標題: Facilitating customer involvement into the decision-making process of concept generation and concept evaluation for new product development
作者: Wang, Chih-Hsuan
工業工程與管理學系
Department of Industrial Engineering and Management
關鍵字: preference segmentation;concept generation;concept evaluation;conjoint analysis;Kano model
公開日期: 1-Jan-2012
摘要: Facilitating customer involvement into the decision-making process of concept generation and concept evaluation plays a vital role to achieve successful new product development. In particular, customer-preference based market segmentation could offer numerous business synergies, such as: (1) learning which product attributes are most critical to distinct segments, (2) identifying niche segments to assist an enterprise in generating design concepts, (3) helping product managers better predict customers\' desires to effectively implement promotion plans for future market opportunities. In this study, a novel framework which integrates conjoint analysis with Kano model is proposed to address the aforementioned issues. By virtue of conjoint analysis, customer preference is initially formulated through their perceived importance degrees of critical attributes and the entire market is segmented accordingly. Thereafter, with respect to distinct segments, conjoint analysis is employed again to extract customer utilities of critical attributes while Kano model is used to elicit customer delight/disgust of optional attributes, respectively. Finally, a real case study on generating and evaluating various design alternatives of a smart-phone is demonstrated to validate our proposed approach.
URI: http://hdl.handle.net/11536/129774
ISBN: 978-1-4673-2945-3
ISSN: 2157-3611
期刊: 2012 IEEE INTERNATIONAL CONFERENCE ON INDUSTRIAL ENGINEERING AND ENGINEERING MANAGEMENT (IEEM)
起始頁: 2068
結束頁: 2072
Appears in Collections:Conferences Paper