﻳﺨﺖ‬ ‫ﺑﻴﺮون‬ ‫ﻫﺎ‬ ‫ﻛﺸﺘﻲ‬./
‫رﻳﺎﺿﻴﺎت‬/‫و‬ ‫ﻗﺮﻗﺮه‬ ‫ﺳﻴﺴﺘﻢ‬
‫اﺟﺴﺎم‬ ‫ﻛﺮدن‬ ‫ﺑﻠﻨﺪ‬/Tower
Crane/‫ﺣﺴﺎب‬ ‫ﻣﺎﺷﻴﻦ‬
‫ﭘﻴﺸﺮﻓﺘﻪ‬
‫اﺗﻮﻣﺎﺗﻴﻚ‬ ‫درب‬/‫ﻣﻮﺗﻮر‬
‫ﺑﺨﺎر‬
What’s different?
December 2017
‫ﺗﺎرﻳﺨﭽﻪ‬ ‫ﺑﺮ‬ ‫ﺳﺮﻳﻊ‬ ‫ﻣﺮوري‬‫ﺟﻬﺎن‬ ‫در‬ ‫ﻧﻮآوري‬re-engineering process

December 2017
‫ﺗﺎرﻳﺨﭽﻪ‬ ‫ﺑﺮ‬ ‫ﺳﺮﻳﻊ‬ ‫ﻣﺮوري‬‫ﺟﻬﺎن‬ ‫در‬ ‫ﻧﻮآوري‬re-engineering process

December 2017
‫ﺟﻤﻌﻴﺖ‬ ‫اﻧﺪﻳﺸﻲ‬ ‫آﻳﻨﺪه‬ ‫و‬ ‫ﺟﻬﺎن‬ ‫ﺟﻤﻌﻴﺖ‬ ‫رﺷﺪ‬ ‫ﺗﺎرﻳﺨﭽﻪ‬re-engineering process

‫ﺷﺪن‬ ‫اﺧﺘﺮاع‬ ‫ﺣﺎل‬ ‫در‬ ‫آﻳﻨﺪه‬
‫ﺷﻤﺎ‬ ‫ﺑﺪون‬ ‫ﻳﺎ‬ ‫ﺷﻤﺎ‬ ‫ﺑﺎ‬ ، ‫اﺳﺖ‬.
December 2017
‫ﻣﺪﻳﺮﻳﺖ‬ ‫ﻋﻠﻮم‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﺗﺎرﻳﺨﭽﻪ‬ ‫ﺑﺮ‬ ‫ﺳﺮﻳﻊ‬ ‫ﻣﺮوري‬re-engineering process

December 2017
‫ﻣﺪﻳﺮﻳﺖ‬ ‫ﻋﻠﻮم‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﺗﺎرﻳﺨﭽﻪ‬ ‫ﺑﺮ‬ ‫ﺳﺮﻳﻊ‬ ‫ﻣﺮوري‬re-engineering process

December 2017
‫ﺗﺎرﻳﺨﭽﻪ‬ ‫ﺑﺮ‬ ‫ﺳﺮﻳﻊ‬ ‫ﻣﺮوري‬‫ﻣﺪﻳﺮﻳﺖ‬ ‫ﻋﻠﻢ‬-‫ﻛﻴﻔﻴﺖ‬ ‫ﻣﺪﻳﺮﻳﺖ‬re-engineering process

Management emphasis Application period
R&D as a Function Corporate and Government Laboratories 1960 1980
R&D focused on Current business and market needs 1972 1995
Interface between department R&D – Production / R&D – Marketing / Matrix Management 1975 1985
Serves innovation as a business process Project teams and concurrent engineering 1990 1998
Networks of collaborating organization Including business-business and university-industry projects 1995 2002
Core competences 1995 1999
The Virtual R&D organization 1996 2000
R&D “as a business” 1999 2001
Knowledge management 2000 2002
e-business , e-R&D , e-science 2001 2004
December 2017
‫ﺗﺎرﻳﺨﭽﻪ‬ ‫ﺑﺮ‬ ‫ﺳﺮﻳﻊ‬ ‫ﻣﺮوري‬‫ﻣﺪﻳﺮﻳﺖ‬‫ﺗﻮﺳﻌﻪ‬ ‫و‬ ‫ﺗﺤﻘﻴﻖ‬re-engineering process

‫ﭼﻴﺴﺖ؟‬ ‫در‬ ‫ﻏﻨﻲ‬ ‫و‬ ‫ﻓﻘﻴﺮ‬ ‫ﻛﺸﻮرﻫﺎي‬ ‫ﺑﻴﻦ‬ ‫ﺗﻔﺎوت‬
•‫ﻃﺒﻴﻌﻲ‬ ‫ﻣﻨﺎﻳﻊ‬
•‫ﺟﻐﺮاﻓﻴﺎﻳﻲ‬ ‫ﻣﻮﻗﻌﻴﺖ‬
•‫ﭘﻮﻟﻲ‬ ‫ارزش‬ ‫و‬ ‫ﺑﺎﻧﻜﻲ‬ ‫ﺳﻴﺴﺘﻢ‬
•‫ژﺋﻮﭘﻮﻟﻴﺘﻴﻜﺎل‬ ‫ﻣﻮﻗﻌﻴﺖ‬
•‫ﻧﻈﺎﻣﻲ‬ ‫ﻗﺪرت‬
Are you sure?
December 2017
‫ﻋﻠﻮم‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﺗﺎرﻳﺨﭽﻪ‬ ‫ﺑﺮ‬ ‫ﺳﺮﻳﻊ‬ ‫ﻣﺮوري‬re-engineering process

JAPAN
80% mountain
But :
• The second largest Economy in the world.
• Big float and huge Factory
• The best SCM
• The best quality
• Hi-tech product
Example 1:
December 2017
‫ﻣﻮﻗﻌﻴﺖ‬ ‫ﺑﺮرﺳﻲ‬‫ژاﭘﻦ‬re-engineering process

‫ﺳﻮﺋﻴﺲ‬ ‫ﻣﻮﻗﻌﻴﺖ‬ ‫ﺑﺮرﺳﻲ‬
SWISS
Without any Cacao
But :
• The largest Chocolate Exporter in the world
• The expensive Chocolate
• The best Cheeses in the world
• The best and Safe Banking system
Example 2:
December 2017

December 2017
‫ﺟﻬﺎن‬ ‫در‬ ‫ﻫﻠﻨﺪ‬ ‫ﻣﻮﻗﻌﻴﺖ‬ ‫و‬ ‫ﻛﺸﺎورزي‬ ‫ﺻﻨﻌﺖ‬ ‫ﺑﺮرﺳﻲ‬re-engineering process

‫ﻫﻠﻨﺪ‬ ‫ﻣﻮﻗﻌﻴﺖ‬ ‫راز‬
20‫از‬ ‫ﺣﺎﺻﻞ‬ ‫درآﻣﺪ‬ ‫دﻻر‬ ‫ﻣﻴﻠﻴﺎرد‬
‫ﺧﻮراﻛﻲ‬ ‫ﺻﺪف‬ ‫ﺻﺎدرات‬
‫ﻫﻠﻨﺪ‬ ‫ﻣﺸﺨﺼﺎت‬:
‫ﺟﻤﻌﻴﺖ‬:17‫ﻧﻔﺮ‬ ‫ﻣﻴﻠﻴﻮن‬
‫ﻣﺴﺎﺣﺖ‬:270‫اﻣﺮﻳﻜﺎ‬ ‫از‬ ‫ﻛﻮﭼﻜﺘﺮ‬ ‫ﺑﺮاﺑﺮ‬
‫ﻛﺸﺖ‬ ‫زﻳﺮ‬ ‫ﻣﺴﺎﺣﺖ‬ ‫ﻛﻞ‬:94‫ﻣﺮﺑﻊ‬ ‫ﻛﻴﻠﻮﻣﺘﺮ‬
‫ﻣﺤﺼﻮﻻت‬ ‫ﻛﻨﻨﺪه‬ ‫ﺻﺎدر‬ ‫دوﻣﻴﻦ‬
‫ﺟﻬﺎن‬ ‫ﻛﺸﺎورزي‬ ‫ﻏﺬاﻳﻲ‬
160‫ﮔﻞ‬ ‫ﺻﺎدرات‬ ‫از‬ ‫دﻻر‬ ‫ﻣﻴﻠﻴﺎرد‬
‫ﺳﺒﺰي‬ ‫داﻧﻪ‬ ‫ﺟﻬﺎﻧﻲ‬ ‫ﺗﺠﺎرت‬ ‫ﺳﻮم‬ ‫ﻳﻚ‬
‫ﺧﻮراﻛﻲ‬ ‫ﻫﺎي‬
80%‫ﮔﻠﺨﺎﻧﻪ‬ ‫در‬ ، ‫ﻫﻠﻨﺪ‬ ‫در‬ ‫ﮔﻞ‬ ‫ﺗﻮﻟﻴﺪ‬
‫ﮔﻴﺮد‬ ‫ﻣﻲ‬ ‫ﺻﻮرت‬ ‫ﭘﻴﺸﺮﻓﺘﻪ‬ ‫ﻫﺎي‬.
December 2017

December 2017
‫ﺑﺎﻻ‬ ‫ﺗﻜﻨﻮﻟﻮژي‬ ‫از‬ ‫ﮔﻴﺮي‬ ‫ﺑﻬﺮه‬
‫آب‬ ‫و‬ ‫اﻧﺮژي‬ ‫ﻣﺼﺮف‬ ‫ﻛﺎﻫﺶ‬ ‫در‬
1
‫ﻫﺎي‬ ‫ﻛﺶ‬ ‫آﻓﺖ‬ ‫ﺣﺬف‬‫و‬ ‫ﺷﻴﻤﻴﺎﻳﻲ‬
‫ﻃﻴﻮر‬ ‫و‬ ‫دام‬ ‫ﺻﻨﻌﺖ‬ ‫در‬ ‫ﺑﻴﻮﺗﻴﻚ‬ ‫آﻧﺘﻲ‬
2
‫زﻣﻴﻦ‬ ‫ﮔﺮﻣﺎﻳﻲ‬ ‫اﻧﺮژي‬ ‫از‬ ‫ﮔﻴﺮي‬ ‫ﺑﻬﺮه‬
)Geothermal(
3
‫ﻫﻴﺪورﭘﻮﻧﻴﻚ‬ ‫ﻛﺸﺎورزي‬
‫و‬‫ﺧﺎك‬ ‫ﺑﺪون‬ ‫ﻛﺸﺎورزي‬ ‫ﻣﺤﺼﻮﻻت‬ ‫ﺗﻮﻟﻴﺪ‬
4
‫ﻫﻠﻨﺪ‬ ‫ﻣﻮﻗﻌﻴﺖ‬ ‫راز‬re-engineering process

‫ﻫﻠﻨﺪ‬ ‫ﻣﻮﻗﻌﻴﺖ‬ ‫راز‬
December 2017
Hi-Technology
R&D Center focus on Basic Research
Integrated System

‫ﻳﺎﻓﺘﻪ‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﻛﺸﻮرﻫﺎي‬ ‫ﺳﺮاﻧﻪ‬ ‫درآﻣﺪ‬ ‫رﺷﺪ‬ ‫ﺑﺮرﺳﻲ‬
For Doubling People Income
in Industrial Revolution The First of The End of
20 Century 20 Century
What’s the Problem?
December 2017

‫ﺑﺎزار‬ ‫رﺷﺪ‬ ‫روﻧﺪ‬ ‫ﺑﺮ‬ ‫ﺳﺮﻳﻊ‬ ‫ﻣﺮوري‬
December 2017

December 2017
‫ﺗﻮﻟﻴﺪ‬ ‫ﺻﻨﺎﻳﻊ‬ ‫ﭘﻴﭽﻴﺪﮔﻲ‬ ‫ﺑﺮرﺳﻲ‬re-engineering process

December 2017
‫شناساﯾی‬‫بر‬‫موثر‬‫عوامل‬
‫توليد‬‫ھای‬‫سيستم‬
‫حجم‬)‫مقدار‬(‫توليد‬
‫محصوالت‬ ‫تنوع‬ ‫ميزان‬
‫توليد‬ ‫انقطعاع‬ ‫امکان‬
‫توليدی‬ ‫تجھيزات‬
‫ساخت‬ ‫جرﯾان‬ ‫در‬ ‫موجودی‬ ‫ميزان‬
‫مشتری‬ ‫نظرات‬ ‫تاثير‬ ‫ميزان‬
‫ﺗﻮﻟﻴﺪ‬ ‫ﻫﺎي‬ ‫ﺳﻴﺴﺘﻢ‬ ‫ﺑﻨﺪي‬ ‫دﺳﺘﻪ‬ ‫ﻋﻮاﻣﻞ‬re-engineering process

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‫ﺷﺪ‬ ‫ﺗﻮﺟﻪ‬ ‫زﻣﺎﻧﻲ‬ ‫ﺗﻮاﻟﻲ‬ ‫اﺳﺎس‬ ‫ﺑﺮ‬ ‫و‬ ‫ﻣﻮﺿﻮع‬ ‫دو‬ ‫ﺑﻪ‬ ‫ﺻﻨﻌﺘﻲ‬ ‫اﻧﻘﻼب‬ ‫در‬:
-‫ﺑﺎﻻ‬ ‫ﺳﺮﻋﺖ‬ ‫ﺑﺎ‬ ‫ﺗﻮﻟﻴﺪ‬
-‫ﺗﻮﻟﻴﺪ‬ ‫ﺗﻴﺮاژ‬ ‫اﻓﺰاﻳﺶ‬
‫رﺷﺪ‬‫ﻫﺎي‬ ‫ﺗﻜﻨﻮﻟﻮژي‬‫ﺗﻮﻟﻴﺪ‬
‫ﺗﻤﺮﻛﺰ‬ ‫ﻧﻘﻄﻪ‬:
‫ﻣﺪﻳﺮﻳﺖ‬ ‫داﻧﺶ‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﺗﻤﺮﻛﺰ‬)‫ﻣﺮوري‬‫ﻣﻄﺎﻟﺐ‬ ‫ﺑﺮ‬‫ﮔﺬﺷﺘﻪ‬(
December 2017

‫ﻣﻨﺎﺑﻊ‬ ‫ﻛﻤﺒﻮد‬
‫ﺟﻤﻌﻴﺖ‬ ‫ﻓﺰاﻳﻨﺪه‬ ‫رﺷﺪ‬
‫ﺻﻨﻌﺘﻲ‬ ‫ﻛﺎرﺧﺎﻧﺠﺎت‬ ‫در‬ ‫ﺗﻮﻟﻴﺪ‬ ‫ﺑﺎﻻي‬ ‫ﺗﻴﺮاژ‬
‫ﻋﻠﻮم‬ ‫ﺳﺎﻳﺮ‬ ‫ﺑﻪ‬ ‫ﻧﺴﺒﺖ‬ ‫ﺻﻨﻌﺖ‬ ‫ﭘﻴﺸﺮوي‬
‫ﺷﺪن‬ ‫ﺟﻬﺎﻧﻲ‬
‫ﺗﻜﻨﻮﻟﻮژي‬ ‫اﻧﻘﻼب‬
‫ﺷﺪه‬ ‫ﺗﻤﺎم‬ ‫ﺑﻬﺎي‬ ‫ﻛﺎﻫﺶ‬
‫ارﺗﺒﺎﻃﺎت‬ ‫ﺗﻮﺳﻌﻪ‬
‫زﻣﺎن‬ ‫ﭘﺎﻳﻪ‬ ‫ﺑﺮ‬ ‫رﻗﺎﺑﺖ‬
‫رﻗﺎﺑﺘﻲ‬ ‫ﻣﺰﻳﺖ‬
Competitive AdvantageCompetitive AdvantageCompetitive AdvantageCompetitive Advantage
‫ﻣﺪﻳﺮﻳﺖ‬ ‫داﻧﺶ‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﺗﻤﺮﻛﺰ‬)‫ﮔﺬﺷﺘﻪ‬ ‫ﻣﻄﺎﻟﺐ‬ ‫ﺑﺮ‬ ‫ﻣﺮوري‬(
December 2017

‫؟‬ ‫ﺗﺤﻮل‬ ‫ﺑﻪ‬ ‫ﻧﻴﺎز‬ ‫ﻻزﻣﻪ‬
December 2017
‫ﻣﺪﻳﺮﻳﺖ‬ ‫داﻧﺶ‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﺗﻤﺮﻛﺰ‬)‫ﮔﺬﺷﺘﻪ‬ ‫ﻣﻄﺎﻟﺐ‬ ‫ﺑﺮ‬ ‫ﻣﺮوري‬(re-engineering process

