基于顾客视角的产品族架构关键要素及其关联影响研究
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摘要
产品族已经成为企业开发与制造环节的基本单元。作为开发流程的最前端，架构及其相关问题是决定企业产品族生命力的关键。现有文献对于产品族架构的研究主要关注于工程视角的实现方法，但本质上讲，顾客消费的是产品体验，而不是产品的物理实体。本文基于顾客视角分析产品族架构的关键要素，进而探索这些要素之间及其对于顾客满意关联影响，力求为大规模定制背景下的多样化产品经营决策提供支持，并帮助制造商降低产品族开发风险。
本文将定性的质化研究与定量的实证研究方法相结合，首先从工作结果的角度，完善了产品族架构流程，并探讨了各环节相关的顾客因素。通过将架构流程划分为前端与后端两部分，为关键要素的研究提供了一个原始框架。在此基础上，以顾客体验为分析依据，相继对产品族前后端架构关键要素的构成、架构关键要素之间的关联影响以及后端要素与顾客满意之间的关联影响进行了细致研究。
本文主要创新点包括：构建了完整的产品族架构流程，将架构前端的创意构思活动纳入研究范畴；从顾客视角出发，充分考虑顾客需求、顾客体验、顾客满意等元素与产品族架构关键要素之间的关联；完善了产品族架构的内容层次，细致分析了产品线架构的相关内容。
研究发现，完整的产品族架构流程包括多方案构思、方案比选、方案完善以及方案生命周期管理等四个主要阶段，每个环节均需要体现或服务于顾客的诉求。产品族架构前端关注的重点是通过多方案形成阶段的创意构思，提升产品族的创新性，其关键要素包括创造性构思和辨识性构思两种。架构后端主要致力于形成一个完整的终端产品族方案并对其生命力的延续进行管理，其关键要素包括选择价值培育、产品族推介、成本控制、质量控制、属性定制化与服务定制化六种。关键要素之间的关联包括前后端要素之间的关联以及架构后端关键要素之间的内部关联。除此之外，架构后端隶属于平台与定制化层面的关键要素与顾客满意之间具有显著的正向关联。对于产品线层面的选择价值培育与产品族推介，企业需要慎重考虑顾客的偏好与决策能力。
Product family has become the basic unit of development and manufacturingprocess. As the most front of development processes, architecture and its relatedproblem are the key to decide product family vitality. The existing literatures forproduct family architecture mainly concentrate on the realization methods basedengineering perspective. However, the customers would pay more attention to productexperience than physical entity. Therefore, to support the products developmentdecision under the background of mass customization, and to help manufacturersreduce the risk of product family design, this paper brought the customer perspectiveto the analysis of the key factors of product family architecture, and then explored thecorrelation effects among these factors and customer satisfaction.
In this paper, the qualitative research and empirical research method have beenunified. Firstly, the process of product family architecture was completed from theview of work results, and the related customer factors had been discussed. Throughdivided the architecture process into front-end and back-end, an original analysisframework would be found to study the key factors of product family architecture.Relying on this framework, the composition of key factors and the correlation amongthem had been discussed deeply using customer experience as the analysis basis. Andthen, a meticulous research of the influence from back-end factors to customersatisfaction had been completed.
The main innovation points in this research reflected in the following respects.Firstly, Constructing a complete set of product family architecture process, andbrought the creative idea activities in front-end into the research category. Secondly,based on the customer perspective, the relationship among the key factors of productfamily architecture, customer demand, customer experience and customer satisfactionhad been fully considered. Lastly, it improved content levels of the product familyarchitecture, and had a careful analysis of the product line architecture.
The results reveal that, the complete process of product family architectureincluded four main stages, such as idea conception, idea comparison and selection,idea optimization and idea life cycle management. In each stage, the customer's demands should been reflect. On the front-end of architecture, firms would focus onthe creative idea to improve the innovative of product family. There are two keyfactors namely creative ponder and identify ponder. The back-end mainly devoted toform a complete terminal product family plan and the management of lifecontinuation. The key factors include the cultivation of option value, product familyrecommendation, cost control, quality control, attribute customization and servicecustomization.The correlation between key factors appeared between the front-endand the back-end, or among the back-end factors. In addition, the excellentarchitecture has a positive influence to enhance customer satisfaction which wouldfacilitate the ascension of customer loyalty. In particular, platform architecture has amain influence to customer satisfaction by the control of quality and cost. Thepositive effect is obvious for attribute and service customized to satisfy customers,however, the cultivation of option value and product family recommendation, shouldpay more attention to the preference and decision-making ability of customer.
