Based On The Kano Model Of Personalized Requirements Acquisition Method Research

With the increasingly fierce competition of market, the consumers’ demands are gradually showing the trend of individualization. Facing the diversified customers’demands and the market which has been separated finely and finely, the mass customization mode emerged as required. This mode can provide products which can meet the individual demands of customers with the costs and efficiency closing to mass production. However, from two different angles of view of customers and enterprises, there is contradiction between customers’satisfaction and product maintenance costs of enterprises in the process of product customization. From the perspective of customers, the more customized attribute items of products which are provided by enterprises, the more detailed the customers’individual demands are expressed. So the satisfaction degree of individual demands will be higher, and the satisfaction of customers will be higher. But from the perspective of enterprises, increase of customized attribute items of products will inevitably bring the increase of maintenance complexity of products and dramatically increase of enterprises’costs. By the constraints of production capacity and maintenance costs of products, the enterprises can only choose some critical individual demand items appropriately to customize. Therefore, a method of acquiring individual demand which can balance the contradiction in the process of product customization should be established, in order to provide some reference and guidance to those enterprises which need to make customization production.The existing literatures on acquiring individual demand are mostly exploring the acquiring technology and expression of individual demand from a technical level, but lack of studies which can identify and screen individual demand from an un-technical level. By the use of theory of Kano model and based on the basic principle and application method of Kano model, this paper puts the Kano model apply to the acquiring process of customers’ individual demands and proposes a new method to acquire individual demand——method of acquiring individual demand based on Kano model. First, it uses Kano model combined with fuzzy clustering method to identify and screen individual demand, and build the individual demand hierarchy model of product. Then it uses fuzzy semantic transformation method combined with Kano model to calculate the weight of the individual demand items of the bottom of the hierarchy model, and determine the importance order of the individual demand items. This method can effectively acquire the critical individual demand items and determine their importance order.First, this paper makes a literature review of relevant theories about acquiring of individual demand and Kano model. Then it makes a brief introduction of the acquiring process of the proposed method and elaborates each specific step in the process. Finally, it takes mobile phone as an example and uses empirical research method with three effective surveys and detailed statistical analysis of the collected questionnaire data to carry on a systematic proof and demonstrate the feasibility and effectiveness of the method described. This study can provide a practical reference for the determination of customized attribute items of products and customizing priority in the mass customization, and then give important guidance to those manufacturers which need to make customization production. It can make enterprises not only maintain low product maintenance costs, but also meet customers’individual demands very well and improve customers’satisfaction.