面向MC的客户群体需求倾向模型构建方法的研究与应用
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摘要
MC(Mass Customization，大规模定制)的核心思想就是以批量生产的效率和成本满足市场对产品的个性化需求。合理的产品族布局是MC的基础和保障。以市场需求来指导产品族的规划是一个新兴的研究课题，它需要将属于客户视角的、模糊的市场需求转化为属于设计视角的、量化的、具有工程意义的技术参数或指标。本文从这个需求出发，建立了客户群体需求倾向模型，采用关联分析法、聚类和动态QFD (Quality Function Deployment) 等技术解决了客户需求的工程转化问题，并获取了对产品族的规划，功能模块化、部件标准化具有重要指导意义的参数。研究内容包括：
● 研究了客户群体需求倾向的建模过程和量化过程；运用联合分析法，将模糊的客户群体需求倾向转化为量化的属性重要度和水平效应值。
● 研究了面向MC的目标市场的细分过程；结合设计需求，定义了面向MC的目标市场；运用两次聚类的方法，完成对目标市场的细分和获取目标市场的水平效应分布情况。
● 研究了客户群体需求倾向的工程技术特征化过程。运用动态QFD技术和协同技术，构建HoQ (House of Quality) 链，实现了客户需求从需求域到功能域到物理域的信息传递和转化过程。获取了实体部件的代变异指标以及功能模块和实体部件的关联指标。
本文最后针对以冰箱为代表的结构相对简单，功能模块划分清晰的家电产品，运用Java技术，开发了协同式产品规划和决策支持系统，成功解决客户群体需求倾向的量化和工程技术特征化问题，获取了冰箱的压缩机具有最高的标准化需求，冰箱的压缩功能具有最高的模块化需求这一关键的设计信息，为企业的产品族规划提供重要的参考素材。
The key thought of MC(Mass Customization) is to fulfill the personal market requirement at the efficiency and cost of Mass Manufacturing. Rational layout of PF(Product Family) is the basis of MC. There is a new research field to study how to instruct the layout of PF by the market requirement where it is essential to transform the fuzzy market requirement belonged to the vision of customers into the numeric and design-faced indexes which present Engineer Characteristics. This paper Structured the Model of TOCGR (Tendency of Customer Group' Requirement) to accomplish the process of transforming. It utilized the Conjoint Analysis, Cluster and dynamic QFD(Quality Function Deployment) to achieve the process of the engineer-transformed and get those indexes and their taxis which are important to the layout of PF which includes:
Studying the modeling process and the numerical process of TOCGR, applied Conjoint Analysis to transforming the fuzzy requirements of customer group into numerical parameters including in the importance of attributes and the values of utilities of different levels of the TOCGR.
Studying the subdivision of the market. According of the requirement of development of product, defined the object market faced to MC, employed the two-phase cluster in segmenting of market and get the distribution of utilities.
Studying the process transforming the result set of numerical parameters into Engineering Characteristics. Constructed the HoQ(House of Quality) chain combined the dynamic of QFD, succeeded in the transferring process of info from the view of market requirement to the functional view and to the Physics view. Obtained the GVI(Generation Variety Index) of parts and the CI of parts and functional module
At last, researched and developed the CPDDS(collaborative product-scheming and Decision-supporting) system which made the refrigeratory as the object of the Case whose structure is simple and function modules are independent, succeeded in transforming the fuzzy requirements of Customers into the Engineering Characteristics and acquired the significant knowledge that the compressor of refrigeratory need
standardization most and the compress module needs modularization most, which provided reference info for the layout of PF of refrigeratory.
