面向电动汽车租赁的多目标服务组合优化设计

电动汽车租赁行业迅速发展。为满足消费者和企业的综合需求,研究了面向电动汽车租赁的多目标服务组合优化设计方法。借助模糊理论确定各服务项权重,引入失望理论描述顾客的欣喜与失望感知以计算感知绩效,建立方案成本、相容度、市场竞争指数的计算方法,最终提出顾客感知绩效最大、成本最低、方案相容最优、市场竞争力最大的电动汽车租赁多目标服务组合优化设计模型。通过一种面向多阶段的多目标权重确定法对不同阶段的多目标决策设定权重。最后,通过实际项目案例对模型进行有效性验证,针对推广市场的不同阶段分别制定服务组合套餐,目标优化结果显著,为电动汽车租赁企业在服务设计方面提供了科学有效的决策方法。     

实现顾客满意的破坏式营销

破坏式营销是一种适应经济全球化、企业竞争激烈背景的营销理念.为了进一步明确营销创新的方法和途径,从顾客需求精准把握的角度对破坏式营销进行释义,从企业和消费者角度探讨其可行性,指出企业实施破坏性营销只有从顾客价值分析、市场定位、产品组合设计、产品定价及品牌传播诸方面进行,才能达到真正意义的顾客满意.     

基于顾客选择和制造复杂性优化的并行装配系统设计方法

为平衡并行装配过程中生产柔性、制造复杂性和产品多样性之间的矛盾,提出一种基于顾客选择和制造复杂性优化的并行装配系统设计方法。面向所有可能的并行装配系统结构,通过分析并行结构复杂性和细分市场顾客选择产品过程,建立了市场占有率和制造复杂性的多目标优化模型,并提出求解该问题的两层嵌套遗传算法,内层实现当前产品组合的最小制造复杂性产品调度,外层在不同产品组合中搜寻两目标综合表现最优解,以此来评价不同并行装配系统结构设计的优劣。最后结合一个算例验证了该方法的有效性。     

一个基于条件概率的定向促销模型

随着市场竞争的加剧,各公司采取的促销手段也越来越多,就企业针对不同目标顾客采取的定向促销方式,在研究了影响消费者购买行为因素的基础上,建立了基于条件概率的定向促销模型。分析了企业采取不同定向促销手段后市场份额和利润的变化,从而帮助企业选择最优的促销策略。     

淘宝网店服务质量对顾客忠诚度的影响研究述评

随着网络购物市场的不断扩大,越来越多的店铺在网络中开始经营。网店要在网络购物这个市场中占有市场、保持盈利并且发展,就需要通过优质的网店服务来吸引和保留消费者。对于电子商务企业而言,其竞争程度也日益加剧。而在一个竞争的市场中,顾客决定着企业的生存与发展,获取和保持忠诚的顾客不仅是企业获利的直接来源,也是其维持竞争优势的重要源泉。服务质量与顾客忠诚间关系密切,服务质量决定顾客的最终行为,若服务企业提供卓越的服务,则将导致顾客产生正向的行为意向。针对网络店铺的服务质量,本文根据有关淘宝网店服务质量现有的研究和相关理论,探讨了淘宝网店服务质量对顾客忠诚的影响这一领域的研究现状、研究不足和未来研究方向。     

顾客体验管理的概念、实施框架与策略

顾客体验管理是战略性地管理顾客对产品或公司全面体验的过程,它是一种注重顾客参与的、动态的、系统性的顾客关系管理模式.建立以顾客体验的需求识别、影响因素分析、创造与完善以及绩效评价为核心内容的顾客体验管理框架,可以确保企业在对顾客体验需求进行准确把握的基础上,为处于生命周期不同阶段的顾客创造和传递符合其需要和价值层次的特定体验.在实施顾客体验管理过程中,企业需要关注体验式文化的建立、员工的招募和培训、体验式产品的设计、体验式营销环境的建立等多个环节.     

服务价值管理

从顾客和企业两视角,讨论了服务产品顾客感知价值和企业价值,建立了服务价值模型,并据此探讨了企业的管理方法。     

GAP修正模型的移动市场顾客满意度研究

对传统GAP模型进行了改进,提出了把"差异分数"和"差异除数"结合起来分析;适当地增减SERVQUAL量表的问题内容和数量;利用因子分析来解释顾客满意度的服务属性而不是采取事先定义等改进措施.通过改进的GAP模型进行了实证研究,找出了移动市场顾客满意度的服务属性,并对之进行了定义(顾客情感、雇员行为、硬件措施、企业表现)、解释和排序.     

