基于效用和成本的顾客参与研究.pdfVIP

第 30 卷增刊 兵工学报 Vol. 30 Suppl. 2009 年 11 月 ACTA ARMAMENTARII Nov. 2009 基于效用和成本的顾客参与研究 .}..品，宋庆桑，根丽娟 (北京航空航天大学经济管现学院，北京 1佣 19 1) 摘要:顾客的个性化需求日报提高，定制化生产成为企业满足顾客个性化需求的最有效途径 之一。实行定制化生产，顾客可以不同程度地参与产品的形成过程，由此产生了顾客对参与的效用 和参与成本的权衡。本文通过对攒机用户的问卷调查，分析了定制化生产过程中顾客的参与程度 对顾客效用和成本的影响。在此基础上建立了基于效用和成本的顾客参与模型，并重点分析了顾 客在构思与设计 2 个阶段中的最优参与策略。研究结果表明:企业在产品构思阶段应创造条件，鼓 励颇客完全参与;在产品设计阶段则应鼓励顾客与企业合作。 关键词:顾客效用;顾客成本;顾客参与模型;定制化生产;最优参与 中图分类号: F273 文献标志码 :A 文章编号: 1000-1093(2009)~0154 翩 07 Research on Customer Participation ?ased on Utility and Cost WANGJ吨; SONG Qing-mei, CHENG li-juan (School of E∞uomics and Management, Beihang University, Beijing 100191, China) Abstract: Customized production is one of the important approaches to satísfy customers, since cus? tomers have more and more requirements of individuation. Customer can be involved in the customized production in different degrees which leads to the compromise of customer utility and customer cost. The effects of the degree of customer p町ticipation on the customer utility and cost were analyzed, through questionnaire investigatíon on ∞mpatible computer users. A model of customer participation based on utílity and ωst w栅 established and the optimal strate即 of customer pa口icipation in concep? tion and design phases of generating the product w皿 analyzed. The research result shows that fi 口ns should encourage customers totally participate in the conception phase and work together with c时， tomers in the design phase. Key words: customer utility; customerωst; customer participation model; customized production;