● 研究了客户群体需求倾向的建模过程和量化过程；运用联合分析法，将模糊的客户群体需求倾向转化为量化的属性重要度和水平效应值。
● 研究了面向MC的目标市场的细分过程；结合设计需求，定义了面向MC的目标市场；运用两次聚类的方法，完成对目标市场的细分和获取目标市场的水平效应分布情况。
● 研究了客户群体需求倾向的工程技术特征化过程。运用动态QFD技术和协同技术，构建HoQ (House of Quality) 链，实现了客户需求从需求域到功能域到物理域的信息传递和转化过程。获取了实体部件的代变异指标以及功能模块和实体部件的关联指标。
本文最后针对以冰箱为代表的结构相对简单，功能模块划分清晰的家电产品，运用Java技术，开发了协同式产品规划和决策支持系统，成功解决客户群体需求倾向的量化和工程技术特征化问题，获取了冰箱的压缩机具有最高的标准化需求，冰箱的压缩功能具有最高的模块化需求这一关键的设计信息，为企业的产品族规划提供重要的参考素材。
The key thought of MC(Mass Customization) is to fulfill the personal market requirement at the efficiency and cost of Mass Manufacturing. Rational layout of PF(Product Family) is the basis of MC. There is a new research field to study how to instruct the layout of PF by the market requirement where it is essential to transform the fuzzy market requirement belonged to the vision of customers into the numeric and design-faced indexes which present Engineer Characteristics. This paper Structured the Model of TOCGR (Tendency of Customer Group' Requirement) to accomplish the process of transforming. It utilized the Conjoint Analysis, Cluster and dynamic QFD(Quality Function Deployment) to achieve the process of the engineer-transformed and get those indexes and their taxis which are important to the layout of PF which includes:
Studying the modeling process and the numerical process of TOCGR, applied Conjoint Analysis to transforming the fuzzy requirements of customer group into numerical parameters including in the importance of attributes and the values of utilities of different levels of the TOCGR.
Studying the subdivision of the market. According of the requirement of development of product, defined the object market faced to MC, employed the two-phase cluster in segmenting of market and get the distribution of utilities.
Studying the process transforming the result set of numerical parameters into Engineering Characteristics. Constructed the HoQ(House of Quality) chain combined the dynamic of QFD, succeeded in the transferring process of info from the view of market requirement to the functional view and to the Physics view. Obtained the GVI(Generation Variety Index) of parts and the CI of parts and functional module
At last, researched and developed the CPDDS(collaborative product-scheming and Decision-supporting) system which made the refrigeratory as the object of the Case whose structure is simple and function modules are independent, succeeded in transforming the fuzzy requirements of Customers into the Engineering Characteristics and acquired the significant knowledge that the compressor of refrigeratory need
standardization most and the compress module needs modularization most, which provided reference info for the layout of PF of refrigeratory.
引文
[1] Jiaoxin Jiao,Mitchell M Tseng. Fundamentals of product family architecture[J]. Integrated Manufacturing Systems.2000,11(7):469-483
[2] FulkerSon,Bill.Response to dynamic change in the market place[J]. Decision Support System. 1997.32(3):199-214
[3] Pingjun Jiang. Segment-based mass customization: an exploration of a new conceptual marketing framework[J].Internet Research:Electronic NetWork Applications and Policy.2001,10(3):215-226
[4] Sehyun Myung,SoonHungHan. Knowledge-based parametric design of mechanical products based on configuration design method[J].Export System With Application.2001,21(2):99-107
[5] JerryWind,RevindReagswamy. Customerization: The next revolution in mass customization.Journal of Interactive Marketing. 2001,15(1): 13-32
[6] Gunilla sivard.Ageneric Information Platform for Product Family[D].Division of Computer System for Design and Manufacturing Department of Production Engineering. Doctor Thesis.