本文将定性的质化研究与定量的实证研究方法相结合，首先从工作结果的角度，完善了产品族架构流程，并探讨了各环节相关的顾客因素。通过将架构流程划分为前端与后端两部分，为关键要素的研究提供了一个原始框架。在此基础上，以顾客体验为分析依据，相继对产品族前后端架构关键要素的构成、架构关键要素之间的关联影响以及后端要素与顾客满意之间的关联影响进行了细致研究。
本文主要创新点包括：构建了完整的产品族架构流程，将架构前端的创意构思活动纳入研究范畴；从顾客视角出发，充分考虑顾客需求、顾客体验、顾客满意等元素与产品族架构关键要素之间的关联；完善了产品族架构的内容层次，细致分析了产品线架构的相关内容。
研究发现，完整的产品族架构流程包括多方案构思、方案比选、方案完善以及方案生命周期管理等四个主要阶段，每个环节均需要体现或服务于顾客的诉求。产品族架构前端关注的重点是通过多方案形成阶段的创意构思，提升产品族的创新性，其关键要素包括创造性构思和辨识性构思两种。架构后端主要致力于形成一个完整的终端产品族方案并对其生命力的延续进行管理，其关键要素包括选择价值培育、产品族推介、成本控制、质量控制、属性定制化与服务定制化六种。关键要素之间的关联包括前后端要素之间的关联以及架构后端关键要素之间的内部关联。除此之外，架构后端隶属于平台与定制化层面的关键要素与顾客满意之间具有显著的正向关联。对于产品线层面的选择价值培育与产品族推介，企业需要慎重考虑顾客的偏好与决策能力。
Product family has become the basic unit of development and manufacturingprocess. As the most front of development processes, architecture and its relatedproblem are the key to decide product family vitality. The existing literatures forproduct family architecture mainly concentrate on the realization methods basedengineering perspective. However, the customers would pay more attention to productexperience than physical entity. Therefore, to support the products developmentdecision under the background of mass customization, and to help manufacturersreduce the risk of product family design, this paper brought the customer perspectiveto the analysis of the key factors of product family architecture, and then explored thecorrelation effects among these factors and customer satisfaction.
In this paper, the qualitative research and empirical research method have beenunified. Firstly, the process of product family architecture was completed from theview of work results, and the related customer factors had been discussed. Throughdivided the architecture process into front-end and back-end, an original analysisframework would be found to study the key factors of product family architecture.Relying on this framework, the composition of key factors and the correlation amongthem had been discussed deeply using customer experience as the analysis basis. Andthen, a meticulous research of the influence from back-end factors to customersatisfaction had been completed.
The main innovation points in this research reflected in the following respects.Firstly, Constructing a complete set of product family architecture process, andbrought the creative idea activities in front-end into the research category. Secondly,based on the customer perspective, the relationship among the key factors of productfamily architecture, customer demand, customer experience and customer satisfactionhad been fully considered. Lastly, it improved content levels of the product familyarchitecture, and had a careful analysis of the product line architecture.
The results reveal that, the complete process of product family architectureincluded four main stages, such as idea conception, idea comparison and selection,idea optimization and idea life cycle management. In each stage, the customer's demands should been reflect. On the front-end of architecture, firms would focus onthe creative idea to improve the innovative of product family. There are two keyfactors namely creative ponder and identify ponder. The back-end mainly devoted toform a complete terminal product family plan and the management of lifecontinuation. The key factors include the cultivation of option value, product familyrecommendation, cost control, quality control, attribute customization and servicecustomization.The correlation between key factors appeared between the front-endand the back-end, or among the back-end factors. In addition, the excellentarchitecture has a positive influence to enhance customer satisfaction which wouldfacilitate the ascension of customer loyalty. In particular, platform architecture has amain influence to customer satisfaction by the control of quality and cost. Thepositive effect is obvious for attribute and service customized to satisfy customers,however, the cultivation of option value and product family recommendation, shouldpay more attention to the preference and decision-making ability of customer.
引文
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