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A strategy for acquiring customer requirement patterns using laddering technique and ART2 neural network

机译：利用阶梯技术和ART2神经网络获取客户需求模式的策略

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摘要

With the increasing interest and emphasis on customer demands in new product development, customer requirements elicitation (CRE) and evaluation have secured a crucial position in the early stage of product conceptualization. As such, it is highly desired to have a systematic strategy for soliciting customer requirements effectively, and subsequently, analyzing customer orientations quantitatively. For this purpose, a customer-oriented approach has accordingly been proposed and investigated in this study. It concerns both breadth and depth perspectives of customer requirements acquisition as well as customer and marketing analysis. This prototype system comprises two interrelated components, namely, the CRE and the customer/marketing analysis (CMA) modules. The process starts from the voice of customers and ends with the identified opportunities from marketing analysis. In the prototype system, the laddering technique has been employed to enable CRE via the so-called customer attributes hierarchy (CAM). In addition, the adaptive resonance theory, particularly ART2, neural network has been applied as a toolkit for further customer and marketing analysis. A case study on wood golf club design is used to demonstrate and validate this approach.
机译：随着对新产品开发的兴趣日益浓厚和对客户需求的重视，在产品概念化的早期阶段，客户需求征询（CRE）和评估已获得了至关重要的地位。因此，非常需要一种系统的策略来有效地征求客户需求，然后定量分析客户的定位。为此，本研究相应地提出并研究了一种面向客户的方法。它既涉及客户需求获取的广度和深度，也涉及客户和市场分析。该原型系统包括两个相互关联的组件，即CRE和客户/市场分析（CMA）模块。该过程从客户的声音开始，以营销分析确定的机会结束。在原型系统中，已采用阶梯技术通过所谓的客户属性层次结构（CAM）启用CRE。此外，自适应共振理论，尤其是ART2神经网络已被用作进一步进行客户和市场分析的工具包。木质高尔夫球杆设计的案例研究用于证明和验证这种方法。

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