基于效用和成本的顾客参与研究

Research on Customer Participation Based on Utility and Cost

顾客的个性化需求日益提高,定制化生产成为企业满足顾客个性化需求的最有效途径之一。实行定制化生产,顾客可以不同程度地参与产品的形成过程,由此产生了顾客对参与的效用和参与成本的权衡。本文通过对攒机用户的问卷调查,分析了定制化生产过程中顾客的参与程度对顾客效用和成本的影响。在此基础上建立了基于效用和成本的顾客参与模型,并重点分析了顾客在构思与设计2个阶段中的最优参与策略。研究结果表明:企业在产品构思阶段应创造条件,鼓励顾客完全参与;在产品设计阶段则应鼓励顾客与企业合作。

Customized production is one of the important approaches to satisfy customers,since customers have more and more requirements of individuation.Customer can be involved in the customized production in different degrees which leads to the compromise of customer utility and customer cost.The effects of the degree of customer participation on the customer utility and cost were analyzed,through questionnaire investigation on compatible computer users.A model of customer participation based on utility and cost was established and the optimal strategy of customer participation in conception and design phases of generating the product was analyzed.The research result shows that firms should encourage customers totally participate in the conception phase and work together with customers in the design phase.