概念设计方案评估中顾客满意度确定的一种方法

顾客的满意程度是评价与选择产品概念设计方案中要考虑的一项重要因素。利用建立起来的QFD(Quality Function Deployment)中产品规划质量屋中的信息，根据已有的基于语言术语的专家经验和知识，并引入神经网络实现基于神经网络的模糊推理，从而可以有效地进行概念设计方案顾客满意度的评估，为产品概念设计方案的评价与选择提供决策支持。并以工业高速链式平缝机为例进行了研究。     

标准与市场

1.标准是市场的产物企业的商品生产与经营由市场(顾客)需求定位,企业要通过市场调研、市场细分,识别顾客需求,正确反映顾客需求。顾客的需求信息可以是明确的,也可以是模糊的;可以是理性的,也可以是感性的;可以是顾客的普遍要求,也可以是个别顾客的要求;可以是强烈要求,也可能是一般期望;有的要求关系到产品基本使用功能,有的属于辅助功能。尽管这些需求信息显得含糊、抽象、杂乱以及缺乏量的概念,但却是企业产品市场定位的基础,是企业产品创新的契机,同时也是企业开发研制产品标准的源泉和起点。但企业必须将这些需求信息加以充分地揭示与…     

A data-driven approach for the optimisation of product specifications

In order to develop the profit-maximising, market share-maximising or cost-minimising bundle of product engineering specifications with proper performance levels, an optimisation model driven by operating data is proposed. The operating data are input as the sources to conduct the optimisation and a data-based customer satisfaction function can be formed. Then, a customer choice model developed from the customer satisfaction is constructed to estimate the customer choice probability. The expected market share (EMS) then can be derived from the choice probability. After all, a multi-objective model is constructed to maximise the EMS and minimise the total engineering cost. The candidate Pareto-optimal solutions can be obtained by solving the optimisation model. Then a membership function is defined to select the optimal solution from the Pareto-optimal solutions. A case study for optimising the smartphone’s specifications is conducted to demonstrate the effectiveness of the newly developed approach. Compared with the commonly used Conjoint Analysis (CA) method in determining the most desired levels for product specifications, the proposed data-driven method can avoid the situation where the user’s preferences are irrational, making the proposed method be more practical in measuring customer preferences than the utility-based model.     

A guided search genetic algorithm using mined rules for optimal affective product design

Affective design is an important aspect of new product development, especially for consumer products, to achieve a competitive edge in the marketplace. It can help companies to develop new products that can better satisfy the emotional needs of customers. However, product designers usually encounter difficulties in determining the optimal settings of the design attributes for affective design. In this article, a novel guided search genetic algorithm (GA) approach is proposed to determine the optimal design attribute settings for affective design. The optimization model formulated based on the proposed approach applied constraints and guided search operators, which were formulated based on mined rules, to guide the GA search and to achieve desirable solutions. A case study on the affective design of mobile phones was conducted to illustrate the proposed approach and validate its effectiveness. Validation tests were conducted, and the results show that the guided search GA approach outperforms the GA approach without the guided search strategy in terms of GA convergence and computational time. In addition, the guided search optimization model is capable of improving GA to generate good solutions for affective design.     

用户满意及用户满意工程

用户满意是市场经济环境下企业求得生存与发展的条件。全文综述了国内外对用户满意理论与实践的研究现状，提出了结合我国国情，构建多种水平用户满意度指数以及开展用户满意工程理论与实践系统化研究的框架。     

考虑竞争性分析的改进模糊重要度绩效分析方法

重要度绩效分析（IPA）是顾客满意度评价的常用方法,分析结果是产品/服务改进设计的重要依据。）为处理顾客评价信息的不确定性,采用模糊集方法表达并处理重要度和绩效评价信息。针对传统IPA方法中,属性绩效值的获取没有考虑市场竞争因素的问题,提出了考虑竞争性分析的改进模糊IPA方法。灰色关联分析法用来计算属性的市场竞争性系数,以修正顾客群决策得到的初始属性绩效评价值。考虑到属性之间存在影响关系,DEMATEL方法用来分析属性的影响和被影响程度,以修正顾客群决策得到的初始属性重要度评价值。以某电子产品的顾客满意度分析为例,验证了所提方法的有效性。     

A combined QFD and integer programming framework to determine attribute levels for conjoint study

Conjoint Analysis (CA) and Quality Function Deployment (QFD) are two popular tools for new product design; marketers frequently use the former and engineers the latter. Typically, in a conjoint study, the attributes and their levels are determined through focus group discussions or market surveys. Sometimes, the market researchers exclude some critical features or include unrealistic attribute levels resulting in infeasible product profiles. Inappropriate selection of attribute levels may render the conjoint study less useful. In QFD, the New Product Development team attempts to identify the technical characteristics (TCs) to be improved (included) to meet the customer requirements (CRs) through a subjective relationship matrix between CRs and TCs. At present there is no methodology that uses the output of QFD to generate feasible product profiles to be used in CA and therefore improve its usefulness. In this paper, QFD is used along with an integer programming (IP) model to determine the appropriate TCs and consequently the right attribute levels. These attribute levels are then used in a conjoint study. It is also proposed to measure the elements of the so-called relationship matrix in QFD in a way so that the right levels of the attributes can be generated from the IP solution. The proposed method is illustrated through a commercial vehicle design problem with hypothetical data.     

