I 以客户满意度为导向的AWB公司壁挂炉产品优化研究 摘要 随着经济与社会的发展，5G 时代的到来，使得智能家电的概念掀 起了一波又一波产学研的热潮。市场结构不断变化，传统家电市场中 各种各样客户的需求也随之而来。新产品的不断开发和有吸引力的新 产品的推出，已成为传统家电制造企业赢得市场、生存和可持续发展 的重要手段。家电行业国内外品牌之间的竞争也日趋激烈，外资品牌 企业在市场竞争日益激烈的条件下，如何最大程度争取客户资源，获 得客户更高的满意度，并从客户需求角度出发，持续的优化现有的产 品线，成为企业在竞争中取胜的关键。作为传统家电产品，壁挂炉产 品在中国也有二十几年的历史了，最早的壁挂炉主要引进自国外品牌， 国外精湛的产品工艺和技术受到国内用户的广泛认可，也正因如此， 随着国外壁挂炉产品的不断发展，国内壁挂炉行业在国外产品的不断 引入的情况下，同时经过政府和广大企业的辛勤培育，才有了今天的 繁荣局面。在壁挂炉逐步进入人们生活的时代，越来越多的国产品牌 也开始兴起，国产品牌依据本土化优势，更加了解国内用户的生活及 使用习惯，逐步的抢占了外资市场的份额，对外资品牌造成了非常大 的压力。在这种情况下，外资壁挂炉企业如何迅速本土化，在充分了 解现有产品客户满意度情况的基础上，优化自己的产品是在市场竞争 中取胜的关键。 本研究以目前壁挂炉行业及壁挂炉产品市场情况为背景，以本研 究作者所工作的 AWB 公司为案例，依据 AWB 公司壁挂炉产品的现实中国政法大学硕士学位论文 以客户满意度为导向的 AWB 公司壁挂炉产品优化研究 II 情况展开研究。本研究首先利用 Kano 调查问卷深入挖掘 AWB 公司现 有产品客户满意度情况，并将 Kano 问卷所得满意度数据输入到 IPA 分 析法中，找到产品的各项指标中客户满意度的关键指标，并分别以满 意度和权重为横纵坐标建立分析二维坐标图，得到各项指标所对应的 区域，得出哪些指标是企业需要重点关注的，哪些是需要企业投入资 源的等等，并将各项关键指标所对应的 Kano 系数进行分析调整，结合 AHP 方法进一步确认各项指标的权重，找到在产品优化过程中的重要 指标。之后，构建 AWB 公司客户需求-壁挂炉产品设计质量屋，将所 得指标作为左墙的客户需求数据输入到 QFD 模型的质量屋中，并建立 相应的关系矩阵，进而得到作为屋顶输出的关键产品优化指标，明确 进行产品优化的关键因素。本研究希望在产品优化阶段便充分考虑客 户满意度，尽可能的满足客户的需求，提升企业市场竞争力，抢占市 场份额。本研究根据以上模型，以 AWB 公司的壁挂炉产品为案例进行 调研分析和产品优化，得到较为理想的研究流程方法，证明所建模型 的应用价值，进而能够扩展到整个家电行业产品的优化研究中。 关键词：QFD 模型 IPA 方法 Kano 模型 壁挂炉产品 客户满意度ABSTRACT I RESEARCH ON THE OPTIMIZATION OF AWB'S WALL BOILER PRODUCTS BASED ON CUSTOMER SATISFACTION ABSTRACT With the development of economy and society, the arrival of the 5G era has caused the concept of smart home appliances to set off a wave of industry-university-research craze. The market structure is constantly changing, and the demands of various customers in the traditional home appliance market also follow. The continuous development of new products and the introduction of attractive new products have become an important means for traditional home appliance manufacturers to win the market, survive and sustainably develop. The competition between domestic and foreign brands in the home appliance industry is also becoming increasingly fierce. Under the conditions of increasingly fierce market competition, how can foreign brand companies strive to maximize customer resources, obtain higher customer satisfaction, and continue to optimize from the perspective of customer needs.The existing product line has become the key for enterprises to win in the competition. As a traditional household electrical appliance product, the wall-hung stove product has a history of more than 20 years in China. The earliest wall-hung stove was mainly imported from foreign brands. The exquisite product technology and technology of foreign countries have been widely recognized by domestic users. The continuous development of foreign wall-hung boiler products, the domestic wall-hung boiler industry in the case of the continuous introduction of foreign products, at the same time through the hard work of the government and the majority of enterprises to cultivate, only today's prosperity. In the era when fireplaces are gradually entering people's lives, more and more domestic brands are beginning to中国政法大学硕士学位论文 以客户满意度为导向的 AWB 公司壁挂炉产品优化研究 II emerge. Based on localization advantages, domestic brands have a better understanding of domestic users' life and usage habits, and gradually grabbed the share of foreign-funded markets. Caused a lot of pressure. Under such circumstances, how to quickly localize foreign-owned boiler enterprises, and on the basis of fully understanding the customer satisfaction of existing products, optimizing their products is the key to winning in the market competition. This study takes the current wall-hung boiler industry and the wall-hung boiler product market as the background, and takes AWB Company where the author of this study works as a case to conduct research based on the actual situation of the wall-hung boiler products of AWB Company. This study first used the Kano questionnaire to dig deeper into the customer satisfaction of AWB's existing products, and entered the satisfaction data from the Kano questionnaire into the IPA analysis method to find the key indicators of customer satisfaction among the various indicators of the product, and separately Use satisfaction and weight as the horizontal and vertical coordinates to create an analysis two-dimensional coordinate chart, get the area corresponding to each indicator, and find out which indicators need to be focused on by the enterprise, which require the enterprise to invest resources, etc. The Kano coefficient corresponding to the key indicators is analyzed and adjusted, and the weight of each indicator is further confirmed in conjunction with the AHP method to find important indicators in the product optimization process. After that, build the quality demand house of AWB company's customer demand-boiler product design, input the obtained indicators as the customer demand data of the left wall into the quality house of the QFD model, and establish the corresponding relationship matrix, and then obtain the key product optimization as the roof output Indicators to define the key factors for product optimization. This research aims to maximize product satisfaction by achieving product optimization, thereby enhancing the market competitiveness of enterprises and seizing market share. Based on the above model, this study takes AWB's boiler products as a case for investigation and analysis and product optimization, and obtains a more ideal research process method, which proves the application value of theABSTRACT III built model, and can be extended to the entire household appliance industry product optimization research. KEY WORDS: QFD model; IPA method; Kano model; boiler products; consumer satisfaction目 录 I 目 录 摘要 .............................................................. I ABSTRACT ............................................................ I 目 录 .............................................................. I 第一章 绪论 ........................................................ 1 一、研究背景 .................................................... 1 二、研究目的及意义 .............................................. 3 （一）研究目的......................................................................................................................3 （二）研究意义......................................................................................................................4 三、研究内容及方法 .............................................. 5 （一）研究内容......................................................................................................................5 （二）研究方法......................................................................................................................5 （三）研究技术路线图.......................................................................................................6 四、研究创新点 ...................................