1-‫ﻧﻴﺴﺘﻴﻢ‬ ‫ﺧﻮد‬ ‫ﻣﺤﺼﻮل‬ ‫ﻓﺮوش‬ ‫ﺑﻪ‬ ‫ﻗﺎدر‬ ، ‫ﺗﻮﻟﻴﺪ‬ ‫ﺗﻴﺮاژ‬ ‫اﻓﺰاﻳﺶ‬ ‫ﺑﻪ‬ ‫ﺗﻮﺟﻪ‬ ‫ﺑﺎ‬ ‫ﭼﺮا‬‫؟‬
2-‫؟‬ ‫ﺷﻮﻧﺪ‬ ‫ﻣﻲ‬ ‫ﻣﻨﻄﻘﻪ‬ ‫وارد‬ ‫ﻛﻤﻲ‬ ‫ﮔﺮدﺷﮕﺮان‬ ‫ﺗﻌﺪاد‬ ، ‫ﺗﻮرﻳﺴﺖ‬ ‫ﺟﺬب‬ ‫اﻣﻜﺎﻧﺎت‬ ‫داﺷﺘﻦ‬ ‫ﺑﺎ‬ ‫ﭼﺮا‬
3-‫ﭼﺮا‬‫و‬ ‫ﺑﺎزارﻳﺎﺑﻲ‬ ‫ﻫﺎي‬ ‫ﺳﻴﺴﺘﻢ‬ ، ‫ﺑﺸﺮ‬ ‫داﻧﺶ‬ ‫اﻓﺰاﻳﺶ‬ ‫ﺑﺎ‬R&D‫ﻛﺮدﻧﺪ‬ ‫رﺷﺪ‬‫؟‬
December 2017
‫ﻣﺪﻳﺮﻳﺖ‬ ‫داﻧﺶ‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﺗﻤﺮﻛﺰ‬)‫ﮔﺬﺷﺘﻪ‬ ‫ﻣﻄﺎﻟﺐ‬ ‫ﺑﺮ‬ ‫ﻣﺮوري‬(re-engineering process

‫اﻣﺮوز‬ ‫ﺑﺎزار‬ ‫در‬ ‫ﻫﺎ‬ ‫ﺑﻨﮕﺎه‬ ‫ﻫﺎي‬ ‫ﭼﺎﻟﺶ‬:
(١‫زﻧﻲ‬ ‫ﭼﺎﻧﻪ‬ ‫ﻗﺪرت‬ ‫اﻓﺰاﻳﺶ‬
(٢‫ﻣﺸﺘﺮﻳﺎن‬ ‫ﻃﻠﺒﻲ‬ ‫ﺗﻨﻮع‬
‫ﺑﺪﻟﻴﻞ‬ ‫ﻫﺎ‬ ‫ﺑﻨﮕﺎه‬ ‫واﻗﻊ‬ ‫در‬
•‫ﻣﺤﺼﻮل‬ ‫از‬ ‫ﺻﺤﻴﺢ‬ ‫ﺗﻌﺮﻳﻒ‬ ‫ﻋﺪم‬
•‫ﺑﺎزار‬ ‫از‬ ‫ﺻﺤﻴﺢ‬ ‫ﺗﻌﺮﻳﻒ‬ ‫ﻋﺪم‬ ‫و‬
‫ﻣﻮاﺟـﻪ‬ ‫ﺑﺎزار‬ ‫در‬ ‫ﻧﺎﻣﻄﻤﺌﻦ‬ ‫ﺷﺮاﻳﻄﻲ‬ ‫و‬ ‫ﻣﻮاﻧﻊ‬ ‫و‬ ‫ﻫﺎ‬ ‫ﭼﺎﻟﺶ‬ ‫ﺑﺎ‬
‫ﺷﻮﻧﺪ‬ ‫ﻣﻲ‬.
December 2017

‫اﻣﺮوز‬ ‫ﺑﺎزار‬
‫ﺑﺎﺷﺪ‬ ‫ﺗﺮ‬ ‫رﻗﺎﺑﺘﻲ‬ ‫ﺑﺎزار‬ ‫ﭼﻘﺪر‬ ‫ﻫﺮ‬:
•، ‫ﻫﺎ‬ ‫ﭼﺎﻟﺶ‬
•‫ﻫﺎ‬ ‫ﭘﻴﭽﻴﺪﮔﻲ‬
•‫ﻣﺨﺎﻃﺮات‬ ‫و‬
‫ﻳﺎﺑﺪ‬ ‫ﻣﻲ‬ ‫اﻓﺰاﻳﺶ‬ ‫ﻧﻴﺰ‬.
‫ﻣﺸﺘﺮي‬ ‫ﻧﺎﭘﺬﻳﺮ‬ ‫ﺳﻴﺮي‬ ‫اﻧﺘﻈﺎرات‬
December 2017

‫اﻣﺮوز‬ ‫ﺑﺎزار‬ ‫ﻛﺎر‬ ‫و‬ ‫ﻛﺴﺐ‬ ‫وﺿﻌﻴﺖ‬
‫ﺑﻴﻦ‬ ‫ﻛﻪ‬ ‫ﺑﺎﺷﻴﺪ‬ ‫آﮔﺎه‬ ، ‫اﻣﺮوز‬ ‫ﻛﺎر‬ ‫و‬ ‫ﻛﺴﺐ‬ ‫در‬10‫اﻟﻲ‬15‫از‬ ‫درﺻـﺪ‬
‫ﻣـﻲ‬ ‫دﺳـﺖ‬ ‫از‬ ‫ﺧـﻮد‬ ‫ﺧﺪﻣﺎت‬ ‫ﺿﻌﻒ‬ ‫ﻋﻠﺖ‬ ‫ﺑﻪ‬ ‫را‬ ‫ﺧﻮد‬ ‫ﻣﺸﺘﺮﻳﺎن‬
‫دﻫﻴﻢ‬
•‫ﻓﻘﻂ‬4%‫ﻫـﺎي‬ ‫آﻣـﺎر‬ ‫در‬ ‫ﻣﺘﻮﺳـﻂ‬ ‫ﺑﻄﻮر‬ ‫ﻧﺎراﺿﻲ‬ ‫ﻣﺸﺘﺮﻳﺎن‬
‫ﻛﻨﻨﺪ‬ ‫ﻣﻲ‬ ‫ﺷﻜﺎﻳﺖ‬ ‫ﺟﻬﺎﻧﻲ‬
December 2017

‫ﻣﺸﺘﺮﻳﺎن‬ ‫رﻓﺘﻦ‬ ‫ازدﺳﺖ‬ ‫روﻧﺪ‬ ‫ﺑﺮرﺳﻲ‬:
10%‫ﻣﺮگ‬
3%‫اﻧﺘﻘﺎل‬ ‫و‬ ‫ﻧﻘﻞ‬
5%‫ﻛﻨﻨﺪه‬ ‫ﺗﺎﻣﻴﻦ‬ ‫ﺗﻐﻴﻴﺮ‬
9%‫رﻗﺎﺑﺘﻲ‬ ‫ﺑﺎزار‬
14%‫ﻧﺎﺧﺸﻨﻮدي‬
68%‫ﻣﺘﻤﺎﻳﺰ‬ ‫ارزش‬ ‫درﻳﺎﻓﺖ‬ ‫ﻋﺪم‬
December 2017

‫ﻓﺮوش‬ ‫آورد‬ ‫دﺳﺖ‬
، ‫ﻓﺮوش‬‫ﻣﺸﺘﺮي‬ ‫رﺿﺎﻳﺖ‬ ‫ﻓﺮوﺧﺘﻦ‬‫ﻓـﺮوش‬ ‫ﻧﻪ‬ ‫اﺳﺖ‬ ‫ﻣﺸﺘﺮي‬ ‫ﺑﻪ‬
‫ﻛﺎﻻ‬ ‫ﻳﺎ‬ ‫ﺧﺪﻣﺎت‬
‫ﻓﺮوش‬ ‫آورد‬ ‫دﺳﺖ‬:
•‫اﻋﺘﻤﺎد‬ ‫ﺟﻠﺐ‬‫و‬
•‫ﻣﺸﺘﺮي‬ ‫وﻓﺎداري‬
‫اﺳﺖ‬.
December 2017

‫ﻋﻠﺖ‬‫؟‬ ‫ﭼﻴﺴﺖ‬ ‫ﻣﺸﺘﺮﻳﺎن‬ ‫و‬ ‫ﺑﺎزار‬ ‫در‬ ‫ﺗﻐﻴﻴﺮات‬
•‫ﺑﺎزار‬ ‫در‬ ‫رﻗﺎﺑﺖ‬ ‫ﺗﺸﺪﻳﺪ‬
•‫ﻣﺸﺘﺮﻳﺎن‬ ‫ﺷﺪن‬ ‫ﮔﻴﺮ‬ ‫ﺳﺨﺖ‬
•‫ﻣﺸﺘﺮﻳﺎن‬ ‫آﮔﺎﻫﻲ‬ ‫و‬ ‫اﻃﻼﻋﺎت‬ ‫رﻓﺘﻦ‬ ‫ﺑﺎﻻ‬
•‫ﻣﺸﺘﺮﻳﺎن‬ ‫زﻧﻲ‬ ‫ﭼﺎﻧﻪ‬ ‫ﻗﺪرت‬ ‫اﻓﺰاﻳﺶ‬
•‫ﺧﺪﻣﺎت‬ ‫و‬ ‫ﻛﺎﻻ‬ ‫ﺑﻪ‬ ‫دﺳﺘﺮﺳﻲ‬ ‫ﺷﺒﻜﻪ‬ ‫ﮔﺴﺘﺮش‬
•‫ﻣﺤﺼﻮل‬ ‫ﻋﻤﺮ‬ ‫ﻣﻨﺤﻨﻲ‬ ‫ﺷﺪن‬ ‫ﻛﻮﺗﺎه‬
•‫ﺗﻜﻨﻮﻟﻮژي‬ ‫ﺗﻮﺳﻌﻪ‬ ‫و‬ ‫ﺗﻐﻴﻴﺮات‬
•‫و‬....
December 2017

‫ﻣﻲ‬ ‫ﻧﺮم‬ ‫ﭘﻨﺠﻪ‬ ‫و‬ ‫دﺳﺖ‬ ‫آن‬ ‫ﺑﺎ‬ ‫ﺣﺎﺿﺮ‬ ‫ﻋﺼﺮ‬ ‫در‬ ‫ﺷﺮﻛﺘﻬﺎ‬ ‫ﻛﻪ‬ ‫ﻣﺸﻜﻠﻲ‬
، ‫ﻧﻴﺴﺖ‬ ‫ﻛﺎﻻﻫﺎ‬ ‫ﻛﻤﺒﻮد‬ ‫ﻛﻨﻨﺪ‬‫اﺳﺖ‬ ‫ﻣﺸﺘﺮﻳﺎن‬ ‫ﻛﻤﺒﻮد‬ ‫ﺑﻠﻜﻪ‬.
‫ﻛـﻪ‬ ‫ﻣﻘـﺪاري‬ ‫آن‬ ‫از‬ ‫ﺑﻴﺸﺘﺮ‬ ‫ﺧﻴﻠﻲ‬ ‫ﺗﻮاﻧﻨﺪ‬ ‫ﻣﻲ‬ ‫ﺟﻬﺎن‬ ‫ﺻﻨﺎﻳﻊ‬ ‫اﻏﻠﺐ‬
‫ﺗﻮﻟﻴـﺪ‬ ، ‫ﻛﻨﻨـﺪ‬ ‫ﺧﺮﻳـﺪاري‬ ‫ﺗﻮاﻧﻨـﺪ‬ ‫ﻣﻲ‬ ‫ﺟﻬﺎﻧﻲ‬ ‫ﻛﻨﻨﺪﮔﺎن‬ ‫ﻣﺼﺮف‬
‫ﻧﻤﺎﻳﻨﺪ‬.
December 2017
‫ﺣﺎﺿﺮ‬ ‫ﻋﺼﺮ‬ ‫در‬ ‫اﻗﺘﺼﺎدي‬ ‫ﻫﺎي‬ ‫ﺑﻨﮕﺎه‬ ‫ﻣﺸﻜﻞ‬ ‫ﺑﺰﮔﺘﺮﻳﻦ‬re-engineering process

‫ﮔﺬار‬ ‫دوران‬
‫در‬ ‫ﻣﺎ‬‫ﮔﺬار‬ ‫دوره‬‫ﻛـﻪ‬ ‫اي‬ ‫دوره‬ ‫ﻳـﻚ‬ ‫از‬ ‫ﮔـﺬار‬ ،‫ﻫﺴـﺘﻴﻢ‬
‫روﻳﻜﺮد‬ ‫ﺑﺎ‬ ‫ﺻﻨﻌﺘﻲ‬ ‫ﻫﺎي‬ ‫ﺑﻨﮕﺎه‬ ‫ﻣﺪﻳﺮان‬‫و‬ ‫ﻣﺤـﻮري‬ ‫ﻧﻬـﺎده‬
‫ﮔﺮاﻳﻲ‬ ‫ﺗﻮﻟﻴﺪ‬‫ﻓـﺮوش‬ ‫ﺑـﺮاي‬ ‫اي‬ ‫دﻏﺪﻏـﻪ‬ ‫ﮔﻮﻧﻪ‬ ‫ﻫﺮ‬ ‫ﺑﺪون‬
‫دﻏﺪﻏـﻪ‬ ‫ﺗـﺮﻳﻦ‬ ‫ﻣﻬﻢ‬ ‫ﻛﻪ‬ ‫اي‬ ‫دوره‬ ‫ﺑﻪ‬ ، ‫ﻛﺮدﻧﺪ‬ ‫ﻣﻲ‬ ‫ﻓﻌﺎﻟﻴﺖ‬
‫دﺳـﺘﻴﺎﺑﻲ‬ ‫ﺑﺮاي‬ ‫و‬ ‫ﺑﻮده‬ ‫آﻧﻬﺎ‬ ‫ﺗﻮﻟﻴﺪات‬ ‫ﻓﺮوش‬ ‫ﻣﺪﻳﺮان‬ ‫اﻳﻦ‬
‫ﺑﻪ‬ ‫را‬ ‫ﺧﻮد‬ ‫روﻳﻜﺮد‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﻣﺠﺒﻮر‬ ‫ﻫﺪف‬ ‫اﻳﻦ‬ ‫ﺑﻪ‬‫ﺳـﺘﺎﻧﺪه‬
‫ﻣﺤﻮري‬‫و‬‫ﺑﺎزارﮔﺮاﻳﻲ‬‫دﻫﻨﺪ‬ ‫ﺗﻐﻴﻴﺮ‬.
December 2017

‫دوران‬‫ﮔﺬار‬)‫اداﻣﻪ‬(
‫ﻛـﻪ‬ ‫ﮔﻔﺘﻨـﺪ‬ ‫ﻣﻲ‬ ‫ﻛﻨﻨﺪﮔﺎن‬ ‫ﺗﻮﻟﻴﺪ‬ ، ‫ﺻﻨﻌﺘﻲ‬ ‫اﻧﻘﻼب‬ ‫دوره‬ ‫در‬
‫را‬ ‫آن‬ ‫آﻳـﺎ‬ ،‫ﻛﻨـﻴﻢ‬ ‫ﻣـﻲ‬ ‫ﺗﻮﻟﻴـﺪ‬ ‫ﻣﻦ‬ ‫ﻛﻪ‬ ‫اﺳﺖ‬ ‫ﻣﺤﺼﻮﻟﻲ‬ ‫اﻳﻦ‬
‫ﻛﻨﻴﺪ؟‬ ‫ﻣﻲ‬ ‫ﺧﺮﻳﺪاري‬
‫ﭘﺮﺳـﺪ‬ ‫ﻣﻲ‬ ‫ﻛﻨﻨﺪه‬ ‫ﺗﻮﻟﻴﺪ‬ ‫از‬ ‫ﻛﻨﻨﺪه‬ ‫ﻣﺼﺮف‬ ، ‫اﻣﺮوز‬ ‫ﺑﺎزار‬ ‫در‬:
‫ﺗﻮﻟﻴـﺪ‬ ‫را‬ ‫آن‬ ‫آﻳـﺎ‬ ، ‫ﺧـﻮاﻫﻢ‬ ‫ﻣـﻲ‬ ‫ﻣـﻦ‬ ‫ﻛﻪ‬ ‫اﺳﺖ‬ ‫ﭼﻴﺰي‬ ‫اﻳﻦ‬
‫ﻛﺮد؟‬ ‫ﺧﻮاﻫﻴﺪ‬
‫واﻧﺪرﻣﻦ‬ ‫ﻟﺴﺘﺮ‬
December 2017

‫ﮔﺬار‬ ‫دوران‬)‫اداﻣﻪ‬(
‫ﺻﻨﻌﺘﻲ‬ ‫ﻋﺼﺮ‬ ‫در‬:
‫ﻃﺮﻳﻖ‬ ‫از‬ ‫ﻋﻤﺪﺗﺎ‬ ‫ﺳﺎزﻣﺎﻧﻬﺎ‬ ‫آﻓﺮﻳﻨﻲ‬ ‫ارزش‬‫ﺳﺨﺖ‬ ‫ﺑﻜﺎرﮔﻴﺮي‬
‫ﺗﻮﻟﻴﺪ‬ ‫اﻓﺰارﻫﺎي‬‫ﺑﻮد‬.
‫داﻧﺶ‬ ‫ﺑﺮ‬ ‫ﻣﺒﺘﻨﻲ‬ ‫اﻗﺘﺼﺎد‬ ‫و‬ ‫اﻃﻼﻋﺎت‬ ‫ﻋﺼﺮ‬ ‫در‬:
‫ﺑﻜـﺎرﮔﻴﺮي‬ ‫ﻃﺮﻳﻖ‬ ‫از‬ ‫ﻋﻤﺪﺗﺎ‬ ‫ﺳﺎزﻣﺎﻧﻬﺎ‬ ‫آﻓﺮﻳﻨﻲ‬ ‫ارزش‬‫ﻣﻐـﺰ‬
‫اﻓﺰار‬‫و‬‫ﻧﺎﻣﺸﻬﻮد‬ ‫ﻫﺎي‬ ‫داراﺋﻲ‬‫اﺳﺖ‬.
December 2017

