考虑客户感性需求下的产品模块化配置方法

摘要

Perceptual demand is an important element of customer demands as well as a critical factor to influence customer purchase behavior. To satisfy the customer perceptual demand in product configuration, this paper proposes a method of modular product configuration considering both perceptual demand and functional demand. Given the expressing features of customer perceptual demand, we designed a differential and multidimensional scaling to complete mapping from customer perceptual space to sensibility space to gain sentimental preference. This is followed by mapping rules and configuration rules referring to the specialty of perception realization. Considering the trade-offs between perceptual demand and function demand, we determined the solution to the modular product configuration. Finally, we took a case product of automobiles to explain theproduct configuration process considering perceptual demand.%感性需求是客户需求的重要组成部分，也是影响其购买行为的重要因素。为了在产品配置中满足客户感性需求的目标，遵循感性需求特性和在产品上作用机制的特点，提出了在感性需求和功能需求双重驱动下的产品模块化配置方法。该方法按照客户感性需求表达的特点，设计了从客户感性空间压缩到设计感性空间而获取感性偏好的方法；进而根据感性需求实现的特殊性，提出了符合其要求的映射规则和配置规则；在此基础上，根据对感性需求和功能需求的权衡提出产品模块化配置的求解策略，充分符合了感性需求性质特点。最后通过一个汽车产品实例说明了考虑感性需求下的产品模块化配置过程。