大规模定制下客户需求分析与转化研究
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摘要
信息技术和市场经济的发展对社会、经济、生活各方面形成了巨大的冲击,为了更好地满足客户的个性化需求,同时保持批量生产带来的低成本和高效率,企业必须采取新的生产模式——大规模定制生产方式。本论文详细研究了大规模定制下的客户需求分析与转化,研究成果对大规模定制的应用推广具有重要意义。论文在相关理论综述的基础上,首先基于企业利润最大化原则,建立了客户需求聚类水平优选模型,为企业确定合理的定制程度提供决策参考。模型中,以产品与需求的差异度来衡量客户的满意度,进而采用基于满意度的产品差别定价,使企业能最大限度地获取消费者剩余,同时充分考虑大规模定制规模生产的特点,运用学习曲线估计各批产品生产成本。并通过算例证明该方法的可操作性。其次,
论文提出改进的基于灰关联分析的QFD方法,实现了客户需求向技术需求的映射转化。在模型中综合考虑市场竞争、需求类型和“卖点”对于客户需求重要度的影响,用修正后的客户需求重要度获取产品技术需求指标的重要度,使结果更为贴近企业现实。最后论文以陕西太普光电科技公司为例,分析了其LED路灯系列产品的客户需求信息和相应的技术需求指标,获得的技术需求重要度排序表明,光通量和使用寿命是企业的关键技术指标,应予以重点关注,此外,功率与结构设计有较大的提升空间,也应予以重视。
The development of Information technology and market economy forms a huge impact on all aspects of the society, economy and life. In order to meet the customers' individual needs better, while maintaining lower cost and higher efficiency which is brought by volume production, enterprises must adopt the new mode of production– mass customization production methods. In this paper, a detailed study of customer requirements analysis and transformation is made for mass customization, whose results are of great significance on the application and popularization of mass customization.
On the basis of the relevant theories overview, this paper firstly constructs an optimization model on the principle of profit-maximizing for the enterprise to determine a reasonable degree of customization. In this model, the difference between a product and the needs is used to measure the degree of customer satisfaction. Pricing the products with different satisfaction enables enterprises to maximize the consumers’surplus they get. Characteristics of mass customization-scale production are fully taken into account to estimate the cost of each production batch, using the learning curve. And the feasibility of this method is proved through an example. Secondly, an improved QFD based on gray relational analysis method is presented in the paper to achieve the mapping transformation of customer requirements to technical requirements. The impacts of market competition, type of requirement, and "selling point" are taken into consideration comprehensively in the model to obtain the importance degree of technical requirements with the revised customer requirements’importance. As a result, the results are much closer to business reality. Finally, this paper takes LED street lamp series which are produced by Shaanxi Top Photoelectricity Technology Company as the research object and makes an analysis of their customer requirements and the corresponding technical requirements. The measurement of technology requirements’importance degree indicates that luminous flux and use life are the key technology indicators that should be focused. In addition, power and structural design should also be stressed since they have more room for improvement.
论文提出改进的基于灰关联分析的QFD方法,实现了客户需求向技术需求的映射转化。在模型中综合考虑市场竞争、需求类型和“卖点”对于客户需求重要度的影响,用修正后的客户需求重要度获取产品技术需求指标的重要度,使结果更为贴近企业现实。最后论文以陕西太普光电科技公司为例,分析了其LED路灯系列产品的客户需求信息和相应的技术需求指标,获得的技术需求重要度排序表明,光通量和使用寿命是企业的关键技术指标,应予以重点关注,此外,功率与结构设计有较大的提升空间,也应予以重视。
The development of Information technology and market economy forms a huge impact on all aspects of the society, economy and life. In order to meet the customers' individual needs better, while maintaining lower cost and higher efficiency which is brought by volume production, enterprises must adopt the new mode of production– mass customization production methods. In this paper, a detailed study of customer requirements analysis and transformation is made for mass customization, whose results are of great significance on the application and popularization of mass customization.
On the basis of the relevant theories overview, this paper firstly constructs an optimization model on the principle of profit-maximizing for the enterprise to determine a reasonable degree of customization. In this model, the difference between a product and the needs is used to measure the degree of customer satisfaction. Pricing the products with different satisfaction enables enterprises to maximize the consumers’surplus they get. Characteristics of mass customization-scale production are fully taken into account to estimate the cost of each production batch, using the learning curve. And the feasibility of this method is proved through an example. Secondly, an improved QFD based on gray relational analysis method is presented in the paper to achieve the mapping transformation of customer requirements to technical requirements. The impacts of market competition, type of requirement, and "selling point" are taken into consideration comprehensively in the model to obtain the importance degree of technical requirements with the revised customer requirements’importance. As a result, the results are much closer to business reality. Finally, this paper takes LED street lamp series which are produced by Shaanxi Top Photoelectricity Technology Company as the research object and makes an analysis of their customer requirements and the corresponding technical requirements. The measurement of technology requirements’importance degree indicates that luminous flux and use life are the key technology indicators that should be focused. In addition, power and structural design should also be stressed since they have more room for improvement.