‫ﻛﻨﻴﺪ‬ ‫اﻧﺘﺨﺎب‬ ‫را‬ ‫راه‬ ‫ﻳﻚ‬ ، ‫ﺟﻬﺎﻧﻲ‬ ‫ﺑﺎزار‬ ‫در‬ ‫ﺑﺎﻻ‬ ‫رﻗﺎﺑﺖ‬ ‫ﺑﻪ‬ ‫رﺳﻴﺪن‬ ‫ﺑﺮاي‬:
‫ھا‬ ‫شرکت‬
Producer
‫کننده‬ ‫توليد‬
‫دانش‬
‫محصول‬
Consumer
‫کننده‬ ‫مصرف‬
‫دﯾگران‬ ‫دانش‬
‫دﯾگران‬ ‫محصول‬
December 2017
‫ﮔﺬار‬ ‫دوران‬)‫اداﻣﻪ‬(re-engineering process

‫ﺷﺮﻛﺘﻬﺎ‬ ‫ﺑﺎزار‬ ‫ارزش‬ ‫در‬ ‫ﻧﺎﻣﺸﻬﻮد‬ ‫داراﺋﻴﻬﺎي‬ ‫ﺳﻬﻢ‬
83%
68%
32%
20% 16%
17%
32%
68%
80% 84%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1975 1985 1995 2005 2015
intangible Assete
Tangible Assete
December 2017

‫ﺷﺮﻛﺘﻬﺎ‬ ‫ﺑﺎزار‬ ‫ارزش‬ ‫در‬ ‫ﻧﺎﻣﺸﻬﻮد‬ ‫داراﺋﻴﻬﺎي‬ ‫ﺳﻬﻢ‬
December 2017

December 2017
‫ﻣﻨﺤﺼﺮ‬‫ﺑﻮدن‬‫ﺑﻪ‬‫ﺗﻨﻬﺎﻳﻲ‬‫ﻫﻴﭻ‬‫ارزﺷﻲ‬‫در‬‫ﺧﻮد‬‫ﻧﺪارد‬،‫ﻣﮕﺮ‬
‫اﻳﻨﻜﻪ‬‫ﺑﻪ‬‫ﻣﺸﺘﺮي‬‫ارزﺷﻲ‬‫را‬‫ﻣﻨﺘﻘﻞ‬‫ﻛﻨﺪ‬.
Being UNIQUE has no value in itself,
unless it gives the customer something
of value.
‫ﺧﻼﻗﻴﺖ‬ ‫در‬ ‫اﺻﻠﻲ‬ ‫ﮔﺎم‬ ‫ﺳﻪ‬re-engineering process

December 2017
‫ﻧﻮآوري‬ ‫و‬ ‫ﺧﻼﻗﻴﺖ‬
Copy
Transform
Combine
Innovation
& Creativity
1% Idea
99% Execution
‫دادن‬ ‫اﻧﺠﺎم‬:‫ﻧﻴﺴﺘﻴﻢ‬ ‫آن‬ ‫دﻳﺪن‬ ‫ﺑﻪ‬ ‫ﻗﺎدر‬ ‫ﻛﻪ‬ ‫آﻧﭽﻪ‬ ‫اﻳﺠﺎد‬‫ﻧﻴﺴﺘﻴﻢ‬ ‫آن‬ ‫دﻳﺪن‬ ‫ﺑﻪ‬ ‫ﻗﺎدر‬ ‫ﻛﻪ‬ ‫آﻧﭽﻪ‬ ‫اﻳﺠﺎد‬‫ﻧﻴﺴﺘﻴﻢ‬ ‫آن‬ ‫دﻳﺪن‬ ‫ﺑﻪ‬ ‫ﻗﺎدر‬ ‫ﻛﻪ‬ ‫آﻧﭽﻪ‬ ‫اﻳﺠﺎد‬‫ﻧﻴﺴﺘﻴﻢ‬ ‫آن‬ ‫دﻳﺪن‬ ‫ﺑﻪ‬ ‫ﻗﺎدر‬ ‫ﻛﻪ‬ ‫آﻧﭽﻪ‬ ‫اﻳﺠﺎد‬
‫ﻛﺮدن‬ ‫ﺑﺮﻗﺮار‬ ‫ارﺗﺒﺎط‬:‫ﻫﺎ‬ ‫اﻳﺪه‬ ‫و‬ ‫ﻣﺸﺘﺮﻳﺎن‬ ‫ﺑﻴﻦ‬ ‫ارﺗﺒﺎط‬ ‫ﺑﺮﻗﺮاري‬‫ﻫﺎ‬ ‫اﻳﺪه‬ ‫و‬ ‫ﻣﺸﺘﺮﻳﺎن‬ ‫ﺑﻴﻦ‬ ‫ارﺗﺒﺎط‬ ‫ﺑﺮﻗﺮاري‬‫ﻫﺎ‬ ‫اﻳﺪه‬ ‫و‬ ‫ﻣﺸﺘﺮﻳﺎن‬ ‫ﺑﻴﻦ‬ ‫ارﺗﺒﺎط‬ ‫ﺑﺮﻗﺮاري‬‫ﻫﺎ‬ ‫اﻳﺪه‬ ‫و‬ ‫ﻣﺸﺘﺮﻳﺎن‬ ‫ﺑﻴﻦ‬ ‫ارﺗﺒﺎط‬ ‫ﺑﺮﻗﺮاري‬
‫ﺗﻔﺎوت‬ ‫اﻳﺠﺎد‬:‫ﻛﻨﻴﺪ‬ ‫ﻧﻮآوري‬ ، ‫ﻫﺎ‬ ‫اﻳﺪه‬ ‫ﺗﺮﻛﻴﺐ‬ ‫ﺑﺎ‬‫ﻛﻨﻴﺪ‬ ‫ﻧﻮآوري‬ ، ‫ﻫﺎ‬ ‫اﻳﺪه‬ ‫ﺗﺮﻛﻴﺐ‬ ‫ﺑﺎ‬‫ﻛﻨﻴﺪ‬ ‫ﻧﻮآوري‬ ، ‫ﻫﺎ‬ ‫اﻳﺪه‬ ‫ﺗﺮﻛﻴﺐ‬ ‫ﺑﺎ‬‫ﻛﻨﻴﺪ‬ ‫ﻧﻮآوري‬ ، ‫ﻫﺎ‬ ‫اﻳﺪه‬ ‫ﺗﺮﻛﻴﺐ‬ ‫ﺑﺎ‬

Big Think
ssǝɔoɹd ǝɥʇ ǝƃuǝllɐɥɔ
December 2017
In the next 30 days, you can change the world by doing just 3 things.

December 2017
‫ﻧﻮآوري‬ ‫و‬ ‫ﺧﻼﻗﻴﺖ‬
Copy Transform Combine

December 2017
re-engineering process Mass Production improvement

‫ﻳﺪي؟‬ ‫ﻳﺎ‬ ‫ﻋﻠﻤﻲ‬ ‫ﻛﺎرﻛﻨﺎن‬
‫دراﻛﺮ‬ ‫ﭘﻴﺘﺮ‬‫ﻗـﺮن‬ ‫در‬ ‫ﻛـﻪ‬ ‫اﺳـﺖ‬ ‫ﻣﻌﺘﻘﺪ‬21‫و‬ ‫ﻣـﺪﻳﺮان‬ ،
، ‫ﻳـﺪي‬ ‫ﻛﺎرﻛﻨـﺎن‬ ‫و‬ ‫ﻣـﺪﻳﺮان‬ ‫ﺟـﺎﻳﮕﺰﻳﻦ‬ ‫ﻋﻠﻤﻲ‬ ‫ﻛﺎرﻛﻨﺎن‬
‫ﺿﺮورت‬ ‫ﻳﻚ‬ ‫اﻣﺮ‬ ‫اﻳﻦ‬ ‫و‬ ‫ﺷﺪ‬ ‫ﺧﻮاﻫﻨﺪ‬ ‫ﺳﻨﺘﻲ‬ ‫و‬ ‫ﻏﻴﺮﻋﻠﻤﻲ‬
‫ﺣﻔﻆ‬ ‫ﺑﺮاي‬‫ﭘﺎﻳﺎﻳﻲ‬‫و‬‫ﭘﻮﻳﺎﻳﻲ‬‫ﺷﺪ‬ ‫ﺧﻮاﻫﺪ‬ ‫ﺳﺎزﻣﺎﻧﻬﺎ‬.
December 2017

‫ﺑﺴﭙﺎرﻳﺪ‬ ‫ﺑﺨﺎﻃﺮ‬:
‫ﻋﻠﻤﻲ‬ ‫ﻣﺪﻳﺮﻳﺖ‬‫ﭘﺪﻳﺪه‬‫اﺳﺖ‬ ‫اي‬‫ﻧﺎﭘﺬﻳﺮ‬ ‫اﺟﺘﻨﺎب‬‫ﻛـﻪ‬
‫ﺑﻪ‬ ‫دﺳﺘﻴﺎﺑﻲ‬ ‫ﺑﺮاي‬ ‫ﺳﺎزﻣﺎﻧﻬﺎ‬ ‫اﻣﺮوزه‬‫ﭘﺬﻳﺮي‬ ‫رﻗﺎﺑﺖ‬‫ﺑﻪ‬
‫ﻫﺴﺘﻨﺪ‬ ‫ﻣﻮاﺟﻪ‬ ‫آن‬ ‫ﺑﺎ‬ ‫اي‬ ‫ﮔﺴﺘﺮده‬ ‫ﻃﻮر‬.
December 2017

‫ﻋﻠﻤﻲ‬ ‫ﻣﺪﻳﺮﻳﺖ‬ ‫ﻧﺘﺎﻳﺞ‬
December 2017

‫ﺗﻮﻟﻴﺪ‬ ‫ﻫﺎي‬ ‫ﺗﻜﻨﻮﻟﻮژي‬/‫آﻻت‬ ‫ﻣﺎﺷﻴﻦ‬
‫اﻧﺴﺎﻧﻲ‬ ‫ﻣﻨﺎﺑﻊ‬ ‫ﻣﺪﻳﺮﻳﺖ‬ ‫و‬ ‫ﻋﻠﻤﻲ‬ ‫ﻣﺪﻳﺮﻳﺖ‬
‫ارزش‬ ‫ﻣﻬﻨﺪﺳﻲ‬ ، ‫ﻣﻌﻜﻮس‬ ‫ﻣﻬﻨﺪﺳﻲ‬ ،‫ﻣﻮﻗﻊ‬ ‫ﺑﻪ‬ ‫ﺗﺎﻣﻴﻦ‬ ، ‫ﻛﻴﻔﻴﺖ‬
‫ﺗﺎﻣﻴﻦ‬ ‫زﻧﺠﻴﺮه‬ ، ‫ﭘﺬﻳﺮي‬ ‫اﻧﻌﻄﺎف‬ ، ‫ﻛﺎراﻳﻲ‬
‫رﻗﺎﺑﺘﻲ‬ ‫ﻣﺰﻳﺖ‬ ‫اﻳﺠﺎد‬ ، ‫وري‬ ‫ﺑﻬﺮه‬
، ‫ﻣﺸﺘﺮﻳﺎن‬ ‫در‬ ‫ﻧﻴﺎز‬ ‫اﻳﺠﺎد‬MarketingMarketingMarketingMarketing
‫ﻓﻨﺎوري‬ ‫ﺗﻮﺳﻌﻪ‬CRMCRMCRMCRM‫زﻣﺎن‬ ‫ﻣﺒﻨﺎي‬ ‫ﺑﺮ‬ ‫ﻣﺪﻳﺮﻳﺖ‬ ،
‫ﺗﻮﻟﻴﺪ‬ ‫ﺗﻴﺮاژ‬ ‫اﻓﺰاﻳﺶ‬
‫ﻛﺎري‬ ‫ﻫﺎي‬ ‫اﺳﺘﺮس‬ ‫و‬ ‫ﻫﺎ‬ ‫ﺗﻨﺶ‬ ‫ﺑﺮوز‬
‫ﺑﺎزار‬ ‫ﺳﻄﺢ‬ ‫اﻓﺰاﻳﺶ‬/‫ﺷﺪه‬ ‫ﺗﻤﺎم‬ ‫ﻗﻴﻤﺖ‬
‫ﺗﺎﻣﻴﻦ‬ ‫زﻣﺎن‬ ، ‫ﻣﻨﺎﺑﻊ‬ ‫ﻛﻤﺒﻮد‬
‫ﺑﺎﻻ‬ ‫ﺷﺪه‬ ‫ﺗﻤﺎم‬ ‫ﺑﻬﺎي‬
‫اﻟﻤﻠﻠﻲ‬ ‫ﺑﻴﻦ‬ ‫ﺑﺎزارﻫﺎي‬ ‫ﺑﻪ‬ ‫ﻧﻴﺎز‬
‫اﻟﻜﺘﺮوﻧﻴﻚ‬ ‫ﺗﺠﺎرت‬
‫رﻳﺸﻪ‬ ‫ﺗﻤﺮﻛﺰ‬ ‫ﻧﻘﻄﻪ‬
December 2017
re-engineering process ‫ﻫﺎ‬ ‫ﺳﻴﺴﺘﻢ‬ ‫رﺷﺪ‬ ‫ﺗﻤﺮﻛﺰ‬ ‫ﻧﻘﺎط‬

‫ﺗﺤﻘﻴﻖ‬ ‫اﻧﻮاع‬ ‫ﻫﺎي‬ ‫وﻳﮋﮔﻲ‬
‫زﻳـﺮ‬ ‫وﻳﮋﮔـﻲ‬ ‫ﭼﻬـﺎر‬ ‫ﻧﻈـﺮ‬ ‫از‬ ‫ﺗﻮان‬ ‫ﻣﻲ‬ ‫را‬ ‫ﺗﺤﻘﻴﻘﺎت‬ ‫ﺗﻤﺎﻣﻲ‬
‫ﻛﺮد‬ ‫ﺑﻨﺪي‬ ‫دﺳﺘﻪ‬:
(١‫ﻫﺪف‬
(٢‫ﻣﺤﻴﻂ‬
(٣‫ﻣﺠﺮي‬
(۴‫آورد‬ ‫دﺳﺖ‬
December 2017

‫آورد‬ ‫دﺳﺖ‬ ‫ﻣﺠﺮي‬ ‫ﻣﺤﻴﻂ‬ ‫ﻫﺪف‬ ‫ﺷﺮح‬
‫ﻋﻠﻤﻲ‬ ‫ﻫﺎي‬ ‫ﺗﺌﻮري‬ ‫و‬ ‫ﻓﺮﺿﻴﻪ‬ ‫ﻣﺤﻘﻘﻴﻦ‬‫آﻛﺎدﻣﻴﻚ‬ ‫آﻛﺎدﻣﻴﻚ‬
‫و‬ ‫ﻫﺴﺘﻲ‬ ‫ﺣﻘﺎﻳﻖ‬ ‫ﻛﺸﻒ‬
‫ﺑﺪون‬ ‫ﺑﺸﺮي‬ ‫داﻧﺶ‬ ‫اﻓﺰاﻳﺶ‬
‫ﺟﻬﺖ‬
‫ﭘﺎﻳﻪ‬‫اي‬
‫ﺗﺌﻮري‬ ‫ﻛﺮدن‬ ‫اﺳﺘﻔﺎده‬ ‫ﻗﺎﺑﻞ‬
‫ﺧﺎص‬ ‫اﻫﺪاف‬ ‫ﺑﺮاي‬ ‫ﻫﺎ‬
‫و‬ ‫آﻛﺎدﻣﻴﻚ‬ ‫ﻣﺤﻘﻘﻴﻦ‬
‫ﺑﻨﮕﺎﻫﻲ‬
)‫ﻣﺸﺘﺮك‬(
‫ﺑﻨﮕﺎﻫﻲ‬ ‫و‬ ‫آﻛﺎدﻣﻴﻚ‬
)‫ﻣﺸﺘﺮك‬(
‫ﺑﺎ‬ ‫ﺑﺸﺮي‬ ‫داﻧﺶ‬ ‫اﻓﺰاﻳﺶ‬
‫ﺧﺎص‬ ‫ﻫﺪف‬ ‫ﻛﺎرﺑﺮدي‬
‫ﻣﺸﺘﺮﻳﺎن‬ ‫ﺑﺮاي‬ ‫ارزش‬ ‫ﺗﻮﻟﻴﺪ‬ ‫ﺑﻨﮕﺎﻫﻲ‬ ‫ﻣﺤﻘﻘﻴﻦ‬ ‫ﺑﻨﮕﺎﻫﻲ‬
‫ﺑﺮاي‬ ‫رﺿﺎﻳﺖ‬ ‫ﺗﻮﻟﻴﺪ‬
‫ﻣﺸﺘﺮﻳﺎن‬ ‫اي‬ ‫ﺗﻮﺳﻌﻪ‬
‫ﺗﺤﻘﻴﻖ‬ ‫اﻧﻮاع‬ ‫ﻫﺎي‬ ‫وﻳﮋﮔﻲ‬
December 2017

