Optimal product positioning based on quality function deployment

Authors:
Xinggang Luo;Jiafu Tang;C. K. Kwong
Affiliations:
School of Information, Key Laboratory of Integrated Automation of Process Industry of MOE, Northeastern University, Shenyang, China;School of Information, Key Laboratory of Integrated Automation of Process Industry of MOE, Northeastern University, Shenyang, China;Department of Industrial and Systems Engineering, The Hong Kong Polytechnic University, Hong Kong, China
Venue:
CCDC'09 Proceedings of the 21st annual international conference on Chinese control and decision conference
Year:
2009

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Abstract

A new method for optimal product positioning based on quality function deployment (QFD) is proposed. Perceptual mapping and house of quality (HoQ) are introduced to link the consumer perceptual space, product attribute space and product engineering space. The degree of overall customer satisfaction is introduced in the rule of consumer choice probability. An optimal product positioning model is established based on QFD. Genetic algorithms are applied to achieve the optimal value settings of a new product's engineering characteristics. Finally, an example of optimal positioning is given to illustrate the feasibility of the proposed model and algorithm.