[7] Thomas Reutterer, Herbert W. Kotzab. The Use of Conjoint-Analysis for Measuring Preferences in Supply Chain Design. Industrial marketing management.2000.29(1):27-35
[8] Tormod Nas,Elin Kubberod,Hanne Sivertsen. Identifying and interpreting market segments using conjoint analysis. Food Quality and Preference.2001.12(2): 133-143
[9] Tseng, Mitchell M,DuXuehong. Design by customers for mass customization products. CIRP Annals - Manufacturing Technology. 1998.47(1):103-106
[10] Heli Kirvesoja, Seppo Vayrynen. Comparative evaluation of the conjoint analysis and paired comparison methods applied to the design and evaluation of multipurpose chairs. Theoretical Issues in Ergonomics Science.2000.1(3):283-299
[11] John J. Cristiano,Jeffrey K. Liker,Chelsea C,White Ⅲ.Customer-driven product development through quality function deployment in the u.s. and japan. Journal of Product Innovation Management.2000.17(4):286-308
[12] Kim Jae Kyeong, Han Chang Hee, Choi Sang Hyu, Kim Soung Hie. Knowledge-based approach to the quality function deployment. Computers & Industrial
Engineering. 1998.35(1-2):233-236
[13] R.J. Kuo, L.M. Ho, C.M. Hu. Cluster analysis in industrial market segmentation through artificial neural network. Computers & industrial engineering.2002.42(2-4):391-399
[14] Erens F. Product modelling and other functions. In: Wortmann J, Muntslag D, Timmermans P,eds. Customer-driven manufacturing[M]. London: Chapman & Hall, 1997:193～208
[15] Mitchell M.Tseng, Jianxin Jiao. Design for mass customization(C). Annals of the CIRP. 1996,45(1):153～156
[16] Thomas P. Cullinane, Pratap S.S.Chinnaiah, Naken Wongrasu, Sagar V. Kamarthi. A Generic IDEF0 Model ora Produdtion System[C]. Innovation in Technology Managemen—The Key to Golbal Leadership. PICMET'97
[17] S Bruce Han, Shaw K Chen, Maling Ebrahimpour, Manbir S Sodhi. A conceptual QFD planning model. International Journal of Quality & Reliability Management:2001.18(8):796-812
[18] Conjoint Aanalysis: An Introduction. Marketvision-Research.http://mv-research.com
[19] Tutorial For Conjoint Analysis. http://googles.com. Index words:Conjoint Analysis.
[20] 顾新建，祁国宁．全球集成制造与大成组工程(一)[J]．工厂建设与设计．1996，6：28～32
[21] 顾新建，祁国宁．全球集成制造与大成组-工程(二)[J]．工厂建设与设计．1997，1：30～32
[22] 董建华，肖田元，乔桂秀等．面向MC的制造系统的关键技术IJ)．计算机集成制造与设计—CIMS．2002，8(8)：589-592
[23] 王宝友，宁汝新，崔丽华．支持基于Internet的MC的产品信息管理系统．现代制造技术．2002，19(3)：32-36
[24] 刘晓冰，董建华，孙伟．面向产品族的建模技术研究．计算机辅助设计与图形学学报．2001，19(3)：636-641
[25] 张涛．大批量定制生产中的一些关键技术于系统的研究[M]．浙江大学机械学院硕士论文
[26] David M.Anderson, B.Joseph PineⅡ著．冯涓，李和良，白立新译．21世纪企业竞争前沿—MC下的敏捷产品开发[M]．机械工业出版社，1999，12
[27] 阴向阳，童秉枢，蒋平，韩永生．机械产品族模型的建立方法[C]．第一届国际机械工程学术会议(ICME2000)．2000，11
[28] 阴向阳，童秉枢．产品配置到产品结构的转化算法[J]．清华大学学报．2000，40(5)：58～61，65
[29] 阴向阳．面向大批量定制的配置设计方法[J]．http://www.prdm.net/papers/MC/MCOOO2-20020826-MC%20for%20design.htm
[30] 阴向阳．面向大批量定制的配置设计研究[D]．清华大学博士学位论文．2000
[31] 王爱民，孟明辰，黄靖远．通过动态QFD实现需求驱动的产品族设计方法研究．http://www.prdm.net/papers/MC/MCOOO2-20020826-MC%20for%20design.htm
[32] 王爱民，孟明辰，黄靖远．聚类算法在产品族设计中的应用．http：//www.prdm.net/papers/MC/MCO002-20020826-MC%20for%20design.htm
[33] 基于Web的客户个性化设计系统．http://wwww\.cmc.gov/
[34] 工业汽轮机异地选型系统．http://www.mc.zju.edu.cn/htc
[35] 凿岩机配置没计系统．http:www.kaishan.com.cnequest
[35] Jiawei Han,Micheline Kamber著．范明，盂小峰译．数据挖掘概念与技术[M]．机械工业出版社．2001，8
[36] Jesus Mena.Data Mining Your Website[M].Butterworth-Heinemann Publisher.1999