December 2017
re-engineering process ‫ﺗﻮﺳﻌﻪ‬ ‫و‬ ‫ﺗﺤﻘﻴﻖ‬ ‫زﻧﺠﻴﺮه‬

December 2017
re-engineering process ‫ﺗﻮﺳﻌﻪ‬ ‫و‬ ‫ﺗﺤﻘﻴﻖ‬ ‫روﻳﻜﺮد‬

December 2017
re-engineering process 5‫ﺗﻮﺳﻌﻪ‬ ‫و‬ ‫ﺗﺤﻘﻴﻖ‬ ‫ﭘﻴﺪاﻳﺶ‬ ‫در‬ ‫اﺻﻠﻲ‬ ‫ﮔﺎم‬

Company
R&D
expenditure
as % of Sale
‫ﺑﻮدﺟﻪ‬ ‫ﻣﻘﺎﻳﺴﻪ‬R&D‫اروﭘﺎ‬ ‫داروﺳﺎزي‬ ‫ﺻﻨﻌﺖ‬ ‫در‬
‫اروﭘﺎﻳﻲ‬ ‫داروﺳﺎزي‬ ‫ﻫﺎي‬ ‫ﺷﺮﻛﺖ‬ ‫در‬ ‫ﺗﻮﺳﻌﻪ‬ ‫و‬ ‫ﺗﺤﻘﻴﻖ‬ ‫ﻫﺎي‬ ‫ﻫﺰﻳﻨﻪ‬ ‫ﻣﻘﺎﻳﺴﻪ‬
December 2017

‫ﺗﻔﻜﺮ‬ ‫در‬ ‫ﻣﺜﺎل‬ ‫ﭼﻨﺪ‬R&D
December 2017

December 2017
re-engineering process ‫ﻧﻈﺎﻣﻲ‬ ‫ﺻﻨﺎﻳﻊ‬

‫دوم‬ ‫ﺟﻬـﺎﻧﻲ‬ ‫ﺟﻨـﮓ‬ ‫در‬ ‫ﺷـﺪه‬ ‫ﺗﻮﻟﻴﺪ‬
‫ﻧﺎزي‬ ‫ارﺗﺶ‬ ‫ﺗﻮﺳﻂ‬)‫ﻫﺎ‬ ‫آﻟﻤﺎﻧﻲ‬(‫اﻳـﻦ‬ ،
‫ﻫـﺎي‬ ‫ﺑﺸﻜﻪ‬ ‫ﺑﺮاي‬ ‫ﻃﺮاﺣﻲ‬20‫ﻟﻴﺘـﺮي‬
‫و‬ ‫ﮔﺮﻓـﺖ‬ ‫ﻗﺮار‬ ‫اﺳﺘﻔﺎده‬ ‫ﻣﻮرد‬ ‫ﺳﻮﺧﺖ‬
‫را‬ ‫اي‬ ‫ﻣﻨﻄﻘﻪ‬ ، ‫ﻣﺘﻔﻘﻴﻦ‬ ‫ﺳﺮﺑﺎزان‬ ‫وﻗﺘﻲ‬
‫ﺑﺮ‬ ‫ﻛﻪ‬ ‫ﻏﻨﻴﻤﺘﻲ‬ ‫اوﻟﻴﻦ‬ ، ‫ﻛﺮدﻧﺪ‬ ‫ﻣﻲ‬ ‫ﻓﺘﺢ‬
‫ﺣﻤﻞ‬ ‫ﺑﺮاي‬ ‫ﻫﺎ‬ ‫ﺑﺸﻜﻪ‬ ‫اﺑﻦ‬ ، ‫داﺷﺘﻨﺪ‬ ‫ﻣﻲ‬
‫ﻣﻔﻴـﺪ‬ ‫ﺑﺴﻴﺎر‬ ‫ﺟﻨﮓ‬ ‫ﺻﺤﻨﻪ‬ ‫در‬ ‫ﺳﻮﺧﺖ‬
‫ﺷﺪ‬ ‫ﻣﻲ‬ ‫واﻗﻊ‬.
December 2017

‫ﻛﻨﻴﺪ‬ ‫ﻧﮕﺎه‬ ‫ﺧﻮب‬ ‫ﻃﺮاﺣﻲ‬ ‫ﻗﺪرت‬ ‫ﺑﻪ‬:
December 2017

Flue Gas Cleaning
Sodium Bicarbonate
Clean Flue
Gases
Raw Flue
Gases
Treatment of
Residues
Final Waste
Recyclable
Products
December 2017
re-engineering process ‫ﭘﺘﺮوﺷﻴﻤﻲ‬ ‫ﺻﻨﺎﻳﻊ‬

December 2017
re-engineering process ‫ﻗﻴﭽﻲ‬ ‫ﺻﻨﻌﺖ‬

Scissors Case/SINGER
‫روي‬ ‫ـﻌﻪ‬‫ﺗﻮﺳــ‬ ‫و‬ ‫ـﻖ‬‫ﺗﺤﻘﻴــ‬
‫و‬ ‫ﻗـﺪرت‬ ‫اﻓﺰاﻳﺶ‬ ‫و‬ ‫ﻋﻤﻜﺮد‬
‫ﺗﻴﻐـﻪ‬ ‫اﻧﺪازه‬ ‫ﺗﻐﻴﻴﺮ‬ ‫ﺑﺎ‬ ‫ﻛﺎراﻳﻲ‬
‫ﺑﺮاي‬ ‫و‬ ‫ﻫﺎ‬ ‫ﻗﻴﭽﻲ‬
‫ـﻴﻠﻪ‬‫وﺳـ‬ ‫ـﻦ‬‫اﻳـ‬ ‫از‬ ‫ـﺘﻔﺎده‬‫اﺳـ‬
‫ـﻮرت‬‫ﺻـ‬ ‫ـﻒ‬‫ﻣﺨﺘﻠـ‬ ‫ـﻨﺎﻳﻊ‬‫ﺻـ‬
‫ﮔﺮﻓﺖ‬.
‫ﺗﻮﺟـﻪ‬ ‫ﺑﺎ‬ ، ‫ﺗﻮﺳﻌﻪ‬ ‫و‬ ‫ﺗﺤﻘﻴﻖ‬
‫در‬ ‫ﺑﺸـﺮ‬ ‫داﻧـﺶ‬ ‫اﻓﺰاﻳﺶ‬ ‫ﺑﻪ‬
‫ﮔﻴﺮي‬ ‫ﺑﻬﺮه‬ ‫ﺑﺎ‬ ، ‫ﭘﻠﻴﻤﺮ‬ ‫ﺻﻨﻌﺖ‬
‫روي‬ ، ‫ارزش‬ ‫ﻣﻬﻨﺪﺳـــﻲ‬ ‫از‬
‫ﺷـﺪه‬ ‫ﺗﻤـﺎم‬ ‫ﺑﻬـﺎي‬ ‫ﻛـﺎﻫﺶ‬
‫ﻣﺤﺼﻮل‬focus‫داﺷﺖ‬.
‫ﺗﻴـﺮاژ‬ ‫اﻓـﺰاﻳﺶ‬ ‫ﺑـﻪ‬ ‫ﺗﻮﺟﻪ‬ ‫ﺑﺎ‬
، ‫ﭘﻮﺷـﺎك‬ ‫ﺻﻨﻌﺖ‬ ‫در‬ ‫ﺗﻮﻟﻴﺪ‬
‫ﺑـﺎﻻ‬ ‫روي‬ ‫ﺗﻮﺳـﻌﻪ‬ ‫و‬ ‫ﺗﺤﻘﻴﻖ‬
‫ـﺰاﻳﺶ‬‫ـ‬‫اﻓ‬ ‫و‬ ‫ـﺪﻣﺎن‬‫ـ‬‫راﻧ‬ ‫ـﺮدن‬‫ـ‬‫ﺑ‬
‫ـﺎ‬‫ـ‬‫ﺑ‬ ‫ـﻮل‬‫ـ‬‫ﻣﺤﺼ‬ ‫ـﻦ‬‫ـ‬‫اﻳ‬ ‫ـﺎراﻳﻲ‬‫ـ‬‫ﻛ‬
‫ـﺎي‬‫ـ‬‫ﻫ‬ ‫ـﻚ‬‫ـ‬‫ﺗﻜﻨﻴ‬ ‫از‬ ‫ـﺘﻔﺎده‬‫ـ‬‫اﺳ‬
‫ﻋﻠﻮم‬ ‫ﺳﺎﻳﺮ‬focus‫داﺷـﺖ‬
‫را‬ ‫ﺑﺮﻗﻲ‬ ‫ﻫﺎي‬ ‫ﻗﻴﭽﻲ‬ ‫ﺑﺘﻮاﻧﺪ‬ ‫ﺗﺎ‬
‫ﻛﻨﻨـﺪﮔﺎن‬ ‫ﺗﻮﻟﻴـﺪ‬ ‫اﺧﺘﻴﺎر‬ ‫در‬
‫دﻫﺪ‬ ‫ﻗﺮار‬ ‫ﭘﻮﺷﺎك‬.
‫ﺳـﺮﻋﺖ‬ ‫و‬ ‫ﻗـﺪرت‬ ‫اﺳﺎس‬ ‫ﺑﺮ‬
، ‫ـﺮي‬‫ـ‬‫ﺑﺸ‬ ‫ـﺶ‬‫ـ‬‫داﻧ‬ ‫ـﺮﻓﺖ‬‫ـ‬‫ﭘﻴﺸ‬
‫اﻳـﻦ‬ ‫ﻣﺤﻘﻘﻴﻦ‬ ‫و‬ ‫ﻣﺘﺨﺼﺼﺎن‬
‫ﻗﻴﭽﻲ‬ ‫ﺣﺎﺿﺮ‬ ‫ﺣﺎل‬ ‫در‬ ‫ﺻﻨﻌﺖ‬
‫ﭘﻮﺷﺎك‬ ‫ﺗﻮﻟﻴﺪ‬ ‫ﺑﺎزار‬ ‫ﺑﻪ‬ ‫ﻫﺎﻳﻲ‬
‫از‬ ‫ـﻪ‬‫ـ‬‫ﻛ‬ ‫ـﺪ‬‫ـ‬‫اﻧ‬ ‫ـﻮده‬‫ـ‬‫ﻧﻤ‬ ‫ـﻪ‬‫ـ‬‫ﻋﺮﺿ‬
‫ﻣﻨـﺪ‬ ‫ﺑﻬـﺮه‬ ‫ﻟﻴﺰر‬ ‫ﺗﻜﻨﻮﻟﻮژي‬
‫ﺑـﻲ‬ ‫ﻫـﺎي‬ ‫دﻗـﺖ‬ ‫ﺑﺎ‬ ‫و‬ ‫اﺳﺖ‬
‫از‬ ‫ـﺎﻳﻲ‬‫ﻫـ‬ ‫ـﻒ‬‫ردﻳـ‬ ، ‫ـﺮي‬‫ﻧﻈﻴـ‬
‫ﻗﻄﺮ‬ ‫ﺑﻪ‬ ‫ﻫﺎ‬ ‫ﭘﺎرﭼﻪ‬1‫در‬ ‫را‬ ‫ﻣﺘﺮ‬
‫دﻫﻨﺪ‬ ‫ﻣﻲ‬ ‫ﺑﺮش‬ ‫ﻣﺮﺣﻠﻪ‬ ‫ﻳﻚ‬.
December 2017

Television Case
2005 2014
‫ﻇﺮف‬9‫ﺳـﻮﻧﻲ‬ ‫ﺷـﺮﻛﺖ‬ ‫ﺳﺎل‬
، ‫ﺗﻮاﻧﺴﺖ‬3‫ﺑـﺎر‬platform
‫دﻫﺪ‬ ‫ارﺗﻘﺎء‬ ‫را‬ ‫ﺧﻮد‬ ‫ﻣﺤﺼﻮﻻت‬.
‫ﻃﺮاﺣـﻲ‬ ‫ﻗﺪرت‬ ‫اوج‬ ‫ﻳﻌﻨﻲ‬ ‫اﻳﻦ‬
‫ﺻﻨﻌﺖ‬ ‫در‬
December 2017
re-engineering process ‫ﺗﻠﻮﻳﺰﻳﻮن‬ ‫ﺻﻨﻌﺖ‬

Household Case/
Re-engineering and Time Management
2006-03 / Germany
Cool
2006-05 /
China
Cool & Heat
December 2017
re-engineering process ‫ﺧﺎﻧﮕﻲ‬ ‫ﻟﻮازم‬ ‫ﺻﻨﺎﻳﻊ‬

Watch Case
December 2017
re-engineering process ‫ﺳﺎﻋﺖ‬ ‫ﺻﻨﻌﺖ‬

Automotive Case/BMW
‫ﺳﻮاري‬ ‫ﺧﻮدروﻫﺎي‬ ‫ﺳﺮي‬ ‫در‬2017‫ﺷﺮﻛﺖ‬BMW‫ﺑﺮ‬ ‫ﺑﺎﻟﻎ‬20
، ‫ﻣﺸﺘﺮﻳﺎن‬ ‫در‬ ‫اﻃﻤﻴﻨﺎن‬ ‫ﺣﺲ‬ ‫اﻳﺠﺎد‬ ‫و‬ ‫راﺣﺘﻲ‬ ‫ﺑﺮاي‬ ‫اﻳﻤﻨﻲ‬ ‫ﺳﻴﺴﺘﻢ‬
‫اﺳﺖ‬ ‫ﺷﺪه‬ ‫ﺗﻌﺒﻴﻪ‬ ‫ﺷﺮﻛﺖ‬ ‫اﻳﻦ‬ ‫ﺧﻮدروﻫﺎي‬ ‫ﺗﻤﺎﻣﻲ‬ ‫روي‬.
‫رﻗﺎﺑﺘﻲ‬ ‫ﻣﺰﻳﺖ‬:
‫اﻳﻤﻨﻲ‬‫ﻣﺸﺘﺮي‬ ‫ﺗﺼﻮر‬ ‫از‬ ‫ﺑﻴﺸﺘﺮ‬ ‫و‬ ‫ﺗﺼﻮر‬ ‫ﻣﺎﻓﻮق‬
December 2017
re-engineering process ‫ﺧﻮدور‬ ‫ﺻﻨﻌﺖ‬

Automotive Case/TOYOTA
December 2017
re-engineering process ‫ﺧﻮدرو‬ ‫ﺻﻨﻌﺖ‬

Motorcycle Case/HONDA
December 2017
re-engineering process ‫ﻣﻮﺗﻮرﺳﻴﻜﻠﺖ‬ ‫ﺻﻨﻌﺖ‬

December 2017
‫؟‬ ‫اﻓﺘﺎد‬ ‫ﺧﻮاﻫﺪ‬ ‫اﺗﻔﺎﻗﻲ‬ ‫ﭼﻪ‬ ‫و‬ ‫؟‬ ‫اﺳﺖ‬ ‫اﻓﺘﺎده‬ ‫اﺗﻔﺎﻗﻲ‬ ‫ﭼﻪ‬ ‫ﻏﺬاﺋﻲ‬ ‫ﺻﻨﺎﻳﻊ‬ ‫در‬
Food Industry Case

Food Industry CaseDecember 2017

December 2017
Food Industry Case

December 2017
re-engineering process ‫ﻛﻨﻴﺪ‬ ‫ﺗﻮﺟﻪ‬ ‫زﻳﺮ‬ ‫ﻫﺎي‬ ‫ﻣﺜﺎل‬ ‫ﺑﻪ‬:

December 2017
‫ﻛﻨﻴﺪ‬ ‫ﺗﻮﺟﻪ‬ ‫زﻳﺮ‬ ‫ﻫﺎي‬ ‫ﻣﺜﺎل‬ ‫ﺑﻪ‬:

Innovation Point
December 2017

December 2017

Layout DesignDecember 2017
TechnicalSpecification
ProductionSequenceDiagram
ProductDesign
Control Plan for Process
ProductControl Plan
Flow Process Chart (FPC)
Operation Process Flow(OPC)
Flow Diagram (FD)

December 2017
TechnicalSpecification:
CapacityPlanning
Work Study
Time Study

Technical Specification/ Product Design
December 2017

Technical Specification/ Flow Process Chart (FPC) Technical Specification/ Operation Process Chart (OPC)
December 2017

Technical Specification/Flow Diagram (FD)
December 2017

Technical Specification/ Work Study Technical Specification/ Work Study
December 2017

ReReReRe----engineeringengineeringengineeringengineering
December 2017

‫ﻫﺎي‬ ‫واﺣﺪ‬ ‫داراي‬ ‫ﭘﻴﺸﺮو‬ ‫ﺳﺎزﻣﺎﻧﻬﺎي‬R&DR&DR&DR&D‫ﻫﺎي‬ ‫ﺗﻴﻢ‬ ‫از‬ ‫ﻣﺘﺸﻜﻞ‬
‫ﻫﺴﺘﻨﺪ‬ ‫ﺗﺨﺼﺼﻲ‬ ‫و‬ ‫ﻋﻠﻤﻲ‬ ، ‫داﻧﺸﮕﺎﻫﻲ‬.
‫ﺷﺮﻛﺖ‬‫ﺗﻮﻳﻮﺗﺎ‬‫در‬‫ارﺗﺒﺎط‬‫ﺑﺎ‬‫ﺗﻮﺳﻌﻪ‬‫داﻧﺶ‬‫ﻓﻨﻲ‬‫ﺧﻮد‬،‫اﻗﺪام‬‫ﺑﻪ‬
‫اﺳﺘﻔﺎده‬‫از‬‫ﻣﻬﻨﺪﺳﻲ‬‫ﻣﻌﻜﻮس‬‫ﻛﺮد‬‫ﺗﺎ‬‫داﻧﺶ‬‫ﻓﻨﻲ‬‫را‬‫ﺑﻪ‬‫ژاﭘﻦ‬
‫ﻣﻨﺘﻘﻞ‬‫ﻛﻨﺪ‬.
December 2017
Short History- Research & Developmentre-engineering process

