The Research On Optimizing The Process Of R&D On Online & Offline Product

TD Company is facing huge pressure of competition in the video industry of Internet. In order to take leadership in the industry and get priority of the recognition from the market, TD Company puts forward a strategy about research and develop “O+O” products. However, they found that their current management process of R&D being used on “O+O” products not only costs prolonged period of development, but also makes all kinds of problems outstanding. Based on this situation, this thesis focuses on the study of “O+O” products research and development management process, in order to improve the efficiency of product research and development after optimization.This thesis, based on the research on relevant documents regarding research and development management, process reengineering, also combined with research methods from MBA courses, gives an in-depth analysis on TD Company’s problems.First of all, using the method of literature study, clarifies the related methodology of R&D management, including product life cycle, CMM, project management knowledge system, Scrum etc., in order to frame the theoretic basis which suits the R&D management for TD Company. Also confirms the steps and methods for process optimization through the research of process reengineering, which provides theoretical guarantee for the analysis of process content and optimized method for existing research and development management of TD Company.Secondly, using such series of methods like work structure decomposition method, process performance analysis, discussion and brainstorming, detailed disassembles the content of TD company’s existing research and development management process, and digs out the real reason of these problems through the presentation: Inter-departmental communication problems, technical development problems, project management and tools problems, as well as performance evaluation problems. It’s quite obvious that process optimization for TD company is very urgent.Then, on the basis of clarification of the objects and principles for process optimization methods, finds out the specific strategy for these substantive issues and makes out the process optimization methods.(1) Considering of the inter-departmental communication problems, which deeply affects the efficiency during the requirements phase, the thesis suggests the build of no-boundary project team by the study, analysis and comparison of relevant materials, in the aim to reduce the communication obstacle which results from the departmental barrier.(2) The whole product development process is lack of periodic decisions by the analysis of existing processes, which leads to repeated development action, so the thesis suggests a periodic review process, makes decision confirmation at different phases.(3) The industry characteristics of TD company determines the pace of research and development, therefore the thesis finds out the more suitable method – Scrum for internet enterprise through the study of research and development management literature, which enhances the efficiency for research and development process.(4) During discussion, it’s found that current performance assessment management system affects the stability of team members and it cannot reflect the real performance. So the thesis refers to the performance assessment method from abroad outstanding Internet enterprises, in order to optimize the performance assessment of R&D management.The thesis, improves the problems during the management process of research and development through the implementation of above methods. Also, it tracks and analyzes the implementation and effect of process optimization, contrasts the data before and after optimization by using process performance analysis method, monitors the implementation outcome of process optimization for the aim of continuous improvement for the follow-up steps.The research content and achievement of the thesis, not only to help TD company increase the speed of development, shorten the product development cycle to promote the competitiveness of the products, which results in efficiencies for company’s research and development management; but also hopes that the "O+O" optimized thought for product research and development management process can be used for reference for other Internet company.