A Study And Application Of MC Market Segmentation

Mass Customization (MC) is a new kind of production mode. The core thought of it is to satisfy customers' individualized requirements by mass production efficiency. Segmentation of market requirements is the necessity of MC and the driving force of MC and has important direct function to the planning and modularization of product family. Reasonable layout of product family is the basis and guarantee of MC. It is a new research field to study how to instruct the layout of product family by the market requirements. The correctness and validity of market segmentation method are directly related to the correctness and validity of design and manufacture of MC products. Whereas the importance of market segmentation in MC, this thesis research emphatically the application of MATLAB-Based mathematic statistics methods such as regression analysis, clustering analysis, discriminant analysis and so on. The research can contribute to MC theoretically and practically. The main research contents include:Study the modeling and measure of tendency of customer group's requirements. Use the method of least-squares estimation in conjoint analysis to model and measure the tendency of customer group's requirements and transform the fuzzy requirements of customer group into numerical attribute importance and level utility. Solve the problems of estimation and optimization of regression model.Study the process of market segmentation of MC. Use the hierachical fuzzy clustering algorithm to cluster the similar customers and solve the problems of validity of clustering results and how to get the best clusters. Get the customer group requirement tendency model that belongs to the vision of customers. Provide the necessary data preparation for the transformation of customer requirements to engineering parameters and indexes.Study the application of discriminant analysis in MC market segmentation. Use discriminant analysis to recognize the type of a customer in order to introduce the suitable products for the customer.In the end, develop an automobile MATLAB-Based WEB system for MC market segmentation. Research how MATLAB integrates with WEB and how to useMATLAB as a background business logic server in order to exert the advantages of it. This thesis can provide reference of the layout of product family for enterprises.