考虑顾客选择行为的基于通用件的产品设计决策

Product Design Decision based on Component Commonality by Considering Customer-Choice Behavior

顾客需求的个性化,企业需要以较低的价格提供多样化的产品,这就增加了制造的复杂性,开发通用件可以降低生产的复杂性,从而降低生产成本,但是开发通用件需要开发成本。考虑顾客选择行为,建立了基于通用件的产品设计决策模型,比较分析了4种产品设计决策模型下的最优值。研究结果表明,制造商只会在先开发通用件,然后在通用件基础上,开发两种产品分别面向两种细分市场和设计一种标准产品面向两种细分市场之间进行选择。当开发通用件的边际成本较小时,采用通用件才能带来利润;而当开发通用件的边际成本较大时,制造商只设计一种标准的产品面向两种细分市场。

Accommodating the variety of customer demand,the manufacturers must offer a variety of products.However,this increases the management complexity and production cost.Commonality-based product design can alleviate the complexity and costs of manufacturing.However,developing common component may incur enormous spending.Considering the customer-choice behavior,we build a model for commonality-based product design decision,and analyze its optimal solutions.The analytical results indicate that the manufacturers needs only to choose either introducing two products for the two market segments based on component commonality,or introducing one standardized product for the two market segments.Using common component can obtain higher profit when the marginal development cost is smaller while the manufacturers may design only one standardized product for the two market segments.