GOALI: A Multidisciplinary Approach to Simultaneous Market Segmentation and Product Family Definition

GOALI：同时进行市场细分和产品系列定义的多学科方法

• 批准号: 0969961
• 负责人: Scott Ferguson
• 金额: $ 24.49万
• 依托单位: North Carolina State University
• 依托单位国家: 美国
• 项目类别: Standard Grant
• 财政年份: 2010
• 资助国家: 美国
• 起止时间: 2010-05-15 至 2014-04-30
• 项目状态: 已结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=0969961&HistoricalAwards=false
• 关键词: GOALI; Multidisciplinary; Approach; Simultaneous; Market

The objective of the GOALI award is to integrate models of customer behavior and product design constraints in a multidisciplinary design framework to simultaneously develop marketing strategies and design families of feature-based products. The relative effectiveness of inferring market segmentation from discrete and continuous representations of variation in customer tastes will be assessed in terms of impact on both solution quality and computational tractability. Information on product design constraints will be used to develop strategies for simplifying the optimization problem formulation. Heuristic multiobjective optimization techniques will be applied to determine both the optimal number of product variants and the configuration of each variant. The uncertainties inherent in new product technology deployment will be accounted for by estimating the likelihood of diverting customers to other variants in the product family - or to competitors' products - when the feature content of the optimal solution is changed. If successful, this research stands to redirect current thinking on optimal market-based product family design. This integrated and context-specific approach offers inherent advantages in balancing breadth of market coverage against operational expenses incurred in engineering and manufacturing a diverse lineup of product variants. This proposed work is particularly relevant to American manufacturing enterprises as they can no longer afford to implement exhaustive strategies to product proliferation. Instead, they must be strategically selective in targeting products to well-defined customer groups with strong motivations for purchase. Additionally, the dissemination of this work through creation, circulation, and ongoing development of a comprehensive library of case study problems will benefit the entire engineering design research community. Collaboration of academic and industrial partners is essential to the project?s success as the complexities encountered through real-world market conditions and design constraints could not otherwise be identified and addressed.

GOALI奖的目标是将客户行为和产品设计约束模型集成到多学科设计框架中，以同时开发营销策略和基于功能的产品设计系列。 从离散和连续表示客户口味的变化推断市场细分的相对有效性将评估的解决方案的质量和计算的易处理性方面的影响。 有关产品设计约束的信息将用于制定简化优化问题制定的策略。 启发式多目标优化技术将被应用于确定产品变体的最佳数量和每个变体的配置。 新产品技术部署中固有的不确定性将通过估计当最佳解决方案的特征内容发生变化时将客户转移到产品系列中的其他变体或竞争对手的产品的可能性来解释。 如果成功的话，这项研究将重新引导当前对基于市场的最佳产品族设计的思考。 这种集成和特定于背景的方法在平衡市场覆盖范围与工程和制造多样化产品变体所产生的运营费用方面具有固有优势。 这项拟议的工作是特别相关的美国制造业企业，因为他们再也负担不起实施详尽的战略，以产品扩散。 相反，他们必须有战略选择性地将产品定位于有强烈购买动机的明确客户群体。 此外，通过创建，流通和正在进行的开发一个全面的案例研究问题库，这项工作的传播将有利于整个工程设计研究社区。 学术和工业合作伙伴的合作对该项目至关重要？的成功，因为通过现实世界的市场条件和设计限制遇到的复杂性，否则无法识别和解决。