引文
[1]牛占文,孙立,郭伟.基于兴趣取向模型的个性化定制研究[J].计算机集成制造系统. 2006, 12(12):2057-2061
[2]顾巧论,季建华.大规模定制的顾客满意度指数模型研究[J].软科学. 2007, 21(5):38-41
[3]凌劲如,邓家褆.支持顾客细分策略的用户需求分析方法研究[J].工程设计. 2000, (2):10-13
[4]龚益鸣,丁明芳,崔建.顾客需求识别及其模型[J].复旦学报(自然科学版). 2003, 42(5):718-720
[5]郭伟,于鸿彬,王凤歧等.产品生命周期需求获取及拓展技术的研究[J].计算机集成制造系统. 1999, 5(5):54-57
[6]郭伟,王凤歧,董志林等.面向并行设计的产品需求建模方法的应用研究[J]. 1998, 31(5):576-581
[7]张和明,熊光楞.产品需求获取及其结构化建模方法[J].计算机集成制造系统. 2001, 7(10):18-21
[8]孙伟,马沁怡,刘晓冰.基于设计仓库的产品需求获取与处理方法研究[J].计算机集成制造系统. 2003, 9(8):686-689
[9]岳同启,王吉军,王海军等.智能客户需求获取系统的结构设计[J].大连大学学报. 2003, 24(4):59-62
[10]郑华林,刘飞,王逢春等.面向大规模定制的产品需求建模方法研究[J].中国机械工程. 2003, 14(6):471-474
[11] Meng-Dar Shieh, Wei Yan, Chun-Hsien Chen. Soliciting customer requirements for product redesign based on picture sorts and ART2 neural network [J]. Expert Systems with Applications. 2008,(34):194-204
[12]祝风金.面向大批量定制的客户需求分析技术[J].工业控制计算机. 2008, (6):81-83
[13]谭建荣,张树有,纪杨建等.集成环境下大批量定制的产品配置设计技术及其应用[J].中国机械工程. 2004, 15(19):1706-1708
[14]孙伟,刘晓冰,韩永生等.面向大规模定制客户化生产的产品设计及其产品规划方法研究[J].机械科学与技术. 2001, 20(2):315-317
[15]王红军,陈庆新,陈新等.基于效用分析的客户聚类方法研究[J].计算机集成制造系统—CIMS. 2003, 9(3):237-241
[16] Amiri A. Customer-oriented Catalog Segmentation: Effective Solution Ap-策. 2007, (5):50-51
[49]关增产,吴清烈.大规模定制模式下的客户需求聚类分析与定制优化[J].统计与决策. 2009, (1):181-183
[50]刘晓伟,梁樑,吴德胜.MC模式下顾客需求与厂商供应的纳什均衡[J].运筹与管理.2004, 13(3):61-66
[51]盛方正,季建华.顾客个性化需求和厂商利润最大化的博弈研究[J].工业工程与管理. 2007, (5):15-17
[52]周俊,梁樑,余玉刚.基于顾客个性化需求的输出优化和指派问题[J].系统工程理论方法应用. 2002, 11(2):141-145
[53]周俊,梁樑,余玉刚.基于顾客满意度最大化的生产指派问题[J].管理工程学报. 2004, 18(4):1-5
[54]梁樑,刘晓伟,余玉刚等. MC模式下多属性产品的生产指派问题[J].系统工程学报. 2004, 19(2):188-192
[55]梁琛平,彭灿. MC模式下多属性产品的改进生产指派模型[J].工业工程与管理. 2009, 14(3):96-104
[56]周康渠,韩晓刚,朱晓红等.基于客户满意的产品定制模型研究[J].计算机集成制造系统. 2004, 10(11):1338-1342
[57]王永兴,徐俊,张元鸣等.基于定制产品的客户聚类分析方法及其应用[J].浙江工业大学学报. 2009, 37(4):406-410
[58]高尚,杨静宇,吴小俊.聚类问题的蚁群算法[J].计算机工程与应用. 2004(8):90-91.
[59] Azzag H, Venturini G, Oliver A, et al. A Hierarchical Ant Based Clustering Algorithm and Its Use in Three Real-world Applications [J]. European Journal of Operational Research. 2007, 179:906-922.
[60]苏艳,廖文和,郭宇等.面向大批量定制设计的定制客户动态聚类方法研究[J].中国机械工程. 2007, 18(22):2711-2716
[61]张维,潘福铮.一种基于遗传算法的模糊聚类[J].湖北大学学报(自然科学版). 2002, 24(2):101-104.
