Research On Automobile Comfort Conceptual Design Based On Customer Perceived Value

With the development of the automotive technology,attention is gradually turned to perception and experiences in the car which sets higher requirements for automobile riding comfort. Therefore, it’s particularly important to take riding comfort into consideration during conceptual design. The customer oriented decision-making models based on Customer Perceived Value are few compared with the enterprise oriented decision-making for the highest cost efficiency. Nowadays, product competition has transformed into the customer competition. Thus, it’s necessary to establish the method of the product conceptual design and scheme decision making. A practical customer oriented conceptual design model for vehicle riding comfort based on Customer Perceived Value is proposed, and the main research work is as follows:Firstly, theory of multi-sensory and Customer Perceived Value is introduced in brief. And then theories and methods of product conceptual design are summarized. These theoretical preparations lay a theoretical foundation for the scheme decision-making model.Secondly, customer value dimension model, Rough Sets(RS), the KJ method, technology of quality function deployment(QFD) and Value Engineering(VE) together with attractive quality theory(Kano Model) are embodied in the customer oriented model based on Customer Perceived Value to evaluate automobile technical scheme applicability.Three parts are included in the model : customer perceived value analysis, product conceptual design and the reverse evaluation of alternatives. In the 1st part, customer perceived value is acquired and analyzed with customer value dimension model, KJ method and Rough Sets as well as Kano Model are applied to compute the significance of customer perceived value. The product conceptual design is implemented in the 2nd part, according to QFD, the mapping relation of customer requirements to product attributes is formed, where performance attributes and functional attributes are discussed distinctively. The paper innovatively presents a new method to determine the importance of functional attributes. The VE principle is used to well establish the relationship between the cost and attributes of the product for so as to set the target of product attributes and generate initial schemes. In the 3rd part, the scheme evaluation and det ermination model is established based on Rough Set Theory. The main jobs are included: Index system of evaluation is built and customer satisfaction to each index is quantified so as to output the optimal scheme which best match customer perceived value. Rough Sets together with the interval number are applied during evaluation so as to deal with the uncertain and inconsistent decision-making information and to effectively reflect the true perception of customers and decision makers.And then, a concept model of influencing factors of Customer Perceived Value is established and the relationship between factors and customer perceived value is analyzed.Finally, instance of conceptual design and scheme determination of automobile riding comfort is presented to verify the practicability and feasibility of the model. The research of QFD is broadened and the customer oriented decision-making model is built through this research.