[37] 朱祖平．产品概念交合分析的原理与案例研究[J]．科研管理．2000．9，21(5)：95-102
[38] 芩咏霆。联合分析法在预测中的应用．工业工程与管理．2002．1：45～48
[39] 李飞，徐成贤．QFD技术中各设计要求间依赖关系的线性处理．系统工程理论与实践．2000．4：4～9
[40] 王永山，孙建广等．基于质量功能配置的软件开发．机械科学与技术．2002．9．21(5)：857-861
[41] 高琦，吴昭同．基于质量功能配置的产品优化设计．机械科学与技术．2002．11．21(6)：1031～1033
[42] 丁善婷，钟毓宁．基于神经网络的动态QFD方法．湖北工学院学报术．2002．12．17(4)：74～76
[43] 梁海顺，袁建畅．工程模糊设计与分析．西北纺织工学院[M]．1999．9
[44] 陈莹，邱锡钧．协同理论方法在飞机识别中的应用．上海大学学报．2002，8(5)：401-404
[2] FulkerSon,Bill.Response to dynamic change in the market place[J]. Decision Support System. 1997.32(3):199-214
[3] Pingjun Jiang. Segment-based mass customization: an exploration of a new conceptual marketing framework[J].Internet Research:Electronic NetWork Applications and Policy.2001,10(3):215-226
[4] Sehyun Myung,SoonHungHan. Knowledge-based parametric design of mechanical products based on configuration design method[J].Export System With Application.2001,21(2):99-107
[5] JerryWind,RevindReagswamy. Customerization: The next revolution in mass customization.Journal of Interactive Marketing. 2001,15(1): 13-32
[6] Gunilla sivard.Ageneric Information Platform for Product Family[D].Division of Computer System for Design and Manufacturing Department of Production Engineering. Doctor Thesis.
[7] Thomas Reutterer, Herbert W. Kotzab. The Use of Conjoint-Analysis for Measuring Preferences in Supply Chain Design. Industrial marketing management.2000.29(1):27-35
[8] Tormod Nas,Elin Kubberod,Hanne Sivertsen. Identifying and interpreting market segments using conjoint analysis. Food Quality and Preference.2001.12(2): 133-143
[9] Tseng, Mitchell M,DuXuehong. Design by customers for mass customization products. CIRP Annals - Manufacturing Technology. 1998.47(1):103-106
[10] Heli Kirvesoja, Seppo Vayrynen. Comparative evaluation of the conjoint analysis and paired comparison methods applied to the design and evaluation of multipurpose chairs. Theoretical Issues in Ergonomics Science.2000.1(3):283-299
[11] John J. Cristiano,Jeffrey K. Liker,Chelsea C,White Ⅲ.Customer-driven product development through quality function deployment in the u.s. and japan. Journal of Product Innovation Management.2000.17(4):286-308
[12] Kim Jae Kyeong, Han Chang Hee, Choi Sang Hyu, Kim Soung Hie. Knowledge-based approach to the quality function deployment. Computers & Industrial
Engineering. 1998.35(1-2):233-236
[13] R.J. Kuo, L.M. Ho, C.M. Hu. Cluster analysis in industrial market segmentation through artificial neural network. Computers & industrial engineering.2002.42(2-4):391-399
[14] Erens F. Product modelling and other functions. In: Wortmann J, Muntslag D, Timmermans P,eds. Customer-driven manufacturing[M]. London: Chapman & Hall, 1997:193～208
[15] Mitchell M.Tseng, Jianxin Jiao. Design for mass customization(C). Annals of the CIRP. 1996,45(1):153～156
[16] Thomas P. Cullinane, Pratap S.S.Chinnaiah, Naken Wongrasu, Sagar V. Kamarthi. A Generic IDEF0 Model ora Produdtion System[C]. Innovation in Technology Managemen—The Key to Golbal Leadership. PICMET'97
[17] S Bruce Han, Shaw K Chen, Maling Ebrahimpour, Manbir S Sodhi. A conceptual QFD planning model. International Journal of Quality & Reliability Management:2001.18(8):796-812
[18] Conjoint Aanalysis: An Introduction. Marketvision-Research.http://mv-research.com
[19] Tutorial For Conjoint Analysis. http://googles.com. Index words:Conjoint Analysis.
