基于属性重要度的产品定制程度测量模型及定制策略  

Customization Tactics and the Measurement Model of Customization Degree Based on Attribute Importance

作　　者：徐哲[1] 刘沁波[1] 陈立[1] 

机构地区：[1]北京航空航天大学经济管理学院

出　　处：《管理学报》2012年第2期296-302,共7页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(70871004)

摘　　要：定制程度的高低反映了制造商对顾客个性化需求响应的程度。运用组合分析法建立基于效用的顾客属性定制偏好测量模型和基于属性重要度的产品定制程度测量模型;以笔记本电脑装配定制为研究对象,运用K-means聚类将样本分成5个不同的属性偏好群体,测量个体与5个属性偏好群体满意度,比较分析多样化生产方式与定制化生产方式下顾客满意度的差异,建立不同偏好群体定制程度与顾客满意度之间的回归模型。研究表明,按照定制属性重要度从大到小依次进行定制生产比细分市场的多样化生产能更有效地提高顾客满意度。The customization degree reflects the level of the manufacturer response to the customer individual requirements. The measuring model of attribute customization preference based on utility and that of customization degree based on attribute importance are established by using conjoint analysis. In research of laptop computer assembly customization, the customers sample is divided into five different attribute preference groups using K means, the satisfaction degree of individual and five attribute preference groups are measured and the diversity of satisfaction degree between diversified production mode and customization mode are comparatively analyzed, and the regression equation is set up, which describes the relationship between customization degree of different preferences groups and customer satisfaction. The results show that customization production in accordance with customiza- tion attribute importance can increase the customer＇s satisfaction much more effectively than market segments production mode.

关 键 词：组合分析法 回归分析 顾客满意度 属性重要度 定制程度 

分 类 号：C93[经济管理—管理学] F273.2