1932193219321932
1936193619361936
1934193419341934
1960196019601960
30 years
Reverse
Engineering in
TOYOTA
December 2017
Introduction to ReReReRe----EngineeringEngineeringEngineeringEngineering Frameworkre-engineering process

‫محصول‬ ‫انتخاب‬
‫محصول‬ ‫آناليز‬
‫آناليز‬ ‫گزارش‬ ‫تدوﯾن‬
‫منتخب‬ ‫محصول‬ ‫گزﯾنش‬
‫سازمان‬ ‫فنی‬ ‫دانش‬ ‫افزاﯾش‬
‫جدﯾد‬ ‫محصول‬ ‫توليد‬
‫از‬ ‫ﺑﺮداري‬ ‫ﺑﻬﺮه‬ ‫در‬ ‫ﺷﻤﺎ‬ ‫ﺳﺎزﻣﺎن‬ ‫اﺳﺘﺮاﺗﮋي‬
‫داﻧﺶ‬rererere----engineeringengineeringengineeringengineering‫؟‬ ‫ﭼﻴﺴﺖ‬
‫محصول‬ ‫ھای‬ ‫مزﯾت‬ ‫افزاﯾش‬/‫فرآﯾند‬
‫طراحی‬ ‫دانش‬ ‫کسب‬ ‫برای‬ ‫ارتقاء‬
December 2017
Introduction to ReReReRe----EngineeringEngineeringEngineeringEngineering Frameworkre-engineering process

‫داﻧﺸﻲ‬‫اﺳﺖ‬‫ﺳﻴﺴﺘﻤﺎﺗﻴﻚ‬‫ﻛﻪ‬‫ﺑﺮاي‬‫اﻛﺘﺴﺎب‬‫و‬
‫ارﺗﻘﺎء‬‫داﻧﺶ‬‫ﻓﻨﻲ‬‫ﺳﺎزﻣﺎن‬)‫ﺑﺮ‬‫ﻣﺒﻨﺎي‬‫اﺳﺘﺮاﺗﮋي‬
‫ﺗﺪوﻳﻦ‬‫ﺷﺪه‬‫و‬‫در‬‫داﻣﻨﻪ‬‫ﺗﻌﺮﻳﻒ‬‫ﺷﺪه‬(‫از‬‫روي‬
‫ﻣﺤﺼﻮﻻت‬‫دﻳﮕﺮ‬‫ﻣﻮرد‬‫ﺑﻬﺮه‬‫ﺑﺮداري‬‫ﻗﺮار‬‫ﻣﻲ‬
‫ﮔﻴﺮد‬.
December 2017
‫؟‬ ‫ﭼﻴﺴﺖ‬ ‫ﻣﻌﻜﻮس‬ ‫ﻣﻬﻨﺪﺳﻲ‬re-engineering process

‫و‬ ‫اﻓـﺰاري‬‫ﺳـﺨﺖ‬ ‫ﻣﺨﺘﻠـﻒ‬ ‫ﻫـﺎي‬‫زﻣﻴﻨـﻪ‬ ‫در‬ ‫ﻣﻌﻜﻮس‬ ‫ﻣﻬﻨﺪﺳﻲ‬
‫ﺟﻤﻠﻪ‬ ‫از‬ ‫اﻓﺰاري‬‫ﻧﺮم‬:
•‫ﺑﺮاي‬‫ﺗﻮاﻧﺎﻳﻴﻬـﺎي‬ ‫ﮔﺴﺘﺮش‬ ‫ﻳﺎ‬ ‫ﻋﻴﺒﻬﺎ‬ ‫ﺑﺮ‬ ‫ﻏﻠﺒﻪ‬‫دﺳـﺘﮕﺎه‬
‫ﻣﻮﺟﻮد‬ ‫ﻫﺎي‬
•‫ﺗﻬﻴﻪ‬‫ﻧﮕﻬﺪاري‬ ‫و‬ ‫ﺗﻌﻤﻴﺮ‬ ‫ﻣﺮاﻛﺰ‬ ‫اﻳﺠﺎد‬ ‫و‬ ‫ﻳﺪﻛﻲ‬ ‫ﻗﻄﻌﺎت‬
‫ﭘﻴﺸﺮﻓﺘﻪ‬ ‫دﺳﺘﮕﺎﻫﻬﺎي‬
•‫ﺑﻪ‬‫ﻳﺎدﮔﻴﺮي‬ ‫ﺑﺮاي‬ ‫اﺑﺰاري‬ ‫ﻋﻨﻮان‬
•‫اﺑﺰاري‬‫ﺳـﺎزﮔﺎر‬ ‫و‬ ‫ﺟﺪﻳـﺪ‬ ‫ﻣﺤﺼﻮﻻت‬ ‫ﺳﺎﺧﺘﻦ‬ ‫ﺑﺮاي‬
‫ارزاﻧﺘﺮ‬ ‫ﺑﺎزار‬ ‫در‬ ‫ﻣﻮﺟﻮد‬ ‫ﻣﺤﺼﻮﻻت‬ ‫از‬ ‫ﻛﻪ‬‫ﺑﺎﺷﻨﺪ‬
•‫اﺑﺰاري‬، ‫رﻗﺎﺑﺖ‬ ‫ﺑﺮاي‬
•‫ﺑﺮاي‬‫ﻗـﺮار‬ ‫ﻣﻮرداﺳﺘﻔﺎده‬ ‫اﻓﺰارﻫﺎ‬‫ﻧﺮم‬ ‫ﻛﺎراﻳﻲ‬ ‫ﺑﺮدن‬ ‫ﺑﺎﻻ‬
‫ﮔﻴﺮد‬‫ﻣﻲ‬
‫در‬‫ﻣﻬﻨﺪﺳﻲ‬‫ﻣﻌﻜﻮس‬،‫ﺑﺮ‬‫ﺧﻼف‬‫ﻃﺮاﺣﻲ‬،
‫ﺑﺮاي‬‫رﺳﻴﺪن‬‫ﺑﻪ‬‫اﻃﻼﻋﺎت‬‫ﻣﻮرد‬‫ﻧﻴﺎز‬
)TechnicalTechnicalTechnicalTechnical datadatadatadata packingpackingpackingpacking(‫ﺗﻼش‬‫ﻣﻲ‬
‫ﻛﻨﻴﻢ‬.
December 2017

December 2017
‫ﺗﻮاﻧﺎﺋﻴﻬﺎي‬ ‫ﮔﺴﺘﺮش‬ ‫ﻳﺎ‬ ‫ﻫﺎ‬ ‫ﻋﻴﺐ‬ ‫ﺑﺮ‬ ‫ﻏﻠﺒﻪ‬
‫ﻣﺤﺼﻮﻻت‬ ‫و‬ ‫آﻻت‬ ‫ﻣﺎﺷﻴﻦ‬ ، ‫ﻣﺘﺪﻫﺎ‬ ، ‫ﻣﻮاد‬
1
‫ﺟﺪﻳﺪ‬ ‫ﻫﺎي‬ ‫اﺑﺰار‬ ‫و‬ ‫آﻻت‬ ‫ﻣﺎﺷﻴﻦ‬ ، ‫ﻳﺪﻛﻲ‬ ‫ﻗﻄﻌﺎت‬ ‫ﺗﺎﻣﻴﻦ‬
2
‫ﻳﺎدﮔﻴﺮي‬ ‫ﺑﺮاي‬ ‫اﺑﺰاري‬ ‫ﻋﻨﻮان‬ ‫ﺑﻪ‬
‫ﮔﻴﺮد‬ ‫ﻣﻲ‬ ‫ﻗﺮار‬ ‫اﺳﺘﻔﺎده‬ ‫ﻣﻮرد‬
3
‫ﺗﻤﺎﻳﺰ‬ ‫اﻳﺠﺎد‬ ‫و‬ ‫ﺷﺪه‬ ‫ﺗﻤﺎم‬ ‫ﺑﻬﺎي‬ ‫ﻛﺎﻫﺶ‬
‫ﺧﺪﻣﺎت‬ ‫ﻳﺎ‬ ‫ﻣﺤﺼﻮل‬ ‫در‬ ‫رﻗﺎﺑﺘﻲ‬ ‫ﻣﺰﻳﺖ‬ ‫و‬
4

December 2017
‫ﻫﺎ‬ ‫ﻓﺮآﻳﻨﺪ‬ ‫ﻛﺎراﻳﻲ‬ ‫اﻓﺰاﻳﺶ‬ ‫ﺑﺮاي‬
5
‫آﻻت‬ ‫ﻣﺎﺷﻴﻦ‬ ‫وري‬ ‫ﺑﻬﺮه‬ ‫اﻓﺰاﻳﺶ‬ ‫ﺑﺮاي‬
6
‫ﻃﺮاﺣﻲ‬ ‫ﻫﺎي‬ ‫ﻫﺰﻳﻨﻪ‬ ‫ﻛﺎﻫﺶ‬
7
‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮل‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﺳﺮﻋﺖ‬ ‫اﻓﺰاﻳﺶ‬
8

New Product
December 2017
‫ﻣﺤﺼﻮل‬ ‫ﻃﺮاﺣﻲ‬ ‫ﻛﻠﻲ‬ ‫ﻣﺴﻴﺮ‬ ‫ﺷﻤﺎﺗﻴﻚ‬re-engineering process
• Design Technical Knowledge
• Design Process
• Tools
• Machine
• Material
• Structure
• Basic Design
• Conceptual Design
• Detail Design
• Product Process
• Product Deliverable Docs
DetailDetailDetailDetail
DesignDesignDesignDesign
ConceptualConceptualConceptualConceptual
BasicBasicBasicBasic
PrototypingPrototypingPrototypingPrototyping
MonitorTestMonitorTestMonitorTestMonitorTest
Test ProductionTest ProductionTest ProductionTest Production
ProductionDevelopmentProductionDevelopmentProductionDevelopmentProductionDevelopment

New Product
December 2017
‫ﻣﻌﻜﻮس‬ ‫ﻣﻬﻨﺪﺳﻲ‬ ‫ﻣﺴﻴﺮﻛﻠﻲ‬ ‫ﺷﻤﺎﺗﻴﻚ‬re-engineering process
• Material Analysis
• Packaging system Analysis
• Tools Analysis
• Production Process Analysis
• Production Tools Analysis
• Production Machine Analysis
• Technical Knowledge Analysis
• Structure Analysis
• New Design Knowledge
• New Production Technology
• Basic Design
• Detail Design
• Product Process
• New Product
• New Accessories
• New Material
• New Process
• New Method
• New Tools
• New Machine
ReReReRe----engineeringProcessengineeringProcessengineeringProcessengineeringProcess
ProductProductProductProduct
AnalysisAnalysisAnalysisAnalysis
MethodandMethodandMethodandMethodand
MaterialMaterialMaterialMaterial
Tools andTools andTools andTools and
MachinesMachinesMachinesMachines
FeasibilityStudyFeasibilityStudyFeasibilityStudyFeasibilityStudy
CostCostCostCost----BenefitAnalysisBenefitAnalysisBenefitAnalysisBenefitAnalysis
MaterialAnalysisMaterialAnalysisMaterialAnalysisMaterialAnalysis
MethodAnalysisMethodAnalysisMethodAnalysisMethodAnalysis

New Product
December 2017
‫ﻣﻌﻜﻮس‬ ‫ﻣﻬﻨﺪﺳﻲ‬ ‫ﻣﺴﻴﺮﻛﻠﻲ‬ ‫ﺷﻤﺎﺗﻴﻚ‬re-engineering process
• Material Analysis
• Packaging system Analysis
• Tools Analysis
• Production Process Analysis
• Production Tools Analysis
• Production Machine Analysis
• Technical Knowledge Analysis
• Structure Analysis
• New Design Knowledge
• New Production Technology
• Basic Design
• Detail Design
• Product Process
• New Product
• New Accessories
• New Material
• New Process
• New Method
• New Tools
• New Machine
ReReReRe----engineeringProcessengineeringProcessengineeringProcessengineeringProcess
ProductProductProductProduct
MethodandMethodandMethodandMethodand
MaterialMaterialMaterialMaterial
Tools andTools andTools andTools and
MachinesMachinesMachinesMachines
FeasibilityStudyFeasibilityStudyFeasibilityStudyFeasibilityStudy
CostCostCostCost----BenefitAnalysisBenefitAnalysisBenefitAnalysisBenefitAnalysis
MaterialAnalysisMaterialAnalysisMaterialAnalysisMaterialAnalysis
MethodAnalysisMethodAnalysisMethodAnalysisMethodAnalysis
DetailDesignDetailDesignDetailDesignDetailDesign
ConceptualDesignConceptualDesignConceptualDesignConceptualDesign
BasicDesignBasicDesignBasicDesignBasicDesign

A complete solution for managing your product development initiatives
December 2017

A complete solution for managing your product development initiatives
December 2017
‫ﻣﺤﺼﻮل‬ ‫ﺗﻮﺳﻌﻪ‬ ‫اﺳﺘﺮاﺗﮋي‬(Business Plan)
‫ﭘﻮرﺗﻔﻮﻟﻴﻮ‬ ‫ﻣﺪﻳﺮﻳﺖ‬)‫ﭘﺮوژه‬ ‫ﻛﺪام‬ ‫اﻧﺘﺨﺎب‬(
‫ﻣﻨﺎﺑﻊ‬ ‫ﺗﺨﺼﻴﺺ‬ ‫و‬ ‫ﭘﺮوژه‬ ‫رﻳﺰي‬ ‫ﺑﺮﻧﺎﻣﻪ‬
‫ﻛﺎر‬ ‫راﻫﻨﻤﺎي‬ ‫و‬ ‫ﭘﺮوژه‬ ‫اﺟﺮاﻳﻲ‬ ‫ﻣﺮاﺣﻞ‬ ‫و‬ ‫ﺑﺮﻧﺎﻣﻪ‬
‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮل‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﻓﺮآﻳﻨﺪ‬)NPD Process(
QFD
Quality Function
Deployment
Target
Costing
DFM/A
Design for
Manufacturing and
Assembly
FMEA
Failure Mode and
Effect Analysis
‫و‬ ‫ﺗﺤﻘﻴﻖ‬ ‫ﻓﺎز‬
‫ﺑﺮرﺳﻲ‬
‫اﻣﻜﺎن‬ ‫ﻓﺎز‬
‫ﺳﻨﺠﻲ‬
‫ﺗﻮﺳﻌﻪ‬ ‫ﻓﺎز‬
‫ﻣﻮﻧﻴﺘﻮرﻧﻴﮓ‬ ‫ﻓﺎز‬
‫ﺗﺴﺖ‬
‫ﺗﻮزﻳﻊ‬ ‫ﻓﺎز‬
‫ﻓﺎز‬‫و‬ ‫ﺗﻮﺳﻌﻪ‬
‫ﺳﺎﺧﺖ‬I F D P L M R
‫ﻣﺪﻳﺮﻳﺖ‬ ‫ﻓﺮآﻳﻨﺪ‬
Management Process
‫ﻣﺤﺼﻮل‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﻓﺮآﻳﻨﺪ‬
Product Development
Process

‫ﺑﺮرﺳﻲ‬‫و‬‫ﺗﺤﻘﻴﻖ‬‫اﻣﻜﺎن‬‫ﻓﺎز‬
NBT Group ® Professional Management Engineering Team
ToolsConfiguredToYourPhase-GateProcess

