The Strategies And Optimized Analyses Of Product Platform Extension For The MC Manufacturers

With the increasing competition in the global market, mass customization has recently received much attention and popularity from both industry and academia alike. It has been considered as a new battlefield for manufacturing enterprises. The high product variety increases the complexity of the marketing management, the development and manufacturing management, the process and organization management. The traditional methods of product development and management facing single product cannot adapt to the mode of mass customization. So the methods of product development and management for mass customization, and the strategy of product platform extending from one market segment to another one has been studied. In chapter two, the methods and mode of product platform management are researched in detail. At first, a model of product platform management and its architecture are built, which describe the management of product platform in three views. They describe the mode and methods of product platform for mass customization. Additionally, an ontology of product platform is built, and the validity of the two models is proved by a case of personal computer. In the next place, the three characters of product development for mass customization are brought forward, they are from single product to multi-product, from asynchronous engineering to simultaneous engineering, from functional department to work group. Finally, the project management methods of product family development for mass customization are brought forward. In chapter three, the extending strategy of product platform is researched in detail. At first, the characters of manufacturing enterprise for mass customization are, and the challenges of manufacturing enterprise for mass customization are brought forward, too. Additionally, the basic forms of product platform extending are discussed, and based on it, a new form, the fortified extending of product platform, is brought forward. In the next place, the extending strategies of product platform in manufacturing enterprise for mass customization are brought forward, which can be divided in two directions. Finally, on the basis of them, the assemble strategies of product platform extending in manufacturing enterprise for mass customization are brought forward. In chapter four, the optimal analysis methods of product platform extending are researched in detail. At first, the decision-making process of product platform extending is brought forward, which can be divided into three parts including data preparation, conjoint analysis and multiobjective decision-making. Based on the conjoint analysis and the ELECTRE, the models of product platform extension decision-making for mass customization are built. The models include two parts, the model of conjoint analysis and the model of multiobjective decision-making. Finally, the decision-making method was applied in the decision-making of motorcycle product platform extension.