標題: Integrating Kansei engineering with conjoint analysis to fulfil market segmentation and product customisation for digital cameras
作者: Wang, Chih-Hsuan
工業工程與管理學系
Department of Industrial Engineering and Management
關鍵字: conjoint analysis;Kansei engineering;digital cameras;market segmentation;product customisation
公開日期: 18-四月-2015
摘要: Diverse customer desires coupled with technological advances have forced companies to manufacture products with ultimate performance, low cost, high quality and much shorter time-to-market. Recently, the popularity of smart phones has given rise to seriously declined product sales of digital cameras. In this paper, a two-phase framework is presented to offer decision supports on developing next-generation cameras. In the phase of market segmentation, Kansei engineering is employed to capture customer perceptions of affective features. Then, rough set theory is conducted to generate decision rules for partitioning the whole market into the consumer segment and the professional segment, respectively. In the phase of product customisation, conjoint analysis is applied to extract customer preferences for functional features. Furthermore, Grey relational analysis is conducted to select the top three varieties with regard to two distinct segments. In particular, this paper is capable to help brand companies or camera manufacturers better capture customer perceptions and preferences for digital cameras, effectively perform market segmentation (based on affective features) and efficiently conduct product customisation (based on functional features).
URI: http://dx.doi.org/10.1080/00207543.2014.974840
http://hdl.handle.net/11536/124301
ISSN: 0020-7543
DOI: 10.1080/00207543.2014.974840
期刊: INTERNATIONAL JOURNAL OF PRODUCTION RESEARCH
Volume: 53
起始頁: 2427
結束頁: 2438
顯示於類別:期刊論文