December 2017
Investigation Phase
‫ﮔﺬاﺷﺘﻪ‬ ‫زﻣﺎن‬ ‫آن‬ ‫ﺑﺮاي‬ ‫ﻛﺎﻣﻞ‬ ‫ﺑﺼﻮرت‬ ‫ﻫﺎ‬ ‫ﺷﺮﻛﺖ‬ ‫از‬ ‫ﺑﺴﻴﺎري‬ ‫در‬ ‫ﻣﺘﺎﺳﻔﺎﻧﻪ‬ ‫ﻛﻪ‬ ‫اﺳﺖ‬ ‫ﻣﺮاﺣﻠﻲ‬ ‫ﺑﺰرﮔﺘﺮﻳﻦ‬ ‫از‬ ‫ﻳﻜﻲ‬
‫ﺷﻮد‬ ‫ﻧﻤﻲ‬.
‫زﻣﺎن‬ ‫ﺑﻴﺸﺘﺮﻳﻦ‬ ‫و‬ ‫ﺷﻮد‬ ‫ﻣﻲ‬ ‫اﺳﺘﻔﺎده‬ ‫ﻣﺮﺣﻠﻪ‬ ‫اﻳﻦ‬ ‫ﺑﺮاي‬ ‫ﺻﺤﻴﺢ‬ ‫اﻟﮕﻮي‬ ‫ﻳﻚ‬ ‫از‬ ‫دﻧﻴﺎ‬ ‫ﺑﺮﺗﺮ‬ ‫ﻫﺎي‬ ‫ﺷﺮﻛﺖ‬ ‫ﺗﻤﺎﻣﻲ‬ ‫در‬
‫ﺷﻮد‬ ‫ﻣﻲ‬ ‫ﮔﺬاﺷﺘﻪ‬ ‫ﺳﻨﺠﻲ‬ ‫اﻣﻜﺎن‬ ‫ﻣﺮﺣﻠﻪ‬ ‫ﺑﺮاي‬ ‫ﺳﭙﺲ‬ ‫و‬ ‫ﻫﺎ‬ ‫اﻳﺪه‬ ‫ﮔﺰﻳﻨﺶ‬ ‫ﺟﻬﺖ‬ ‫ﻗﺴﻤﺖ‬ ‫اﻳﻦ‬ ‫ﺑﺮاي‬.
‫ﺳﺎزﻣﺎن‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﻫﺎي‬ ‫اﺳﺘﺮاﺗﮋي‬ ‫ﻣﺒﻨﺎي‬ ‫ﺑﺮ‬ ‫ﻛﻪ‬ ‫ﻣﺤﺼﻮﻟﻲ‬ ‫ﺑﺮاي‬ ‫اﻣﺎ‬.
‫ﺷﻮد‬ ‫ﻣﻲ‬ ‫ﺗﻌﺮﻳﻒ‬ ‫ﺷﻔﺎف‬ ‫ﻛﺎﻣﻼ‬ ‫ﺑﺼﻮرت‬ ‫ﻣﺤﺼﻮل‬ ‫ﻣﻔﻬﻮم‬ ‫و‬ ‫ﻛﺎرﺑﺮد‬ ، ‫ﻫﺪف‬ ‫ﺑﺎزار‬ ‫ﻓﺎز‬ ‫اﻳﻦ‬ ‫در‬.‫از‬ ‫ﻳﻚ‬ ‫ﻫﺮ‬ ‫و‬
‫ﮔﻴﺮﻧﺪ‬ ‫ﻣﻲ‬ ‫ﻗﺮار‬ ‫ﻏﺮﺑﺎل‬ ‫ﻣﻮرد‬ ‫و‬ ‫ﻛﺴﺐ‬ ‫اﻣﺘﻴﺎز‬ ، ‫ﺷﺪه‬ ‫اﻧﺠﺎم‬ ‫ارزﻳﺎﺑﻲ‬ ‫اﺳﺎس‬ ‫ﺑﺮ‬ ‫ﻫﺎ‬ ‫اﻳﺪه‬.
‫ﻣﻲ‬ ‫ﻗﺮار‬ ‫ﺗﺪوﻳﻦ‬ ‫ﻣﻮرد‬ ‫ﻣﺤﺼﻮل‬ ‫از‬ ‫ﻛﺎﻣﻞ‬ ‫اﻃﻼﻋﺎت‬ ‫آوري‬ ‫ﺟﻤﻊ‬ ‫ﺑﺮاي‬ ‫ﻛﺎﻣﻞ‬ ‫ﺑﺴﻴﺎر‬ ‫ﺳﻨﺠﻲ‬ ‫اﻣﻜﺎن‬ ‫ﺑﺮﻧﺎﻣﻪ‬ ‫ﻳﻚ‬
‫ﮔﻴﺮد‬.
‫ﺑﺮرﺳﻲ‬ ‫و‬ ‫ﺗﺤﻘﻴﻖ‬ ‫اﻣﻜﺎن‬ ‫ﻓﺎز‬

FeasibilityStage‫ﺳﻨﺠﻲ‬‫اﻣﻜﺎن‬‫ﻓﺎز‬

‫ﺳﻨﺠﻲ‬ ‫اﻣﻜﺎن‬ ‫ﻓﺎز‬
December 2017
Feasibility Phase
‫ﺷﻤﺎﺳﺖ‬ ‫ﮔﻴﺮي‬ ‫ﺗﺼﻤﻴﻢ‬ ‫ﮔﺎم‬ ‫ﺑﺰرﮔﺘﺮﻳﻦ‬ ‫ﮔﺎم‬ ‫اﻳﻦ‬.‫را‬ ‫ﺳﺎز‬ ‫ﺗﺼﻤﻴﻢ‬ ‫اﻃﻼﻋﺎت‬ ‫ﻛﻠﻴﻪ‬ ‫ﮔﺎم‬ ‫اﻳﻦ‬ ‫در‬ ‫ﻛﻪ‬ ‫دارﻳﻢ‬ ‫اﻟﺰام‬
‫ﻛﻨﻴﻢ‬ ‫اﻳﺠﺎد‬:
• Commercial /market analysis
• Technical analysis
• Organization/administrative analysis
• Financial analysis
• Environmental analysis
• Economic analysis
• Socio-political analysis

‫ﺳﻨﺠﻲ‬ ‫اﻣﻜﺎن‬ ‫اﺻﻠﻲ‬ ‫ﻫﺎي‬ ‫ﻓﺎﻛﺘﻮر‬
December 2017
Feasibility Key Factors
–‫ﻣﻨﺎﺳﺐ‬ ‫ﺑﺎزار‬ ‫ﺑﻮدن‬ ‫دﺳﺘﺮس‬ ‫در‬ ‫ﺑﺮرﺳﻲ‬
–‫ﺑﺎزار‬ ‫رﺷﺪ‬ ‫ﭘﺘﺎﻧﺴﻴﻞ‬ ‫ﺑﺮآورد‬
–‫ﻫﺎي‬ ‫ﻫﺰﻳﻨﻪ‬ ، ‫ﻧﻴﺎز‬ ‫ﻣﻮرد‬ ‫ﮔﺬاري‬ ‫ﺳﺮﻣﺎﻳﻪ‬ ‫ﻣﻘﺪار‬
‫ﺗﻮزﻳﻊ‬ ‫و‬ ‫ﻫﺎ‬ ‫ﻓﺮآﻳﻨﺪ‬ ‫اﺟﺮاي‬
–‫ﺑﺎزار‬ ‫ﺗﻘﺎﺿﺎي‬ ‫ﻣﻴﺰان‬ ‫ﺗﺤﻠﻴﻞ‬ ‫و‬ ‫ﺗﺠﺰﻳﻪ‬
–‫ﻣﺤﻴﻄﻲ‬ ‫و‬ ‫اﺟﺘﻤﺎﻋﻲ‬ ‫ﺷﺮاﻳﻂ‬
– Availability of adequate market
– Growth potential of the project
– Investment, operation and
distribution costs
– Demand and supply factors
– Social and environmental conditions

•‫ﻃﺮح‬ ‫داﻣﻨﻪ‬ ‫ﻛﺎﻣﻞ‬ ‫ﺷﻨﺎﺳﺎﻳﻲ‬
•‫دﺳﺘﻪ‬ ‫و‬ ‫ﻃﺮح‬ ‫ﺑﺮ‬ ‫ﺗﻤﺮﻛﺰ‬ ‫ﻗﺪرت‬ ‫اﻓﺰاﻳﺶ‬
‫اﺣﺘﻤﺎﻟﻲ‬ ‫ﻫﺎي‬ ‫ﮔﺰﻳﻨﻪ‬ ‫ﺑﻨﺪي‬
•‫دروﻧﻲ‬ ‫و‬ ‫ﺑﻴﺮوﻧﻲ‬ ‫ﻋﻮاﻣﻞ‬ ‫ﺷﻨﺎﺳﺎﻳﻲ‬
•‫ذﻳﻨﻔﻌﺎن‬ ‫ﻛﻠﻴﻪ‬ ‫ﺷﻨﺎﺳﺎﻳﻲ‬
•‫ﻣﺸﺘﺮﻳﺎن‬ ‫ﻧﻴﺎزﻫﺎي‬ ‫ﺷﻨﺎﺳﺎﻳﻲ‬
•‫ﻓﺮﺻﺖ‬ ‫ﺷﻨﺎﺳﺎﻳﻲ‬‫ﻫﺎ‬‫ﻗﺎﺑﻞ‬ ‫ﺳﻨﺎرﻳﻮﻫﺎي‬ ‫و‬
‫دﺳﺘﺮس‬
•‫ﺷﻨﺎﺳﺎﻳﻲ‬‫اﺣﺘﻤﺎﻟﻲ‬ ‫ﻫﺎي‬ ‫رﻳﺴﻚ‬ ‫و‬ ‫ﻫﺎ‬ ‫ﺗﻬﺪﻳﺪ‬
‫ﻃﺮح‬
•‫ﺷﻨﺎﺳﺎﻳﻲ‬‫ﻫﺎي‬ ‫ﻓﺮض‬ ‫ﭘﻴﺶ‬‫ﻃﺮح‬
•‫ﺷﻨﺎﺳﺎﻳﻲ‬‫ﻫﺎي‬ ‫ﻣﺤﺪودﻳﺖ‬‫ﻃﺮح‬
•‫ﻣﺤﺪود‬‫ﮔﺰﻳﻨﻪ‬ ‫ﻛﺮدن‬‫ﻛﺎر‬ ‫و‬ ‫ﻛﺴﺐ‬ ‫ﻫﺎي‬
•‫ﺷﻜﺴﺖ‬ ‫ﻓﺎﻛﺘﻮرﻫﺎي‬ ‫ﺑﻴﻨﻲ‬ ‫ﭘﻴﺶ‬‫ﻃﺮح‬
•‫ﻃﺮح‬ ‫ﻓﻨﻲ‬ ‫ﺗﺤﻠﻴﻞ‬
•‫ﻃﺮح‬ ‫ﺗﻜﻨﻮﻟﻮژي‬ ‫ﺗﺤﻠﻴﻞ‬
•‫ﻃﺮح‬ ‫ﻣﺎﻟﻲ‬ ‫ﺗﺤﻠﻴﻞ‬
•‫ﺑﺎزارﺳﻨﺠﻲ‬ ‫و‬ ‫ﺑﺎزار‬ ‫ﺗﺤﻠﻴﻞ‬
•‫ﻃﺮح‬ ‫ﻣﻨﺎﺑﻊ‬ ‫ﺗﺤﻠﻴﻞ‬
•‫ﻫﺰﻳﻨﻪ‬ ‫ﺗﺤﻠﻴﻞ‬/‫ﻃﺮح‬ ‫ﻓﺎﻳﺪه‬
•‫ارﺗﻘﺎء‬‫اﻣﻨﻴﺖ‬‫ﺳﺮوﻳﺲ‬ ‫دﻫﻨﺪه‬ ‫اراﺋﻪ‬ ‫ﻫﺎي‬ ‫ﺳﺎزﻣﺎن‬ ‫ﺑﺮاي‬
•‫ﺳﺮﻣﺎﻳﻪ‬ ‫ﺟﺬب‬ ‫ﺑﻪ‬ ‫ﻛﻤﻚ‬‫در‬ ‫ﮔﺬاري‬‫ﻃﺮح‬
December 2017
re-engineering process ‫ﻫﺎ‬ ‫ﻃﺮح‬ ‫ﺳﻨﺠﻲ‬ ‫اﻣﻜﺎن‬ ‫ﺑﺎﻳﺴﺘﻲ‬ ‫دﻻﻳﻞ‬

30‫ﺗﺎ‬40‫ﺧﻮرﻧﺪ‬ ‫ﻣﻲ‬ ‫ﺷﻜﺴﺖ‬ ‫ﺻﻨﻌﺘﻲ‬ ‫ﻣﺤﺼﻮﻻت‬ ‫درﺻﺪ‬.
40‫ﺗﺎ‬50‫ﺧﻮرﻧﺪ‬ ‫ﻣﻲ‬ ‫ﺷﻜﺴﺖ‬ ‫ﻣﺼﺮﻓﻲ‬ ‫ﻣﺤﺼﻮﻻت‬ ‫درﺻﺪ‬.
‫ﻣﻌﺘﻘﺪﻧﺪ‬ ‫ﻛﺎرﺷﻨﺎﺳﺎن‬ ‫از‬ ‫ﺑﻌﻀﻲ‬90‫ﺧﻮرﻧﺪ‬ ‫ﻣﻲ‬ ‫ﺷﻜﺴﺖ‬ ‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮﻻت‬ ‫درﺻﺪ‬.
‫ﻓﻘﻂ‬10‫از‬ ‫ﺑﻌﺪ‬ ‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮﻻت‬ ‫از‬ ‫درﺻﺪ‬3‫ﻫﺴﺘﻨﺪ‬ ‫وﺳﻮدآور‬ ‫ﻣﺎﻧﻨﺪ‬ ‫ﻣﻲ‬ ‫ﺑﺎزار‬ ‫در‬ ‫ﺳﺎل‬.
‫ﻫﺮ‬ ‫از‬7‫ﻓﻘﻂ‬ ‫ﺟﺪﻳﺪ‬ ‫اﻳﺪه‬1‫ﺷﻮد‬ ‫ﻣﻲ‬ ‫ﻣﻮﻓﻖ‬ ‫اﻳﺪه‬.
97‫وﻓﻘﻂ‬ ‫رﺳﻨﺪ‬ ‫ﻧﻤﻲ‬ ‫ﺑﺎزار‬ ‫ﺑﻪ‬ ‫ﺟﺪﻳﺪ‬ ‫ﻫﺎي‬ ‫اﻳﺪه‬ ‫درﺻﺪ‬3‫ﺷﻮﻧﺪ‬ ‫ﻣﻲ‬ ‫ﺑﺎزار‬ ‫ﺑﻪ‬ ‫ورود‬ ‫ﺑﻪ‬ ‫ﻣﻮﻓﻖ‬ ‫آﻧﻬﺎ‬ ‫از‬ ‫درﺻﺪ‬.
December 2017
re-engineering process ‫اﻣﺮﻳﻜﺎ‬ ‫در‬ ‫ﺷﺪه‬ ‫اﻧﺠﺎم‬ ‫ﻋﻠﻤﻲ‬ ‫ﻫﺎي‬ ‫ﺑﺮرﺳﻲ‬ ‫و‬ ‫آﻣﺎرﻫﺎ‬ ‫اﺳﺎس‬ ‫ﺑﺮ‬:

‫اﺳﺖ‬ ‫ﻧﻮع‬ ‫دو‬ ‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮﻻت‬ ‫ﺷﻜﺴﺖ‬:
-‫ﻣﻄﻠﻖ‬ ‫ﺷﻜﺴﺖ‬:‫دارد‬ ‫ﻣﺎﻟﻲ‬ ‫زﻳﺎن‬ ‫ﺷﺮﻛﺖ‬.
-‫ﻧﺴﺒﻲ‬ ‫ﺷﻜﺴﺖ‬:‫اﻧﺘﻈﺎر‬ ‫وﻣﻮرد‬ ‫دﻟﺨﻮاه‬ ‫ﺳﻮد‬ ‫ﺷﺮﻛﺖ‬
‫ﻧﺪارد‬.
December 2017
re-engineering process ‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮﻻت‬ ‫ﺣﻮزه‬ ‫در‬ ‫ﺷﻜﺴﺖ‬ ‫اﻧﻮاع‬:

o‫اﺳﺖ‬ ‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮﻻت‬ ‫از‬ ‫ﻧﺎﺷﻲ‬ ‫وﺷﺮﻛﺘﻬﺎ‬ ‫ﻫﺎ‬ ‫ﺑﻨﮕﺎه‬ ‫ﺳﻮد‬ ‫ﺳﻮم‬ ‫ﻳﻚ‬.
o‫ﻫﺮ‬ ‫از‬100،‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮل‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﭘﺮوژه‬63‫روﻧﺪ‬ ‫ﻣﻲ‬ ‫ﺑﻴﻦ‬ ‫از‬ ‫ﭘﺮوژه‬.
o‫از‬37‫ﻓﻘﻂ‬ ‫ﻣﺎﻧﺪه‬ ‫ﺑﺎﻗﻲ‬ ‫ﭘﺮوژه‬25‫و‬ ‫ﺷﻮﻧﺪ‬ ‫ﻣﻲ‬ ‫ﻣﻮﻓﻖ‬ ‫ﺑﺎزرﮔﺎﻧﻲ‬ ‫ﻟﺤﺎظ‬ ‫از‬ ‫ﭘﺮوژه‬12
‫ﺧﻮرﻧﺪ‬ ‫ﻣﻲ‬ ‫ﺷﻜﺴﺖ‬ ‫ﭘﺮوژه‬.
December 2017
re-engineering process ‫اﻣﺮﻳﻜﺎ‬ ‫در‬ ‫ﺷﺪه‬ ‫اﻧﺠﺎم‬ ‫ﻋﻠﻤﻲ‬ ‫ﻫﺎي‬ ‫ﺑﺮرﺳﻲ‬ ‫و‬ ‫آﻣﺎرﻫﺎ‬ ‫اﺳﺎس‬ ‫ﺑﺮ‬:

December 2017
re-engineering process ‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮﻻت‬ ‫ﺷﻜﺴﺖ‬ ‫ﻛﻠﻴﺪي‬ ‫ﻋﻮاﻣﻞ‬

