企业科技项目后评价是指企业研发项目经过选题、论证、立项、执行实施和转化应用后,对项目的立项目的、目标、执行过程、效益、作用等进行系统分析和综合评价,发现问题、总结经验,以促进企业科技项目管理水平的提高.

当前,新产品开发中消费者需求转化路径研究已从最初的思想意识层面逐渐发展到具有可操作性的理论及工具的研究。其中,质量功能展开—QFD(Quality Function Deployment)为此提供了有力的理论指导和操作方法,QFD得到不断成熟和完善,已推广应用至许多行业的新产品开发中,并已在实践中得到检验。本文针对卷烟新产品开发中存在的效率问题,重点分析卷烟这种特殊消费品的特性,以QFD为主线,构建消费者需求转化路径,将消费者需求信息转化为新产品开发的具体工作指引。其过程是针对目标市场消费者需求,运用QFD逐层分解,构建消费者需求与产品属性的关联矩阵,构建产品属性与技术要求的关联矩阵,从而将消费者需求转化为技术要求,构建了卷烟新产品开发过程中的消费者需求转化路径。

Cigarette is a special kind of product.The design of product attributes is an important factor to meet consumer demand.By working in G Company as a cigarette industry enterprise,I pay a close attention to some problems in cigarette products development.It mainly shows a lack of systematic development pattern,immatureness of untie structure from customer demand and products attributes.This article applies QFD to cigarette product development process,giving the method of new cigarette product attributes design.That is,for the target market,building QFD relative matrix of consumer demand and product attributes,which will translate consumer demand into the specific design requirements to provide guidance in product development.Finally,it applies QFD into JS new products development with actual scenario to prove its utmost utility.

By applying Analytic Hierarchy Process and taking an example of product development in G Company,the article develops one method to obtain a clear consumer demand for cigarette products.First,the article builds a consumer demand hierarchy according to characteristics of cigarette.Then consumer groups are divided into three types in accordance with different characteristics of consumer groups.Finally,by employing consumer demand survey,expert assessment and AHP,the article calculates demand weights of three groups,which translates fuzzy consumer demands into clear consumer demands,providing reference for the cigarette enterprise in new product development.

文章引入情感诉求的视角,在分析情感诉求特点的基础上,提出卷烟产品设计应注重的原则,并结合G公司卷烟产品创新的实践,提出情感诉求的应用情景与应用方向.