产品规划中基于模糊效用偏好的顾客需求优先性分析

Customer Requirement Priority Analysis Based on Fuzzy Utility Preferences in PPHOQ

顾客需求市场竞争性分析是更为准确地确定顾客需求最终重要度的必要步骤,其有效性将直接影响产品规划质量屋的构建精确度。针对该分析过程中顾客对于竞争性产品偏好信息的模糊性,提出基于非对称三角模糊效用偏好的顾客需求竞争性评价矩阵的确定方法。利用三角模糊数中所定义的"距离"概念,构建以顾客需求竞争评价信息总相离度最大化为目标的单目标优化模型以确定顾客需求竞争性优先度。采用拉格朗日函数求解此优化模型,并对求解结果进行归一化处理以获取归一化的顾客需求竞争性优先度。通过与经典信息熵方法进行对比,论证了该方法的适用性及优势。

Market competition analysis of customer requirements （CRs） is a necessary step to determine final im portance ratings of CRs more precisely, and its effectiveness will directly affect the accuracy of building house of quality （HOQ）. Firstly, based on asymmetric triangular fuzzy utility preferences for each competitive product offered by each customer, a new method to establish fuzzy competitive evaluation matrixes of CRs corresponding to each customer was proposed. Secondly, according to a principle of fuzzy deviation between two asymmetric triangular fuzzy numbers, a singleobjective optimization model which aims at maximizing the total similarities of fuzzy competitive evaluations was constructed by using fuzzy competitive evaluation matrixes. Finally, this model was resolved by using Lagrange function, and then normalized competitive priority ratings of CRs were obtained. The proposed approach was illustrated to its feasibility and superiority with a help of an example of vibrating feeder produced by a mechanical engineering enterprise and compared with the information entropy one.