‫اول‬ ‫ﺑﺨﺶ‬:‫ﻣﺤﺼﻮل‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﻓﺮآﻳﻨﺪ‬
‫ﺟﺪﻳﺪ‬
‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮل‬ ‫اﺳﺘﺮاﺗﮋي‬
‫ﻳﺎﺑﻲ‬ ‫واﻳﺪه‬ ‫زاﺋﻲ‬ ‫اﻳﺪه‬
‫ﻫﺎ‬ ‫اﻳﺪه‬ ‫ﻏﺮﺑﺎل‬
‫اﻗﺘﺼﺎدي‬ ‫ﺗﺤﻠﻴﻞ‬–‫ﺑﺎزرﮔﺎﻧﻲ‬
‫ﻣﺤﺼﻮل‬ ‫ﺗﻮﺳﻌﻪ‬
‫آزﻣﺎﻳﺸﻲ‬ ‫ﺑﺎزارﻳﺎﺑﻲ‬
‫ﺑﺎزارﺳﺎزي‬
New-Product Strategy
Idea Generation
Idea Screening
Business Analysis
Product Development
Test Marketing
Commercialization
December 2017
re-engineering process ‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮﻻت‬ ‫ﺷﻜﺴﺖ‬ ‫ﻛﻠﻴﺪي‬ ‫ﻋﻮاﻣﻞ‬

‫آن‬ ‫ﻣﺸﺨﺼﺎت‬ ‫و‬ ‫ﻣﺤﺼﻮل‬ ‫ﺷﻔﺎف‬ ‫و‬ ‫دﻗﻴﻖ‬ ‫ﺗﻌﺮﻳﻒ‬ ‫ﻋﺪم‬
New-to-the-World
‫دﻧﻴﺎ‬ ‫در‬ ‫ﻧﻮﺑﻮدن‬
New-to-the-World
‫دﻧﻴﺎ‬ ‫در‬ ‫ﻧﻮﺑﻮدن‬
New Product Lines
‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮل‬ ‫ﺧﻄﻮط‬
New Product Lines
‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮل‬ ‫ﺧﻄﻮط‬
Product Line Additions
‫ﻣﺤﺼﻮل‬ ‫ﺧﻂ‬ ‫اﺿﺎﻓﺎت‬
Product Line Additions
‫ﻣﺤﺼﻮل‬ ‫ﺧﻂ‬ ‫اﺿﺎﻓﺎت‬
Improvements or Revisions
‫واﺻﻼﺣﺎت‬ ‫ﺑﻬﺒﻮد‬
Improvements or Revisions
‫واﺻﻼﺣﺎت‬ ‫ﺑﻬﺒﻮد‬
Repositioned Products
‫ﻣﺤﺼﻮﻻت‬ ‫ﻣﺠﺪد‬ ‫ﺟﺎﻳﺎﺑﻲ‬
Repositioned Products
‫ﻣﺤﺼﻮﻻت‬ ‫ﻣﺠﺪد‬ ‫ﺟﺎﻳﺎﺑﻲ‬
Lower-Priced Products
‫ﺗﺮ‬ ‫ارزان‬ ‫ﻣﺤﺼﻮﻻت‬
Lower-Priced Products
‫ﺗﺮ‬ ‫ارزان‬ ‫ﻣﺤﺼﻮﻻت‬
December 2017
re-engineering process ‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮﻻت‬ ‫ﺷﻜﺴﺖ‬ ‫ﻣﻬﻢ‬ ‫ﺑﺴﻴﺎر‬ ‫اﻣﺎ‬ ‫ﻛﻮﭼﻚ‬ ‫ﻛﻠﻴﺪي‬ ‫ﻋﻮاﻣﻞ‬

Customers ‫ﻣﺸﺘﺮﻳﺎن‬
Employees ‫ﻛﺎرﻛﻨﺎن‬
Distributors ‫ﻫﺎ‬ ‫واﺳﻄﻪ‬
Competitors ‫رﻗﺒﺎ‬
Vendors ‫ﻓﺮوﺷﻨﺪﮔﺎن‬
R & D ‫وﺗﻮﺳﻌﻪ‬ ‫ﺗﺤﻘﻴﻖ‬
Consultants ‫ﻣﺸﺎوران‬
Sources of
New-Product
Ideas
‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮل‬ ‫ﻫﺎي‬ ‫اﻳﺪه‬ ‫ﻣﻨﺎﺑﻊ‬
‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮل‬ ‫ﺑﺮاي‬ ‫ﻓﺮد‬ ‫ﺑﻪ‬ ‫ﻣﻨﺤﺼﺮ‬ ‫و‬ ‫ﻣﺘﻤﺎﻳﺰ‬ ‫ﻫﺎي‬ ‫اﻳﺪه‬ ‫ﻧﺒﻮد‬
December 2017

‫اوﻟﻴﻪ‬ ‫اﻳﺪه‬ ‫ﻧﺎدرﺳﺖ‬ ‫اﻧﺘﺨﺎب‬:
-‫زدﮔﻲ‬ ‫ﺷﺘﺎب‬
-‫دﻗﺘﻲ‬ ‫ﺑﻲ‬
-‫ﺳﺎز‬ ‫ﺗﺼﻤﻴﻢ‬ ‫ﻫﺎي‬ ‫داده‬ ‫ﺗﺎﻣﻴﻦ‬ ‫ﻋﺪم‬
-‫دﻗﻴﻖ‬ ‫ﻣﺤﺎﺳﺒﺎت‬ ‫وﺟﻮد‬ ‫ﻋﺪم‬
‫ﮔﺮي‬ ‫ﻏﺮﺑﺎل‬ ‫روش‬ ‫از‬ ‫اﺳﺘﻔﺎده‬ ‫ﺑﺎ‬)screening(‫ﺗﻮاﻧﻴﺪ‬ ‫ﻣﻲ‬:
‫اﻳﺪه‬‫ﻣﺤﺼﻮﻻت‬ ‫و‬ ‫ﻣﻨﺎﺑﻊ‬ ‫و‬ ‫ﻫﺎ‬ ‫اﺳﺘﺮاﺗﮋي‬ ‫ﺑﺎ‬ ‫ﻧﺎﻣﺘﻨﺎﺳﺐ‬ ‫ﻫﺎي‬‫ﻛﻨﻴﺪ‬ ‫ﺣﺬف‬ ‫را‬ ‫ﺳﺎزﻣﺎن‬ ‫ﻳﺎ‬ ‫ﺷﺮﻛﺖ‬.
‫اﻟﺰام‬:‫ﺗﺎﺛﻴﺮﮔﺬار‬ ‫ﭘﺎراﻣﺘﺮﻫﺎي‬ ‫روي‬ ‫آﻣﺎري‬ ‫ﻫﺎي‬ ‫ﺗﺤﻠﻴﻞ‬ ‫و‬ ‫ﻫﺎ‬ ‫داده‬ ‫وﺟﻮد‬
December 2017

‫اوﻟﻴﻪ‬ ‫اﻳﺪه‬ ‫ﺻﺤﻴﺢ‬ ‫ارزﻳﺎﺑﻲ‬ ‫ﻋﺪم‬
‫ﻧﻤﻮﻧﻪ‬ ‫از‬ ‫ﭘﻴﺶ‬ ‫ﺟﺪﻳﺪ‬ ‫اﻳﺪه‬ ‫ارزﻳﺎﺑﻲ‬ ‫ﺑﺮاي‬ ‫آزﻣﻮﻧﻲ‬‫ﺷﻮد‬ ‫ﺗﺪوﻳﻦ‬ ‫و‬ ‫ﻃﺮاﺣﻲ‬ ‫ﺑﺎﻳﺪ‬ ‫ﺳﺎزي‬.
)Concept Test(
December 2017

‫ﺿﻌﻒ‬‫آزﻣﺎﻳﺸﻲ‬ ‫ﺑﺎزارﻳﺎﺑﻲ‬ ‫ﻋﺪم‬ ‫ﻳﺎ‬
Test Marketing
‫آزﻣﺎﻳﺸﻲ‬ ‫ﺑﺎزارﻳﺎﺑﻲ‬
‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮل‬ ‫ﻣﺤﺪود‬ ‫ﻣﻌﺮﻓﻲ‬‫ﺑﺎزارﻳﺎﺑﻲ‬ ‫و‬‫ﺟﻬﺖ‬ ‫آزﻣﺎﻳﺸﻲ‬
‫واﻛﻨﺶ‬ ‫ﺷﻨﺎﺧﺖ‬‫ﻣﺸﺘﺮﻳﺎن‬
‫ﺣﺘﻤﺎ‬ ‫دﻟﻴﻞ‬ ‫ﺳﻪ‬ ‫ﺑﻪ‬ ‫ﻛﻪ‬ ‫دارﻳﺪ‬ ‫اﻟﺰام‬monitoring test‫اﻧﺠﺎم‬
‫دﻫﻴﺪ‬:
-‫ﻃﺮاﺣﻲ‬ ‫ﺧﻄﺎﻫﺎي‬ ‫ﻳﺎﻓﺘﻦ‬
-‫ﻣﺸﺘﺮﻳﺎن‬ ‫ﻫﺎي‬ ‫ﺧﻮاﺳﺘﻪ‬ ‫ﺑﺎ‬ ‫ﺗﻄﺎﺑﻖ‬ ‫ﻣﻴﺰان‬ ‫ﻳﺎﻓﺘﻦ‬
-‫ﻣﺸﺘﺮﻳﺎن‬ ‫واﻛﻨﺶ‬ ‫ﻧﻮع‬ ‫و‬ ‫اﺳﺘﻘﺒﺎل‬ ‫ﻣﻴﺰان‬ ‫ﻳﺎﻓﺘﻦ‬
December 2017

‫ﻧﺎﻣﻨﺎﺳﺐ‬‫ﺑﻮدن‬‫ﺑﺎزارﻳﺎﺑﻲ‬ ‫ﻋﻨﺎﺻﺮ‬
Customer Competitor Company
Product Price Promotion Placement
Marketing Mix
December 2017

‫ﻋﻮاﻣﻞ‬‫ﺳﺎزﻣﺎﻧﻲ‬ ‫درون‬ ‫و‬ ‫ﻣﺪﻳﺮﻳﺘﻲ‬
•‫ﻣﺘﻀﺎد‬ ‫و‬ ‫ﭼﻨﺪﮔﺎﻧﻪ‬ ‫وﺑﺮﺧﻮردﻫﺎي‬ ‫ﻧﮕﺮش‬
•‫وﻛﺎﻓﻲ‬ ‫ﻻزم‬ ‫وﭘﺸﺘﻴﺒﺎﻧﻲ‬ ‫ﺣﻤﺎﻳﺖ‬ ‫ﻋﺪم‬
•‫ودﻳﮕﺮان‬ ‫ﺧﻮد‬ ‫ﮔﺬﺷﺘﻪ‬ ‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮﻻت‬ ‫ﺷﻜﺴﺖ‬ ‫و‬ ‫ﻣﻮﻓﻘﻴﺖ‬ ‫ﻋﻮاﻣﻞ‬ ‫از‬ ‫اﺳﺘﻔﺎده‬ ‫ﻋﺪم‬ ‫وﻳﺎ‬ ‫ﻧﺎآﮔﺎﻫﻲ‬
•‫ﻛﺎﻓﻲ‬ ‫وﺑﻮدﺟﻪ‬ ‫ﮔﺬاري‬ ‫ﺳﺮﻣﺎﻳﻪ‬ ‫ﻋﺪم‬
•‫ﺑﺎزار‬ ‫ﺑﻪ‬ ‫ورود‬ ‫ﺑﺮاي‬ ‫ﻧﺎدرﺳﺖ‬ ‫ﺑﻨﺪي‬ ‫زﻣﺎن‬
•‫ﺑﺎزار‬ ‫ﺑﻪ‬ ‫ورود‬ ‫ﺑﺮاي‬ ‫ﻋﺠﻠﻪ‬ ‫و‬ ‫ﺧﺎص‬ ‫اي‬ ‫اﻳﺪه‬ ‫روي‬ ‫ارﺷﺪ‬ ‫ﻣﺪﻳﺮان‬ ‫ﻳﺎ‬ ‫ﺷﺮﻛﺎء‬ ‫از‬ ‫ﺑﻌﻀﻲ‬ ‫وﺗﺄﻛﻴﺪ‬ ‫اﺻﺮار‬
•‫ﺑﺎزارﺳﺎزي‬ ‫و‬ ‫ﺑﺎزارﺷﻨﺎﺳﻲ‬ ‫وﺗﻜﻨﻴﻜﻬﺎي‬ ‫اﺑﺰارﻫﺎ‬ ‫ﺑﻪ‬ ‫ﺗﻮﺟﻬﻲ‬ ‫ﺑﻲ‬
December 2017

‫ﻋﻮاﻣﻞ‬‫ﻣﺤﻴﻄﻲ‬ ‫ﻧﺸﺪه‬ ‫ﺑﻴﻨﻲ‬ ‫ﭘﻴﺶ‬ ‫و‬ ‫ﻧﺎﺷﻨﺎﺧﺘﻪ‬
•‫رﻗﺎﺑﺘﻲ‬ ‫و‬ ‫ﺗﻜﻨﻮﻟﻮژﻳﻚ‬ ، ‫اﺟﺘﻤﺎﻋﻲ‬ ، ‫اﻗﺘﺼﺎدي‬ ،‫،ﻗﺎﻧﻮﻧﻲ‬ ‫ﺳﻴﺎﺳﻲ‬ ‫ﻫﺎي‬ ‫ﻣﺤﻴﻂ‬ ‫ﺑﻪ‬ ‫ﻣﺮﺑﻮط‬ ‫ﻋﻮاﻣﻞ‬ ‫ﻧﺎﮔﻬﺎﻧﻲ‬ ‫ﺗﺤﻮﻻت‬
•‫ﺗﻐﻴﻴﺮ‬‫رﻗﺒﺎ‬ ‫و‬ ‫ﻣﺸﺘﺮﻳﺎن‬ ‫ﺑﺎزارورﻓﺘﺎر‬ ‫ﺑﻪ‬ ‫ﻣﺮﺑﻮط‬ ‫وﺗﺤﻮﻻت‬
•‫ﺗﻐﻴﻴﺮ‬‫ﺻﻨﻌﺖ‬ ‫ﺑﻪ‬ ‫ﻣﺮﺑﻮط‬ ‫وﺗﺤﻮﻻت‬
•‫اﻟﻤﻠﻠﻲ‬ ‫وﺑﻴﻦ‬ ‫ﻣﻠﻲ‬ ‫روﻳﺪادﻫﺎي‬ ‫و‬ ‫ﻫﺎ‬ ‫ﺑﺤﺮان‬
‫و‬ ‫رﻳﺴﻚ‬ ‫آﻧﺎﻟﻴﺰ‬ ‫از‬ ‫اﺳﺘﻔﺎده‬ ‫ﺑﺎ‬Risk Management‫و‬ ‫اﺳﺘﺮاﺗﮋي‬ ‫ﺗﺪوﻳﻦ‬ ‫در‬ ‫را‬ ‫ﻋﻮاﻣﻞ‬ ‫اﻳﻦ‬ ‫از‬ ‫ﺑﺴﻴﺎري‬ ‫ﺗﻮان‬ ‫ﻣﻲ‬road
map‫داد‬ ‫ﻗﺮار‬ ‫ﺗﺤﻠﻴﻞ‬ ‫و‬ ‫ﺗﺠﺰﻳﻪ‬ ‫ﻣﻮدر‬ ‫را‬ ‫آﻧﻬﺎ‬ ‫و‬ ‫ﻛﺮد‬ ‫ﺑﻴﻨﻲ‬ ‫ﭘﻴﺶ‬ ‫ﺳﺎزﻣﺎن‬.
December 2017

‫وﻣﻄﺎﻟﻌﺎت‬ ‫ﺗﺤﻘﻴﻘﺎت‬ ‫ﻧﺘﺎﻳﺞ‬
‫ﺑﻪ‬ ‫ﻣﺮﺑﻮط‬
‫ﻣﻮﻓﻘﻴﺖ‬‫وﺷﻜﺴﺖ‬‫ﻣﺤﺼﻮﻻت‬
‫ﺟﺪﻳﺪ‬
December 2017

‫ﺑﺎزار‬ ‫اﻧﺪازه‬ ‫ﺑﺰرﮔﻨﻤﺎﺋﻲ‬
‫ﻣﺤﺼﻮل‬ ‫ﻃﺮاﺣﻲ‬ ‫ﺑﻪ‬ ‫ﻣﺮﺑﻮط‬ ‫ﻣﺸﻜﻼت‬
‫ﺑﺎزار‬ ‫واﻧﺘﺨﺎب‬ ‫ﮔﺬاري،ﺗﺒﻠﻴﻎ‬ ‫ﻗﻴﻤﺖ‬ ‫ﺑﻪ‬ ‫ﻣﺮﺑﻮط‬ ‫واﺷﺘﺒﺎﻫﺎت‬ ‫ﺿﻌﻒ‬
‫وﺗﺤﻘﻴﻘﺎت‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫ﻧﺘﺎﻳﺞ‬ ‫ﺑﺮﺧﻼف‬ ‫ارﺷﺪ‬ ‫ﻣﺪﻳﺮان‬ ‫ﻳﺎ‬ ‫ﺻﺎﺣﺒﺎن‬ ‫زﻳﺎد‬ ‫وﻓﺸﺎر‬ ‫اﺻﺮار‬
‫ﻧﺸﺪه‬ ‫ﺑﻴﻨﻲ‬ ‫ﭘﻴﺶ‬ ‫ﻫﺎي‬ ‫ﻫﺰﻳﻨﻪ‬
‫ﺷﺪﻳﺪ‬ ‫رﻗﺎﺑﺖ‬
‫وزﻣﺎن‬ ‫ﻫﺰﻳﻨﻪ‬ ،‫ﻛﻴﻔﻴﺖ‬ ‫ﺑﻴﻦ‬ ‫درﺳﺖ‬ ‫راﺑﻄﻪ‬ ‫ﻋﺪم‬
December 2017
re-engineering process ‫ﻣﺤﺼﻮﻻت‬ ‫ﺷﻜﺴﺖ‬ ‫ﻋﻤﺪه‬ ‫دﻻﻳﻞ‬‫ﺻﻨﻌﺘﻲ‬:

