住宅产品隐性需求开发模式研究

Research on Exploitation Mode of Implicit Demand for Dwelling House Products

消费者对住宅产品的需求层次可以分为显性需求、隐性需求与半隐性需求。住宅产品的隐性需求是消费者潜意识的、未明确表述的并能够实现或超越消费者对住宅期望的一种心理要求和行为状态。企业在显性需求层次上至多只能满足低层次的顾客基本需求,而隐性需求满足了消费者更高层次的居住满足感,因此存在巨大的价值提升空间。住宅产品隐性需求开发的流程可分为隐性需求识别阶段、需求要素转化阶段、功能定位阶段和开发要素转化阶段。开发方法包括价值曲线重构、质量展开技术和人体功效学等。

The demand for housing products may be divided into explicit demand, implicit demand and semi-implicit demand in terms of demand level. The implicit demand for housing products is one kind of consumers＇ psychological need and behavior condition, which is subconscious, not expressed explicitly, and able to realize or exceed the consumers＇ expectation for dwelling houses. On the level of explicit demand, the enterprises can satisfy at most the basic demand of low-end customers. However, the implicit demand for housing products can meet the consumers＇ satisfaction in housing at a higher level, so there is huge room for value enhancement. The procedural flow to exploit the implicit demand for housing products can be divided into the stages such as implicit demand recognition, demand factors transformation, function orientation and development factors transformation. The exploitation methods include the value curve restructuring, QFD, ergonomics, etc.