Research On The Product Customization Degree Based On The Online Product Review Forums

Customer demand is the driving force of product development, but also is the base of mass customization. But the traditional market research methods is far from being able to meet the information needs of enterprise customers because of high cost and long cycle. With the rapid development of the Internet, especially the online product review forums which gathering customer information, has become a key channel to understand customer needs and grasp the market trends.The methods of gaining and analyzing of customer needs are different from the tradition's, because the online product review forums'information is a non-institutionalized and open described. Based on the specificity of the online product review forums, we collect and classify the forum information by cluster analysis. Based on the KANO model, we analyze the clusters which have different degree of customer concern have corresponding product quality attribute. To illustrate this method, we make a motorcycle forum for example.meeting most of their individual requirements and they also feeling product prices acceptably in mass customization, we establish a demand function and a profit function with price elasticity index and customization preferences, analyze the customization degree which can maximize the needs and product profit, we find the results showing that the product with lower price elasticity and higher customization preferences is more suitable for a high level of customized production. To make the application of research results has strong prospects and targeted, followed the function modules which all have attractive quality attribute, described the different characteristics of these functional modules, using examples with product customization preferences and price elasticity index to analyze customization degree of motorcycle and data modeling.