Quantification and integration of Kano’s model into QFD for optimising product design

With increasing concerns on customer needs in today’s competitive market, the issue of incorporating customer requirements into product design arises the interest of both researchers and practitioners. Quality Function Deployment (QFD) is a well-known methodology for customer-driven product design. However, conventionally, QFD analysis has a major challenge in understanding customer needs accurately. Kano’s model, which studies the nature of customer needs, provides a way for a better classification of customer needs. However, seldom research contributions are found in terms of integrating Kano’s model with QFD quantitatively. In this research, a novel integration approach is proposed. At first, Kano’s model is quantified by identifying relationship between customer needs and customer satisfaction (CS). Next, both qualitative and quantitative results from Kano’s model are integrated into QFD. Finally, a mixed non-linear integer programming model is formulated to maximise CS under cost and technical constraints. In this research, an illustrative example associated with the design of notebook computers is also presented to demonstrate the availability of the proposed approach.     

集成模糊Kano模型和余弦相似度的顾客需求满意度测评

目的 在企业发展过程中,对顾客需求的满意度测评有助于企业发现问题与不足,以便更好地满足顾客需求。为使顾客需求满意度的评价结果更加科学有效,提出一种集成模糊Kano模型和余弦相似度的顾客需求满意度测评方法。方法 通过前期问卷调研和深度访谈获得顾客需求要素作为满意度测评的对象,利用模糊Kano模型分析顾客对需求要素的满意程度值及其属性分类,采用余弦相似度计算各个需求要素的满意程度值与其最优值之间的相似度值,得到顾客需求满意度的权重值,通过顾客需求的属性调整系数对顾客需求满意度权重值进行调整,得到最终的顾客需求满意度测评值。结论 将模糊Kano模型与余弦相似度相结合对顾客需求的满意度进行测评研究,以某公司电动汽车充电设备的顾客需求满意度测评为例,并与现有的满意度计算方法进行对比分析,验证了所提方法的可行性和有效性。     

基于kano-QFD的印刷品个性化制作平台优化设计

目的为印刷品个性化制作平台提供一种提升客户满意度、高效优化的方法。方法采用kano和QFD模型的研究方法,以常用印刷品个性化制作平台为研究对象,通过调查问卷等形式,归纳总结出10个产品服务需求指标,对其分别进行kano分类,满意度和重要度标定,运用数学模型修正不同产品服务重要度,得到各产品服务属性最终重要度。结果在线设计服务和数据传播速度2个属性的斜率值分别为1.0091和2.6981,重要度为0.6025和0.5974,是平台优化首要考虑的2个属性,并根据kano类型、重要度等参数,得到了印刷个性化制作平台各属性的优化顺序。结论从客户需求的角度为印刷品个性化制作平台提供了设计和优化的重点。     

基于分析型KANO模型的3D打印笔设计研究

目的 针对3D打印笔市场产品同质化严重的现象,旨在充分挖掘用户需求,并依据用户需求分析的结果对3D打印笔进行改良设计。方法 首先,对市场上现有的3D打印笔进行产品基本功能及使用流程的调研分析,获取初步功能需求;其次,采用共创工作坊的方式对3D打印笔的资深用户及行业内的设计开发人员展开调研,围绕用户特征、产品功能、用户痛点、产品机会点,以及创新设计等进行共创,进一步归纳整理,作为功能需求的补充;最后,根据功能需求点进行KANO问卷调研,基于分析型KANO模型计算每项功能需求的类别,通过分析型KANO模型与传统KANO模型的对比证实了分析型KANO模型的有效性,利用功能质量提升矩阵,并确定最终的设计策略。结果 获得了3D打印笔各项功能需求的属性分类及设计优先级排序,提出针对3D打印笔用户需求的设计策略,完成3D打印笔设计实践与评估。结论 利用共创工作坊的方法完善3D打印笔的功能需求获取,并运用分析型KANO模型对功能属性进行分类和重要性排序,将用户需求转化为设计策略,为今后企业进行同类产品设计研发提供了新的思路与方法。