基于QFD理论的商品化指标体系在某品牌B级轿车上的应用

发布时间：2018-05-18 10:05

本文选题：商品化指标体系 + 质量功能展开　；参考：《吉林大学》2017年硕士论文

【摘要】：中国经济的持续增长为汽车市场的快速发展提供持久的动力,并促成了中国用户汽车消费的升级,这直接带动了B级车市场的快速发展。但是随着竞争的白热化,B级车的门槛也越来越低,价格总体呈现下降趋势,合资品牌的价格下移对自主品牌的发展呈现出了不利的局面,自主车企的生存空间被进一步挤压。但愈是在这种压力下,自主企业才更加清醒的意识到仅仅靠压低成本堆砌装备的做法只是在饮鸩止渴,唯有提高自身产品竞争力,才能打破自主品牌身上廉价劣质的枷锁,这才是企业长期健康发展的正确途径。但是,从市场中获取的用户需求如何才能更好的转化成工程技术语言,需要我们应用科学的方法去实现,商品化指标体系是作为满足消费者需求和技术解决方案之间的桥梁,是将市场语言转化成技术语言的工具。其根本目的是对前期规划的所有地区及品牌都有约束力,促使市场与技术有条件地进行紧密合作,达成一致。商品化指标体系的实施关键在于两个方面的分析,一个是竞争情况的判断是否准确,数据收集是否全面,这属于支撑性分析,而另一个是具体的目标制定,这体现了一个企业的核心能力,比如对于自身体系能力的感知和对未来发展趋势的判断,相关目标之间的关联与平衡,只有目标确定准了,产品的开发才能有据可依。制作商品化指标体系的三个核心工具,客户之声、竞品分析与QFD(Quality Function Deployment)质量功能展开。QFD是一种把顾客对产品的需求进行多层次的演绎分析,转化为产品的设计要求、零部件特性、工艺要求、生产要求的质量工程工具[1]。在汽车产品开发的过程中,如果能够很好地应用特征化指标体系,将会大大提升产品开发的精准性,为自主品牌的向上突破和创新性起到了积极的推动效应。本文通过对某品牌B级别轿车的策划过程的剖析,比较详细的阐述产商品化指标体系的理论综述,系统的描述了商品化指标体系这一工具的来源和概念以及整个体系的构成和制订步骤。通过对VOC(Voice of Customers)用户之声的特点及操作流程的研究,竞争对手车型的组织评价、以及QFD质量功能展开的过程描述,详细介绍在车型策划过程中,如何将市场语言转化为工程技术语言这一难题。通过商品化指标体系这样一座桥梁,使企业开发的产品能够更精准的满足用户需求,同时在企业内部,也形成了一个各部门机构统一完善的评价体系,为整车企业提升产品竞争力,减少优化开发周期提供了一个较为完善的解决方案。
[Abstract]:The sustained growth of China's economy provides a lasting driving force for the rapid development of the automobile market and promotes the upgrading of Chinese consumers' automobile consumption, which directly drives the rapid development of the B-class car market. However, with the increasing competition, the threshold of B-class car is lower and lower, the price of the joint venture brand is decreasing, the price of the joint venture brand has a disadvantage to the development of the independent brand, and the living space of the independent car enterprise is further squeezed. But the more under this pressure, the more soberly independent enterprises realize that the only way to rely on low cost to pile up equipment is to drink poison to quench thirst. Only by improving the competitiveness of their own products can we break the shackles of cheap and inferior quality on our own brands. This is the correct way for long-term and healthy development of enterprises. However, how can the user demand from the market be better converted into engineering technology language, we need to apply scientific methods to achieve it, and the commercialization index system is a bridge between meeting consumer demand and technical solution. It is the tool that transforms the market language into the technical language. Its fundamental aim is to bind all regions and brands in the early planning process, and to facilitate the market and technology to work closely together and reach agreement. The key to the implementation of the commercialization index system lies in the analysis of two aspects, one is whether the judgment of the competition situation is accurate and whether the data collection is comprehensive, which belongs to the supporting analysis, and the other is the formulation of specific objectives. This reflects the core competence of an enterprise, such as the perception of its own system capability and the judgment of the future development trend, and the correlation and balance between the related objectives. Only when the objectives are determined correctly, the product development can be supported by evidence. The three core tools for making the commercialization index system, customer Voice, Competition Analysis and QFD(Quality Function deployment, develop the quality function. Qfd is a multi-level deductive analysis of the customer's demand for the product, which can be transformed into the design requirements of the product and the characteristics of the parts and components. Process requirements, production requirements of quality engineering tools [1]. In the process of automobile product development, if the characteristic index system can be applied well, the precision of product development will be greatly improved, and it will play a positive role in promoting the upward breakthrough and innovation of the independent brand. Based on the analysis of the planning process of a certain brand B class car, this paper expounds in detail the theoretical summary of the production commercialization index system. This paper systematically describes the source and concept of the commercialization index system, and the composition and formulation steps of the whole system. Through the study of the characteristics and operation flow of VOC(Voice of customers' voice, the organization and evaluation of competitors' models, and the description of the process of QFD quality function development, this paper introduces in detail the process of vehicle planning. How to transform market language into engineering language is a difficult problem. Through such a bridge of commercialization index system, the products developed by enterprises can meet the needs of users more accurately. At the same time, within the enterprises, a unified and perfect evaluation system has been formed for various departments and organizations. It provides a more perfect solution for the whole vehicle enterprise to improve the product competitiveness and reduce the optimization development cycle.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471;F273.2

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