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Customer-specific starting solutions and product architecture adaption in the B2B configuration process

B2B配置过程中客户特定的起始解决方案和产品架构适配

基本信息

批准号：
389505435
负责人：
Professor Dr.-Ing. Günther Schuh
金额：
--
依托单位：
Werkzeugmaschinenlabor - WZL
依托单位国家：
德国
项目类别：
Research Grants
财政年份：
2017
资助国家：
德国
起止时间：
2016-12-31 至 2021-12-31
项目状态：
已结题

来源：
https://gepris.dfg.de/gepris/projekt/389505435?language=en
关键词：
Customer specific starting solutions product

项目摘要

The customer requirements for the individualization leads to an increase of product variants and increased complexity effects within the company. Companies in project business, especially the engineer-to-order (ETO) processing, are characterized by a high level of individualization. However, in these companies the desired reduction of product variants is difficult to achieve because existing product variants cannot be eliminated in a simple way. The elimination of product variants needs to be conducted within the theoretical solution space. This creates two challenges for companies. On the one hand, the variant-induced complexity costs have to be minimized. On the other hand, the diversity of variants can lead to customer decision complexity within the decision making process. Based on a completed DFG-funded research project, it must be answered how customer-specific requirements can be translated into product architectures both efficiently and with reduced complexity.The ascertainability and usability with regard to the diversity of customer requirements is often realized by means of product configurators, which increases the decision complexity significantly perceived by the customer. One solution to this problem is the implementation of predefined configuration solutions, so-called starting solutions. Therefore, the aim of this research project is the consideration of a systematic and customer-integrated adaption of the product architecture using customer-specific starting solutions in the B2B configuration process. This research is focused on ETO companies. The Chair of Marketing of RWTH Aachen University mainly investigates the formation and control of customer preferences, the Laboratory of Machine Tools and Production Engineering (WZL) of RWTH Aachen University elaborates the systematic product architecture adaptation for defined customer groups.The research project can be structured in four partial models. In the first step, the derivation of requirements for the integration of customer-oriented starting solutions will be derived. In the following, a description, assignment, and evaluation model for the definition, allocation and selection of customer-specific starting solutions will be developed. The process of adapting the product architecture will be considered accompanying. In the last step, a demonstration tool for the practical use of the research findings will be developed and the transfer of the research findings will be facilitated. The planned research proposition will result in an improvement of efficiency and effectiveness of the B2B configuration process by defining starting solutions. In addition, customer-specific preference mapping and internal complexity effects will be considered. This proposition also enables product architecture adaptations and achieves a higher consistency between the product and the customer preferences as early as possible in the configuration process, while avoiding internal complexity effects.

客户对个性化的要求导致产品种类的增加和公司内部复杂性的增加。从事项目业务的公司，尤其是按订单设计（ETO）处理的公司，其特点是高度个性化。然而，在这些公司中，很难实现减少产品变体的预期，因为现有的产品变体无法以简单的方式消除。产品变体的消除需要在理论解决方案空间内进行。这给公司带来了两个挑战。一方面，必须最小化由变体引起的复杂性成本。另一方面，变体的多样性会导致决策过程中客户决策的复杂性。基于已完成的 DFG 资助的研究项目，必须回答如何将客户特定需求高效且降低复杂性地转化为产品架构。客户需求多样性的可确定性和可用性通常通过产品配置器来实现，这显着增加了客户感知的决策复杂性。该问题的一种解决方案是实施预定义的配置解决方案，即所谓的启动解决方案。因此，该研究项目的目的是考虑在 B2B 配置过程中使用客户特定的启动解决方案对产品架构进行系统性和客户集成的调整。本研究主要针对 ETO 公司。亚琛工业大学市场营销系主任主要研究客户偏好的形成和控制，亚琛工业大学机床与生产工程实验室（WZL）详细阐述了针对特定客户群体的系统产品架构适应。该研究项目可以分为四个部分模型。第一步，推导面向客户的启动解决方案的集成需求。接下来，将开发用于定义、分配和选择客户特定起始解决方案的描述、分配和评估模型。调整产品架构的过程将被视为伴随。最后一步，将开发研究成果实际应用的演示工具，并促进研究成果的转移。计划中的研究命题将通过定义起始解决方案来提高 B2B 配置流程的效率和有效性。此外，还将考虑客户特定的偏好映射和内部复杂性影响。这一主张还能够在配置过程中尽早实现产品架构调整并实现产品与客户偏好之间的更高一致性，同时避免内部复杂性影响。