基于QFD的品牌导向的定量化实现  

Quantitative Analyses and Realization Process of Brand Orientation Based on QFD

作　　者：刘泳[1] 王长军[1] 陈荣耀[1] 

机构地区：[1]东华大学旭日管理学院,上海200051

出　　处：《预测》2013年第1期77-80,共4页Forecasting

基　　金：国家社会科学基金资助项目(10BJY008)

摘　　要：产品/服务所提供的价值与品牌诉求相脱离,是制约企业"品牌"软实力提升的关键问题。为此,必须建立品牌导向的顾客需求与产品/服务属性之间的转换机制。本文将品牌核心价值引入产品/服务属性的优化过程,依据顾客需求与品牌核心价值之间的相关性,对顾客需求进行筛选,形成与品牌核心价值相吻合的"品牌化价值"指标体系。并借助线性规划,以品牌满意度最大化为目标,以预算和相关资源为约束,参考竞争者产品/服务提供水平,建立了品牌化价值指标的优化模型,为品牌导向的价值活动优化提供了一种定量化方法。The value attributes perceived from the product are far from the brand appeal, which becomes a bottleneck in improving soft power of brand. Brand-oriented conversion mechanism from customer requirements to product attributes should be created to solve this problem. By introducing brand core value in the decision of product attributes, indices of ＂branding value＂ are selected from customer requirements based on the correlation between customer requirements and brand core value. Finally, the paper employs linear programming to establish the mathematical optimizing model, which is constrained by the specific resources, total budget and competitor, in order to find out the decision goal of ＂branding value＂ indices.

关 键 词：品牌导向 品牌核心价值 质量功能开发 

分 类 号：F224.5[经济管理—国民经济]