基于QFD的外卖包装设计顾客需求分析模型构建  

Customer Demand Analysis Model of Takeaway Packaging Design Based on QFD

作　　者：张冬[1] 王贵容 李志刚[1] ZHANG Dong;WANG Gui-rong;LI Zhi-gang(School of Management Science,Chengdu University of Technology,Chengdu 610059,China;Aviation Industry Chengdu Aircraft Industry Group Co.,Ltd.,Chengdu 610000,China)

机构地区：[1]成都理工大学管理科学学院,成都610059 [2]航空工业成都飞机工业(集团)有限责任公司,成都610000

出　　处：《包装工程》2021年第5期216-222,共7页Packaging Engineering

基　　金：四川省系统科学与企业发展研究中心重点项目(Xq18B05)。

摘　　要：目的为满足企业在疫情下对外卖产品包装质量提供更加准确的改进方向和快速决策争取宝贵时效,提出一种基于QFD研究框架的包装设计模型。方法该模型在传统QFD的基础上运用粗糙集获取顾客需求初始权重,避免需求分析过程中的主观弊端,再结合Kano模型将顾客需求进行分类,最终确定顾客的需求重要度。结果通过模型分析得出了前3个需要重点改进的顾客需求,分别为有防疫提示、包装严实、一次性开启,其最终重要度分别为0.22,0.21和0.18。结论运用该模型可以使外卖包装设计更加准确地满足客户需求,同时也为外卖包装服务质量的改进提供了合理的工具方法。The work aims to propose a packaging design model based on the QFD research framework,in order to provide more accurate improvement direction for the packaging quality of takeaway products sold by enterprises under the COVID-19 and make quick decisions for precious efficiency Based on traditional QFD,the model used rough set to obtain first-level priority for customer requirements.In order to avoid subjectivity in the demand analysis,the Kano model was also used to classify customer demands,which finalized the priority of customer demands.Through analysis by the model,three key customer demands required to be improved in takeaway packaging under the COVID-19 were obtained:epidemic prevention tips,secure packing,and non-refillable material,with priority of 0.22,0.21 and 0.18,respectively.This model allows the design for takeaway packaging to meet customer demands more accurately and also provides reasonable method for improving the service quality of takeaway package.

关 键 词：QFD 外卖包装 顾客需求 粗糙集 KANO模型 

分 类 号：TB482[一般工业技术—包装工程]