Integrating Kansei engineering with conjoint analysis to fulfil market segmentation and product customisation for digital cameras
Integrating Kansei engineering with conjoint analysis to fulfil market segmentation and product customisation for digital cameras
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DOI：
10.1080/00207543.2014.974840
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发表时间：
2015-02
影响因子：
9.2
通讯作者：
Chih-Hsuan Wang
中科院分区：
文献类型：
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作者：
Chih-Hsuan Wang
多样化的客户需求加上技术进步迫使公司制造具有最终性能、低成本、高质量和更短上市时间的产品。近年来，智能手机的普及导致数码相机的产品销售严重下滑。在本文中，两个阶段的框架，提出了开发下一代相机提供决策支持。在市场细分阶段，感性工程被用来捕捉情感特征的客户感知。然后，粗糙集理论进行产生的决策规则划分为消费者和专业细分市场，分别。在产品定制阶段，应用联合分析方法提取客户对功能特征的偏好。此外，灰色关联分析进行选择的前三个品种的两个不同的部分。特别是，本文能够帮助品牌公司或相机制造商更好地捕捉客户的看法和偏好的数码相机，有效地执行市场细分（基于情感特征）和有效地进行产品定制（基于功能特征）。
Diverse customer desires coupled with technological advances have forced companies to manufacture products with ultimate performance, low cost, high quality and much shorter time-to-market. Recently, the popularity of smart phones has given rise to seriously declined product sales of digital cameras. In this paper, a two-phase framework is presented to offer decision supports on developing next-generation cameras. In the phase of market segmentation, Kansei engineering is employed to capture customer perceptions of affective features. Then, rough set theory is conducted to generate decision rules for partitioning the whole market into the consumer segment and the professional segment, respectively. In the phase of product customisation, conjoint analysis is applied to extract customer preferences for functional features. Furthermore, Grey relational analysis is conducted to select the top three varieties with regard to two distinct segments. In particular, this paper is capable to help brand companies or camera manufacturers better capture customer perceptions and preferences for digital cameras, effectively perform market segmentation (based on affective features) and efficiently conduct product customisation (based on functional features).