[62]李洁,高新波,焦李成.基于克隆算法的网络结构聚类新算法[J].电子学报, 2004, 32(7):1195-1199
[63] Guha S., Rastogi R., Shim K. Rock: A Robust Clustering Algorithm for Catego- rieal Attributes [J]. Information Systems. 2000, 25(5):345-366
[64]何增有,邓胜春,徐晓飞等.一种基于垂直分布的非数值数据聚类算法[J].小型微型计算机系统. 2003, 24(12):2267-226
[65]赵宏霞,杨皎平,陈宗娇.面向客户需求细分的数据挖掘研究[J].科技管理研究. 2005, (11):207-210
[66]李玉林,肖莉,王东.基于顾客需求转换的QFD方法改进研究[J].企业技术开发. 2009, 28(5):114-116
[67]詹蓉.面向即时顾客化定制的个性化需求预测方法研究[D].华中科技大学博士学位论文. 2008, 10
[68]季建华,连海佳,顾巧论. MC模式下市场需求弹性因素分析[J].工业工程与管理. 2006, (6):38-43
[69]黄英爽.基于客户满意度的MC企业定制程度优化研究[D].山东大学硕士学位论文. 2008, 3
[70]魏泽娥,陈刚.大规模定制产品定价的主要影响因素分析[J].科技情报开发与经济. 2007, 17(3):134-136
[71]陈以增,唐加福,侯荣涛等.基于质量屋的产品设计过程[J].计算机集成制造系统. 2002, 8(10):757-761
[72]杨明顺,林志航. QFD中顾客需求重要度确定的一种方法[J].管理科学学报. 2003, 6(5): 65-71
[73] ERTAY T, KAHRAMAN C, RUAND D. Quality function deployment imple- mentation based on analytic network process with linguistic data: an application in automotive industry [J]. Journal of Intelligent & Fuzzy Systems. 2005, 16(1): 221-232
[74]侯智,陈世平.基于Kano模型的用户需求重要度调整方法研究[J].计算机集成制造系统. 2005, 11(12):1785-1789
[75]杨明顺,李言,李淑娟等.质量屋中考虑竞争性评估的技术特征重要度确定[J].计算机集成制造系统. 2009, 15(2):383-388
[76] CHAN L K, WU M L. A systematic approach to quality function deployment with a full illustrative example [J]. Omega. 2005, 33(1):119-139
[77]程丹,吴清烈.模糊层次法在大规模定制客户需求评估中的应用[J].价值工程. 2008, (11):102-105
[2]顾巧论,季建华.大规模定制的顾客满意度指数模型研究[J].软科学. 2007, 21(5):38-41
[3]凌劲如,邓家褆.支持顾客细分策略的用户需求分析方法研究[J].工程设计. 2000, (2):10-13
[4]龚益鸣,丁明芳,崔建.顾客需求识别及其模型[J].复旦学报(自然科学版). 2003, 42(5):718-720
[5]郭伟,于鸿彬,王凤歧等.产品生命周期需求获取及拓展技术的研究[J].计算机集成制造系统. 1999, 5(5):54-57
[6]郭伟,王凤歧,董志林等.面向并行设计的产品需求建模方法的应用研究[J]. 1998, 31(5):576-581
[7]张和明,熊光楞.产品需求获取及其结构化建模方法[J].计算机集成制造系统. 2001, 7(10):18-21
[8]孙伟,马沁怡,刘晓冰.基于设计仓库的产品需求获取与处理方法研究[J].计算机集成制造系统. 2003, 9(8):686-689
[9]岳同启,王吉军,王海军等.智能客户需求获取系统的结构设计[J].大连大学学报. 2003, 24(4):59-62
[10]郑华林,刘飞,王逢春等.面向大规模定制的产品需求建模方法研究[J].中国机械工程. 2003, 14(6):471-474
[11] Meng-Dar Shieh, Wei Yan, Chun-Hsien Chen. Soliciting customer requirements for product redesign based on picture sorts and ART2 neural network [J]. Expert Systems with Applications. 2008,(34):194-204
[12]祝风金.面向大批量定制的客户需求分析技术[J].工业控制计算机. 2008, (6):81-83
[13]谭建荣,张树有,纪杨建等.集成环境下大批量定制的产品配置设计技术及其应用[J].中国机械工程. 2004, 15(19):1706-1708
[14]孙伟,刘晓冰,韩永生等.面向大规模定制客户化生产的产品设计及其产品规划方法研究[J].机械科学与技术. 2001, 20(2):315-317
[15]王红军,陈庆新,陈新等.基于效用分析的客户聚类方法研究[J].计算机集成制造系统—CIMS. 2003, 9(3):237-241