[20] 顾新建，祁国宁．全球集成制造与大成组工程(一)[J]．工厂建设与设计．1996，6：28～32
[21] 顾新建，祁国宁．全球集成制造与大成组-工程(二)[J]．工厂建设与设计．1997，1：30～32
[22] 董建华，肖田元，乔桂秀等．面向MC的制造系统的关键技术IJ)．计算机集成制造与设计—CIMS．2002，8(8)：589-592
[23] 王宝友，宁汝新，崔丽华．支持基于Internet的MC的产品信息管理系统．现代制造技术．2002，19(3)：32-36
[24] 刘晓冰，董建华，孙伟．面向产品族的建模技术研究．计算机辅助设计与图形学学报．2001，19(3)：636-641
[25] 张涛．大批量定制生产中的一些关键技术于系统的研究[M]．浙江大学机械学院硕士论文
[26] David M.Anderson, B.Joseph PineⅡ著．冯涓，李和良，白立新译．21世纪企业竞争前沿—MC下的敏捷产品开发[M]．机械工业出版社，1999，12
[27] 阴向阳，童秉枢，蒋平，韩永生．机械产品族模型的建立方法[C]．第一届国际机械工程学术会议(ICME2000)．2000，11
[28] 阴向阳，童秉枢．产品配置到产品结构的转化算法[J]．清华大学学报．2000，40(5)：58～61，65
[29] 阴向阳．面向大批量定制的配置设计方法[J]．http://www.prdm.net/papers/MC/MCOOO2-20020826-MC%20for%20design.htm
[30] 阴向阳．面向大批量定制的配置设计研究[D]．清华大学博士学位论文．2000
[31] 王爱民，孟明辰，黄靖远．通过动态QFD实现需求驱动的产品族设计方法研究．http://www.prdm.net/papers/MC/MCOOO2-20020826-MC%20for%20design.htm
[32] 王爱民，孟明辰，黄靖远．聚类算法在产品族设计中的应用．http：//www.prdm.net/papers/MC/MCO002-20020826-MC%20for%20design.htm
[33] 基于Web的客户个性化设计系统．http://wwww\.cmc.gov/
[34] 工业汽轮机异地选型系统．http://www.mc.zju.edu.cn/htc
[35] 凿岩机配置没计系统．http:www.kaishan.com.cnequest
[35] Jiawei Han,Micheline Kamber著．范明，盂小峰译．数据挖掘概念与技术[M]．机械工业出版社．2001，8
[36] Jesus Mena.Data Mining Your Website[M].Butterworth-Heinemann Publisher.1999
[37] 朱祖平．产品概念交合分析的原理与案例研究[J]．科研管理．2000．9，21(5)：95-102
[38] 芩咏霆。联合分析法在预测中的应用．工业工程与管理．2002．1：45～48
[39] 李飞，徐成贤．QFD技术中各设计要求间依赖关系的线性处理．系统工程理论与实践．2000．4：4～9
[40] 王永山，孙建广等．基于质量功能配置的软件开发．机械科学与技术．2002．9．21(5)：857-861
[41] 高琦，吴昭同．基于质量功能配置的产品优化设计．机械科学与技术．2002．11．21(6)：1031～1033
[42] 丁善婷，钟毓宁．基于神经网络的动态QFD方法．湖北工学院学报术．2002．12．17(4)：74～76
[43] 梁海顺，袁建畅．工程模糊设计与分析．西北纺织工学院[M]．1999．9
[44] 陈莹，邱锡钧．协同理论方法在飞机识别中的应用．上海大学学报．2002，8(5)：401-404