Research On Customer Demand Expression Mode And Satisfaction Method For On-line Mass Customization

Along with development of E-Commerce and mass customization theory,on-line mass customization,it is a growing tendency and possible for customers to customize products on-line by E-Commerce platform.On-line mass customization is a particular implement form of mass customization,Customers express demand, participate in product design and speak for product on-line based on E-Commerce platform which is build up by manufacturer.On-line mass customization will become dominating bussiness mode for classical product manufacturer translating service suppliers of on-line customization.Under off-line environment of mass customization,customer's expression demand has semi-structured characteristics.Enterprise can achieve accuratly customes's dominant and recessive demand throughout repeated communication between professional and customer,based on product platform,and offer individual product solution by produt configuration technology,and realize object of mass customization finally.However,under environment of on-line mass customization, customers express demand by E-Commerce platform of enterprise,and finish product on-line configuration in self-help servise,then,form product solution.Thereby,how to build a E-Commerce platform which helps customer express demand and configure product on-line,it will become key element for enterprise to realize object of on-line mass customization.Against specialization of customer demand expression mode,the paper puts forward a method to identify, extract and organize customer group demand,and research the way for customer to structue their demand expression and expression mode.Analysis model that is used to research demand preference and intension customer group under environment of on-line mass customization is estiblished.Information model is built up in order to discribe depandence relationship between demand preference and intension and product function frame. patulous quality function configuration model and method is constructed to support on-line mass customization.After finishing customer group demand identification and preference & intension analysis,according to compound ability on-line mass customization,suppliers which supply product on-line customization service can determine alternative product number to balance contradictions between complexity of product family maintenance and high cost and customers'satifaction level. In order to balance aforementioned contradictions,from two distances of engineering design and production,the paper constructs two models that is used to confirm product family scale,and discusses detailly relationship between customer satisfaction level and product family scale.The concept of product population is put forward creationarily,relationship between product family scale and industrial competition is depicted lively by bionomics population model throught analysis zoology balance of suppliers'product population under special environmet,and custruct product family optimization model based on customer satisfaction level and industrial competition.complexity and cost of product family maintenance is redused availibaly.Finally,the paper point out that suppliers's constant improving product family and product number doesn't mean raising industrial competition.According to suppliers which supply product on-line customization service confirm product family scale by not only elements of engineering design and production but also customer satisfaction level and industrial competition. customer satisfaction level and industrial competition.In order to support customers'expression and satisfaction individual demand,the paper constrcts product configuration management model faced to on-line mass customization.Throught definning parts configuration matrix and their attributs configuration matrix,it will become feasible for customer to structue their demand expression and expression mode during the course of product on-line configuration cource in detail.Finally,to intergrate product price automatic valuation model,it comes ture for customer to finish product on-line customization by alternating, structurized and selfhelp way.Consequently, suppliers'Strategy of mass customization of is achieved.In the end,according to Binary Value theory, the concept of product on-line customization utility space is raised and defined constructively. To combine the subjective utility theory and fuzzy analytic hierarchical process model, customers'different demand expression mode,on-line customization course and product customization schemes are evaluated availbly.It is pointed out that customer always express demand according to their habits and understanding level to product. Customer aims at utility maximum of achieved product under driven of utility space during the course of product on-line customization,and evaluates and selects customization schemes.In order to make research findings more applicable and focused,this paper aims at customers, whole vehicle and spare parts of motocycle industry of Chongqing city,and conduct specific application research.