[16] Amiri A. Customer-oriented Catalog Segmentation: Effective Solution Ap-策. 2007, (5):50-51
[49]关增产,吴清烈.大规模定制模式下的客户需求聚类分析与定制优化[J].统计与决策. 2009, (1):181-183
[50]刘晓伟,梁樑,吴德胜.MC模式下顾客需求与厂商供应的纳什均衡[J].运筹与管理.2004, 13(3):61-66
[51]盛方正,季建华.顾客个性化需求和厂商利润最大化的博弈研究[J].工业工程与管理. 2007, (5):15-17
[52]周俊,梁樑,余玉刚.基于顾客个性化需求的输出优化和指派问题[J].系统工程理论方法应用. 2002, 11(2):141-145
[53]周俊,梁樑,余玉刚.基于顾客满意度最大化的生产指派问题[J].管理工程学报. 2004, 18(4):1-5
[54]梁樑,刘晓伟,余玉刚等. MC模式下多属性产品的生产指派问题[J].系统工程学报. 2004, 19(2):188-192
[55]梁琛平,彭灿. MC模式下多属性产品的改进生产指派模型[J].工业工程与管理. 2009, 14(3):96-104
[56]周康渠,韩晓刚,朱晓红等.基于客户满意的产品定制模型研究[J].计算机集成制造系统. 2004, 10(11):1338-1342
[57]王永兴,徐俊,张元鸣等.基于定制产品的客户聚类分析方法及其应用[J].浙江工业大学学报. 2009, 37(4):406-410
[58]高尚,杨静宇,吴小俊.聚类问题的蚁群算法[J].计算机工程与应用. 2004(8):90-91.
[59] Azzag H, Venturini G, Oliver A, et al. A Hierarchical Ant Based Clustering Algorithm and Its Use in Three Real-world Applications [J]. European Journal of Operational Research. 2007, 179:906-922.
[60]苏艳,廖文和,郭宇等.面向大批量定制设计的定制客户动态聚类方法研究[J].中国机械工程. 2007, 18(22):2711-2716
[61]张维,潘福铮.一种基于遗传算法的模糊聚类[J].湖北大学学报(自然科学版). 2002, 24(2):101-104.
[62]李洁,高新波,焦李成.基于克隆算法的网络结构聚类新算法[J].电子学报, 2004, 32(7):1195-1199
[63] Guha S., Rastogi R., Shim K. Rock: A Robust Clustering Algorithm for Catego- rieal Attributes [J]. Information Systems. 2000, 25(5):345-366
[64]何增有,邓胜春,徐晓飞等.一种基于垂直分布的非数值数据聚类算法[J].小型微型计算机系统. 2003, 24(12):2267-226
[65]赵宏霞,杨皎平,陈宗娇.面向客户需求细分的数据挖掘研究[J].科技管理研究. 2005, (11):207-210
[66]李玉林,肖莉,王东.基于顾客需求转换的QFD方法改进研究[J].企业技术开发. 2009, 28(5):114-116
[67]詹蓉.面向即时顾客化定制的个性化需求预测方法研究[D].华中科技大学博士学位论文. 2008, 10
[68]季建华,连海佳,顾巧论. MC模式下市场需求弹性因素分析[J].工业工程与管理. 2006, (6):38-43
[69]黄英爽.基于客户满意度的MC企业定制程度优化研究[D].山东大学硕士学位论文. 2008, 3
[70]魏泽娥,陈刚.大规模定制产品定价的主要影响因素分析[J].科技情报开发与经济. 2007, 17(3):134-136
[71]陈以增,唐加福,侯荣涛等.基于质量屋的产品设计过程[J].计算机集成制造系统. 2002, 8(10):757-761
[72]杨明顺,林志航. QFD中顾客需求重要度确定的一种方法[J].管理科学学报. 2003, 6(5): 65-71
[73] ERTAY T, KAHRAMAN C, RUAND D. Quality function deployment imple- mentation based on analytic network process with linguistic data: an application in automotive industry [J]. Journal of Intelligent & Fuzzy Systems. 2005, 16(1): 221-232
[74]侯智,陈世平.基于Kano模型的用户需求重要度调整方法研究[J].计算机集成制造系统. 2005, 11(12):1785-1789
[75]杨明顺,李言,李淑娟等.质量屋中考虑竞争性评估的技术特征重要度确定[J].计算机集成制造系统. 2009, 15(2):383-388
[76] CHAN L K, WU M L. A systematic approach to quality function deployment with a full illustrative example [J]. Omega. 2005, 33(1):119-139
[77]程丹,吴清烈.模糊层次法在大规模定制客户需求评估中的应用[J].价值工程. 2008, (11):102-105