面向顾客购买偏好的产品配置研究

The research of product configuration based on purchase preference of consumer

为了将顾客购买偏好行为有机地融入产品配置设计中,从而提高企业产品的市场竞争力,建立面向顾客购买偏好的产品配置模型,该模型将配置单元、配置规则及配置约束以类单元为核心进行有效集成;基于该模型给出联合分析法分析实现顾客购买偏好的策略,并给出基于SPSS软件的配置单元效用值求解算法,设计了以消费者偏好最大满足度为目标、基于遗传算法理念的算法体系,来完成配置方案优选。最后,以某公司的电脑配置设计为应用实例,验证了所述方法的可行性和有效性。

In order to increase market competiveness of enterprise products by blending Purchase Preference of Consumer （PPC） in product configuration design. A configuration model of product based on PPC was established, which effectively integrated Configuration Units （CU） and Configuration Rules（CR） and Configuration Constraints（CC） at the core with Generic Units （ GU ） , the solution of analysis on PPC was presented based on conjoint analysis method, and an algorithm for solving consumer utility value of CU based on SPSS software was given. An algorithm system based on genetic algorithms was designed for configuration scheme solving with objective of maximize PPC satisfaction. Finally, a eonfigurable computer case was presented to verify the effectiveness and feasibility of the presented approach.