Methodology for optimizing product differentiation in product ranges
Methodology for optimizing product differentiation in product ranges
复制标题
优化产品范围内产品差异化的方法
DOI：
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发表时间：
2015
期刊：
影响因子：
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通讯作者：
Stefan Rudolf
中科院分区：
文献类型：
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作者：
G. Schuh;Max Gerlach;Stefan Rudolf
在产品范围内持续占领利基市场以及产品差异化的相应减少是制造企业面临的重大挑战。为了应对这一挑战，开发了一种方法，可以在产品范围内推荐新产品的定位，以优化产品差异化。与其他方法不同，这种优化是基于使用性能指数对产品的技术特征进行量化的性能评估。这使得在产品结构的不同层次上实现具体和系统的差异化。该方法分为两个阶段：在第一阶段，基于系统的评估方法，对单个产品功能的性能进行量化。性能评估汇总为产品性能指数。在第二阶段，新产品的功能规格是从先前计算的性能指标中推导出来的，同时考虑到与现有产品组合的技术差异。所开发的方法可用于确保产品差异化的基础上，产品的制造公司的产品范围内的产品功能。
The continuous occupation of niches within product ranges and the corresponding decrease in product differentiation are significant challenges for manufacturing companies. To address this challenge a methodology has been developed which allows recommendations for the positioning of new products within the product range in order to optimize the product differentiation. Unlike other approaches, this optimization is based on a quantified performance evaluation of products derived from their technical features using a performance index. This enables a specific and systematic differentiation on diverse levels of the product structure. The methodology is split into two phases: In the first phase, the performance of the individual product features is quantified based on a systematic evaluation method. The performance evaluations are aggregated into a product performance index. In the second phase, the feature specifications for a new product are derived from the previously calculated performance indices under consideration of the technical differentiation from the existing product portfolio. The developed methodology can be used to ensure product differentiation based on product features within the product range of manufacturing companies.