Research On Several Decision Analytical Methods In New Product Design

Faced with increasingly fierce market competition environment, for keeping the competitive advantages, the enterprises need to keep trace of market and customers’ demand changes continuously to conduct new product development and product innovation. The product design phase is a very critical one to realize product innovation. There exist great deals of decision-making analytical problems in the phase of product design, such as new product technology selection, product design alternatives selection, product attributes portfolio determining and so on. How to solve the decision-making analytical problem in new product design is a significant research issue. It is especially important significance for enterprises to conduct successful product design and development. Currently, decision-making analytical problems in new product design have attracted scholar’s extensive attention and some research fruits have appeared. However, the existing research hasn’t posed the theoretical system, how to develop the scientific and effective decision-making analytical method with regard to classical decision-making problems in new product design is seldom found. Therefore, it is a very significant theoretical value and practical significance that abstract the decision-making analytical problems and propose the decision-making analytical methods.This thesis made thorough research to three classical decision problems in new product design on the basis of using the related research for reference, i.e., the problem of selecting new product technology considering interdependent information, the problem of selecting new product design alternative considering index expectation and the problem of selecting attribute portfolio alternative considering customer satisfaction. The purpose and significance of the research are as follows:in the theory and methodology research aspect, proposed the decision-making analytical methods, enriched and improved the existing decision-making analytical methods in new product design, facilitate to promote the further development of studying decision-making analytical problems in new product design; in the practical application research aspect, the research results of this thesis provided decision-making support and methodology guidance in the process of new product design.The following contribution works of this thesis are conducted.(1) Three categories of classical decision-making problem in new product design are presented and the research framework for the research problem is proposed. In details, the three categories of classical decision-making problem are the decision-making problem of selecting new product technology portfolio alternative considering interdependent information, the problem of selecting product design alternative considering index expectation, the problem of selecting product attribute portfolio considering customer satisfaction. On this basis, the corresponding research framework for the research problem is proposed. The main work includes:①the intension and main characteristics of new product design is analyzed;②the different phases of new product design is divided;③Three categories of classical decision analytical problem is represented in the formalization;④the research framework for solving the three categories of classical decision analytical problem is proposed. The basic study work mentioned above make the decision analytical problem in new product design to form the theoretical system. Moreover, it provides a general theoretical guidance framework and analytical framework to this type of problems and also lays a theoretical foundation for the further extension and application of the problems.(2) With regard to the problem of selecting new product technology, the decision problems of screening and selecting new product technology portfolio alternative considering interdependent information are studied, and an approach to screening new product technology portfolio alternative considering interdependent information and an approach to selecting new product technology portfolio alternative considering interdependent information are proposed.(3)With regard to the problem of selecting new product design alternative considering index expectation, and then two multi-criteria decision approach are proposed, i.e.,①an approach to selecting new product design alternative considering index expectation with the form of linguistic information;②an approach to selecting new product design alternative considering index expectation with the multiple-form of evaluation information.(4) With regard to the problem of selecting attribute portfolio alternative considering customer satisfaction, an approach to determining attribute portfolio alternative considering customer satisfaction and an approach to selecting attribute portfolio alternative based on the goal-programming model.The theory and methods proposed in this paper could solve a great deal of practical decision problem in new product design scientifically and effectively, the proposed method provided the reference and guidance in the aspect of theory methodology and practical application for studying the decision making problems in new product design.