‫وﻣﺘﻤﺎﻳﺰ‬ ‫ﺑﺮﺟﺴﺘﻪ‬ ‫وﻳﮋﮔﻲ‬ ‫ﻧﺒﻮد‬
‫ﻣﺸﺘﺮي‬ ‫ﻫﺎي‬ ‫وﺧﻮاﺳﺘﻪ‬ ‫اﻧﺘﻈﺎرات‬ ‫ﺑﺎ‬ ‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮل‬ ‫اﻧﻄﺒﺎق‬ ‫ﻋﺪم‬
‫وﺗﺒﻠﻴﻐﺎت‬ ‫رﺳﺎﻧﻲ‬ ‫اﻃﻼع‬ ‫ﻋﺪم‬
‫ﺑﺎزار‬ ‫وﺗﻌﺮﻳﻒ‬ ‫وﺗﺸﺨﻴﺺ،ﺗﺤﻠﻴﻞ،ﺗﺨﻤﻴﻦ‬ ‫ﺑﺎزارﺷﻨﺎﺳﻲ‬ ‫در‬ ‫ﺿﻌﻒ‬‫و‬‫اﻧﺪازه‬‫ﺗﻘﺎﺿﺎ‬
‫ﺑﺎزارﻳﺎﺑﻲ‬ ‫آﻣﻴﺰه‬ ‫ﻋﻨﺎﺻﺮ‬ ‫از‬ ‫ﻳﻚ‬ ‫ﻫﺮ‬ ‫ﺑﻪ‬ ‫ﻣﺮﺑﻮط‬ ‫وﻣﺸﻜﻼت‬ ‫ﻫﺎ‬ ‫ﻧﺎرﺳﺎﺋﻲ‬
‫ﺑﺎزار‬ ‫ﺑﻪ‬ ‫ورود‬ ‫ﺑﺮاي‬ ‫ﻧﺎدرﺳﺖ‬ ‫ﺑﻨﺪي‬ ‫زﻣﺎن‬
‫ﻧﺸﺪه‬ ‫ﺑﻴﻨﻲ‬ ‫وﭘﻴﺶ‬ ‫ﻣﺤﻴﻄﻲ‬ ‫ﻋﻮاﻣﻞ‬
‫ﻣﺪﻳﺮﻳﺘﻲ‬ ‫ﻫﺎي‬ ‫وﺿﻌﻒ‬ ‫ﻣﺸﻜﻼت‬
December 2017
re-engineering process ‫ﻣﺤﺼﻮﻻت‬ ‫ﺷﻜﺴﺖ‬ ‫ﻋﻤﺪه‬ ‫دﻻﻳﻞ‬‫ﻣﺼﺮﻓﻲ‬:

‫ﻋﺎدي‬‫ﻣﺤﺼﻮل‬ ‫ﺑﻮدن‬
‫ﺑﺎزار‬ ‫از‬ ‫ﻛﺎﻓﻲ‬ ‫اﻃﻼﻋﺎت‬ ‫ﻧﺪاﺷﺘﻦ‬
‫ﻧﺎدرﺳﺖ‬ ‫ﻳﺎ‬ ‫ﺿﻌﻴﻒ‬ ‫رﻳﺰي‬ ‫ﺑﺮﻧﺎﻣﻪ‬ ‫ﻳﺎ‬ ‫ﺑﻮدن‬ ‫ﺑﺮﻧﺎﻣﻪ‬ ‫ﺑﻲ‬
‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮل‬ ‫ﻣﺪﻳﺮﻳﺖ‬ ‫ﺑﻪ‬ ‫ﺑﻨﮕﺎه‬ ‫ﺻﺎﺣﺒﺎن‬ ‫ﺣﺴﺎﺳﻴﺖ‬ ‫ﻋﺪم‬
‫ﺷﺪﻳﺪ‬ ‫رﻗﺎﺑﺖ‬
‫ﺑﺎزارﻳﺎﺑﻲ‬ ‫از‬ ‫وآﮔﺎﻫﻲ‬ ‫ﻧﮕﺮش‬ ‫ﻋﺪم‬
‫ﻛﻢ‬ ‫ﺳﻮد‬ ‫ﺣﺎﺷﻴﻪ‬
‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮل‬ ‫ﻋﻤﺮ‬ ‫ﺑﻮدن‬ ‫ﻛﻮﺗﺎه‬
December 2017
re-engineering process ‫ﻣﺤﺼﻮﻻت‬ ‫ﺷﻜﺴﺖ‬ ‫ﻋﻤﺪه‬ ‫دﻻﻳﻞ‬‫ﻛﻮﭼﻚ‬ ‫ﻫﺎي‬ ‫ﺑﻨﮕﺎه‬ ‫در‬:

December 2017
‫کمبود‬‫منابع‬
‫جدﯾد‬ ‫محصوالت‬ ‫برای‬
‫تمرکز‬ ‫فقدان‬
‫ھای‬ ‫فرآﯾند‬ ‫نداشتن‬
‫توليد‬ ‫برای‬ ‫جدﯾد‬
‫ھای‬ ‫پروژه‬ ‫انتخاب‬
‫کوچک‬ ‫بسيار‬
‫اثر‬ ‫کم‬ ‫ﯾا‬
‫رﯾزی‬ ‫برنامه‬ ‫در‬ ‫ضعف‬
‫اولوﯾت‬ ‫و‬‫بندی‬‫پروژه‬
‫خطا‬ ‫افزاﯾش‬ ‫و‬
‫برای‬‫پروژه‬ ‫انھدام‬
‫ھای‬ ‫پروژه‬ ‫تعرﯾف‬
‫برای‬ ‫زﯾاد‬ ‫و‬ ‫متعدد‬
‫کم‬ ‫و‬ ‫محدود‬ ‫منابع‬
‫بسيار‬ ‫ھای‬ ‫داده‬
‫برای‬ ‫ضعيف‬
‫پروژه‬ ‫اجرای‬
‫صحيح‬ ‫انجام‬ ‫عدم‬
‫عمليات‬ ‫و‬ ‫مطالعات‬
‫بازار‬ ‫ضعيف‬ ‫مطالعات‬
‫ضعيف‬ ‫بسيار‬ ‫توزﯾع‬
‫ناکافی‬ ‫آزماﯾشات‬
‫نقشه‬ ‫وجود‬ ‫عدم‬
‫پروژه‬ ‫برای‬ ‫راه‬
‫بر‬ ‫کم‬ ‫تاثير‬
‫وسود‬ ‫فروش‬
‫ناکافی‬ ‫تامين‬ ‫چرخه‬
‫خطا‬ ‫باالی‬ ‫درصد‬
re-engineering process ‫ﺷﻮﻧﺪ؟‬ ‫ﻣﻲ‬ ‫ﭘﺮوژه‬ ‫ﻳﻚ‬ ‫ﺷﻜﺴﺖ‬ ‫ﺑﺎﻋﺚ‬ ‫ﻣﺸﻜﻼت‬ ‫ﭼﮕﻮﻧﻪ‬

December 2017
‫ﻓﺮوش‬ ‫اﻫﺪاف‬ ‫ﺑﻪ‬ ‫ﻧﺮﺳﻴﺪن‬ ‫دﻗﻴﻖ‬ ‫اﻫﺪاف‬ ‫ﺑﻪ‬ ‫رﺳﻴﺪن‬
‫ﺳﺮﻳﻊ‬ ‫ﺑﺮﺷﻜﺴﺘﮕﻲ‬ ‫ﭘﺮوژه‬ ‫ﺑﻮدﺟﻪ‬ ‫از‬ ‫اﻧﺤﺮاف‬
‫اشتباه‬ ‫ھای‬ ‫پروژه‬ ‫انجام‬ ‫صحيح‬ ‫ھای‬ ‫پروژه‬ ‫انحام‬
‫پروژه‬ ‫بد‬ ‫اجرای‬
‫پروژه‬ ‫صحيح‬ ‫انجام‬

‫ﺗﻄﺎﺑﻖ‬‫ﻧﻴﺎزﻫﺎ‬ ‫ﺑﺎ‬ ‫ﻣﺤﺼﻮل‬‫ﻣﻨﺎﻓﻊ‬ ‫و‬ ‫اﻧﺘﻈﺎرات‬ ،‫ﻣﺸﺘﺮﻳﺎن‬
‫ﻣﺤﺼﻮل‬ ‫ﭼﺸﻤﮕﻴﺮ‬ ‫ﺑﻮدن‬ ‫وﻣﺘﻔﺎوت‬ ‫ﻣﺘﻤﺎﻳﺰ‬
‫ارﺷﺪ‬ ‫وﻣﺪﻳﺮان‬ ‫ﺻﺎﺣﺒﺎن‬ ‫وﭘﺸﺘﻴﺒﺎﻧﻲ‬ ‫ﺗﻌﻬﺪ‬
‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮﻻت‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﺑﺮاي‬ ‫اي‬ ‫ﺣﺮﻓﻪ‬ ‫ﺗﻴﻢ‬
‫ﮔﻮﻧﺎﮔﻮن‬ ‫ﺑﺨﺸﻬﺎي‬ ‫وﻫﻤﻜﺎري‬ ‫ﻫﻤﺎﻫﻨﮕﻲ‬‫ﺳﺎزﻣﺎن‬
‫ﺑﺎزاروﺗﻘﺎﺿﺎ‬ ‫درﺳﺖ‬ ‫وﺗﺨﻤﻴﻦ‬ ‫ﺗﺤﻠﻴﻞ‬ ‫و‬ ‫داﺋﻤﻲ‬ ‫ﺑﺎزارﺷﻨﺎﺳﻲ‬
‫ﻣﺤﺼﻮل‬ ‫ﻃﺮاﺣﻲ‬ ‫در‬ ‫ﻧﻮآوري‬
‫ﭘﺴﻨﺪ‬ ‫ﻣﺸﺘﺮي‬ ‫ﺑﺎزارﻳﺎﺑﻲ‬ ‫آﻣﻴﺰه‬
‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮل‬ ‫ﻓﺮاﻳﻨﺪ‬ ‫ﻣﺨﺘﻠﻒ‬ ‫ﻣﺮاﺣﻞ‬ ‫ﺑﻪ‬ ‫وﻳﮋه‬ ‫ﺗﻮﺟﻪ‬
‫ﻣﻨﺎﺳﺐ‬ ‫ﺑﻨﺪي‬ ‫وﺑﻮدﺟﻪ‬ ‫ﺑﻨﺪي‬ ‫زﻣﺎن‬
‫ﻣﺤﺼﻮل‬ ‫ﻣﻌﺮﻓﻲ‬ ‫در‬ ‫ﻣﺸﺨﺺ‬ ‫اﺳﺘﺮاﺗﮋي‬ ‫وﺟﻮد‬‫ﺟﺪﻳﺪ‬
December 2017
re-engineering process ‫دﻻﻳﻞ‬‫ﻣﻮﻓﻘﻴﺖ‬‫ﻣﺤﺼﻮﻻت‬‫ﺟﺪﻳﺪ‬:
‫ﻣﺤﺼﻮﻻت‬ ‫ﺳﺎﻳﺮ‬ ‫ﺑﺎ‬ ‫اﻓﺰاﺋﻲ‬ ‫ﻫﻢ‬
‫ﺷﺮﻛﺖ‬ ‫وﺑﺎزارﻳﺎﺑﻲ‬ ‫ﺗﻮﻟﻴﺪ‬ ‫ﻫﺎي‬ ‫ﻗﺎﺑﻠﻴﺖ‬
‫ﺟﺪﻳﺪ‬ ‫ﻣﺤﺼﻮل‬ ‫ﭘﺬﻳﺮي‬ ‫رﻗﺎﺑﺖ‬
‫ﻫﺪف‬ ‫ﺑﺎزار‬ ‫رﺷﺪ‬ ‫وﻧﺮخ‬ ‫اﻧﺪازه‬

‫ﺑﺎزار‬ ‫و‬ ‫ﻣﺤﺼﻮل‬ ‫ﻣﺎﺗﺮﻳﺲ‬ ‫ﺑﺮرﺳﻲ‬ANSOFF
December 2017

‫ﻣﺤﺼﻮل‬ ‫ﻋﻤﺮ‬ ‫ﻣﻨﺤﻨﻲ‬ ‫ﺑﺮرﺳﻲ‬
December 2017

December 2017
‫ﻫﺎي‬ ‫راه‬‫ﻫﺎي‬ ‫راه‬‫ﻫﺎي‬ ‫راه‬‫ﻫﺎي‬ ‫راه‬
‫اﻓﺰاﻳﺶ‬‫اﻓﺰاﻳﺶ‬‫اﻓﺰاﻳﺶ‬‫اﻓﺰاﻳﺶ‬
‫وري‬ ‫ﺑﻬﺮه‬‫وري‬ ‫ﺑﻬﺮه‬‫وري‬ ‫ﺑﻬﺮه‬‫وري‬ ‫ﺑﻬﺮه‬
‫در‬ ‫وري‬ ‫ﺑﻬﺮه‬ ‫اﻓﺰاﻳﺶ‬ ‫اﻟﮕﻮرﻳﺘﻢ‬‫ﺳﺎزﻣﺎن‬
Out Puts
inputs

December 2017 Brake Even PointBrake Even PointBrake Even PointBrake Even Pointre-engineering process

December 2017
PESTEL Analysisre-engineering process

December 2017
? STAR
DOG COW
‫ﺑﺎزار‬ ‫ﻧﺴﺒﻲ‬ ‫ﺳﻬﻢ‬
‫ﺑﺎزار‬‫رﺷﺪ‬
BCG.BCG.BCG.BCG. Growth-share matrix
Boston Consulting Group Matrix

December 2017
Value ChainValue ChainValue ChainValue Chain
AnalysisAnalysisAnalysisAnalysis Framework

Value Chain AnalysisValue Chain AnalysisValue Chain AnalysisValue Chain Analysis
Framework
December 2017

IFE & EFE MatricesIFE & EFE MatricesIFE & EFE MatricesIFE & EFE Matrices
Internal Factor Evaluation (IFE)Matrix
External Factor Evaluation (EFE)Matrix
December 2017

BenchmarkingBenchmarkingBenchmarkingBenchmarkingDecember 2017

‫ﺳﻨﺠﻲ‬‫اﻣﻜﺎن‬‫ﻓﺎز‬FeasibilityStage

‫ﻣﺤﺼﻮل‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﻓﺎز‬
Development Phase
December 2017
‫از‬ ‫ﺑﺘﻮاﻧﺪ‬ ‫ﺗﺎ‬ ‫ﻧﻤﺎﻳﺪ‬ ‫ﺗﻜﻤﻴﻞ‬ ‫ﻣﺮﺣﻠﻪ‬ ‫ﻫﺮ‬ ‫در‬ ‫را‬ ‫ﻛﻨﺘﺮل‬ ‫و‬ ‫ﺗﻮﻟﻴﺪ‬ ، ‫ﻃﺮاﺣﻲ‬ ‫ﻣﺴﺘﻨﺪات‬ ‫ﺑﺎﻳﺪ‬ ‫ﺳﺎزﻣﺎن‬ ‫ﻓﺎز‬ ‫اﻳﻦ‬ ‫در‬
‫ﻳﺎﺑﺪ‬ ‫اﻃﻼع‬ ‫ﺧﻮد‬ ‫ﻃﺮاﺣﻲ‬ ‫ﻣﺸﻜﻼت‬.
‫دﻫﺪ‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﺧﻂ‬ ‫روز‬ ‫ﻳﻚ‬ ‫ﺗﻮﻟﻴﺪ‬ ‫ﺗﺎ‬ ‫ﻃﺮاﺣﻲ‬ ‫ﻣﺮاﺣﻞ‬ ‫از‬ ‫را‬ ‫ﺧﻮد‬ ‫ﻣﺤﺼﻮل‬ ‫دارد‬ ‫وﻇﻴﻔﻪ‬ ‫ﺳﺎزﻣﺎن‬.
‫در‬ ‫و‬ ‫ﺗﻮﻟﻴﺪ‬ ‫ﺑﺎﻳﺪ‬ ‫ﻣﺴﺘﻨﺪات‬ ‫ﻛﻠﻴﻪ‬ ، ‫ﻣﺤﺼﻮل‬ ‫ﺗﻮﺳﻌﻪ‬ ‫و‬ ‫ﻃﺮاﺣﻲ‬ ‫ﺳﻴﺴﺘﻢ‬ ‫ﺑﺮاي‬ ‫ﺷﺪه‬ ‫ﺗﺪوﻳﻦ‬ ‫ﻓﺮآﻳﻨﺪ‬ ‫اﺳﺎس‬ ‫ﺑﺮ‬
‫ﺷﻮﻧﺪ‬ ‫ﺟﺎري‬ ‫ﺳﺎزﻣﺎن‬.

‫ﺳﻨﺠﻲ‬‫اﻣﻜﺎن‬‫ﻓﺎز‬DevelopmentStage

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