The Application Of QFD Theory In The Decision-making Process Of Functional Positioning Of Residential Project

Due to the fierce competition in the real estate market,the advantage of the seller's market is weakening,and the inevitable short-term behavior caused by the traditional one-time project operation mode was difficult to occupy the advantage in the market.The traditional "iron triangle" of project metrics in terms of time,quality,and cost are not sufficient enough to guarantee the project success.With the increased demand for improved housing,how to better meet the users' needs and fully and reasonably convert the demand into the functional attributes of the housing products during the decision-making process in concept phase will become the breakthrough to improve the housing project sales rate.Taking company S,residential project as an example,this paper explores the reasons why residential project's selling is difficult.From the decision-making phase of the project before it starts up,it is found that in addition to policy and prices,housing product itself does not have effectively incorporate the target user's demand into the function orientation process.Further,literature review has revealed that in the field of industrial engineering,the theory of QFD can solve the problem of incorporating users'needs into the product function attributes.Utilizing QFD theory and functional positioning process of residential projects,this research explores how QFD theory can be applied in the decision-making process of functional positioning of residential projects in order to consider target users' need,and to better promote the market acceptance of residential products.Firstly,this paper analyzes the current decision-making process of functional positioning process of S company's residential projects,and finds that there is a problem in the process of functional positioning of residential projects,which can be described as not effectively including the needs of target users' demand.Based on Users' Demand Theory,QFD Theory and Stakeholder Theory,this research attempts to combine QFD theory with the decision-making process of residential functional positioning,so that the process of functional positioning can be guided by the target users' needs,and the transmission of target users' demand from functional decision-making to implementation process can be guaranteed.Next,the above method was applied in the L project conducted by S company.Firstly,preliminary investigation and interview were conducted on the customer satisfaction and expectation of the completed residential projects around project L.The results revealed the functional attributes of residential projects that were more concerned by users.At the same time,this research focuses on this area's scope of target users collected target users' demand and accurately corresponded the needs of the users with the functional attributes of the residential buildings.The process allows the functional attributes of the L residential buildings that should be improved could be effectively obtained for the target market,and ensures the market acceptance of the residential products.Acknowledging the limitations of the above theories,this research also applied the customization theory of residential products to improve the design process.Finally,by summarizing the whole paper,this research points out the limitations of the study and future research directions.