基于二维需求空间的产品质量特性定位

A Method of Product Quality Characteristics Positioning Based on Two-dimensional Requirement Space

为降低产品进入市场的风险,提出了一种基于二维需求空间的产品质量特性定位方法。首先在市场调研的基础上,基于Kano模型和模糊C均值聚类分析确定产品的纵向和横向系列划分,从而形成产品二维需求空间;然后基于二维需求空间,通过质量特性顾客意向和产品分布调查,筛选出可行需求区域;最后基于质量特性重要度和满意度调查,评估企业开发资源与能力,确定产品目标需求区域,实现产品质量特性的定位。最后通过空调需求空间划分及质量特性定位的案例验证了该方法的有效性。

To reduce the risk of product into market, a method of product quality characteristics positioning based on two--dimensional requirement space was proposed. In the basis of market inves- tigation, product vertical series and horizontal series were firstly determined with Kano model and fuzzy C--means clustering analysis, thus a two--dimensional requirement space was identified. Then based on the space, potential requirement areas were selected with investigation of customer intention and product distribution. Finally, based on quality characteristic satisfaction and priority investiga- tions, company development resources and advantages were evaluated, and target requirement areas and characteristics were determined with quarter diagram. In the end, an example of air conditioner requirement space identification and quality characteristics positioning was provided to illustrate the effect of this method.