The Research On Application Of Product Mix Planning And Product Definition Based On Customer's Demand

With rapidly changing technologies, heightened competition, and various customer demands, enterprises have to shorten the products'life cycles. Development new product quickly and improve products constantly based customers'demand is the key that companies to keep innovative and win customers. However, many enterprises are failed to define product accurately before the introduction of new products. The blind and unscientific introduction of product result in decline of average sales, and the product mix became more and more huge and complex. The product development cost and the maintenance cost also unceasingly increase. Therefore, study how to plan product mix and define product guided by the voice of customer is very important.The theories of product mix planning and product definition based customer's demand are introduced. And the relationship of product mix planning, product definition and customers'demand that they supplement each other and depend on each other is analyzed. This paper indicates that the product mix planning and the product definition must take the customer demand as the guidance. The product mix planning and the product definition also aim to satisfy the customer's demand.How to found customer demand items based the functional attributes and structural attributes, get the customer's demand through different approach, analyses product mix of enterprise from aspects are studied. The paper founds the product mix planning method based customer demand. And traditional product definition methods are analyzed. Then, the paper tries to use conjoint analysis methods to study the definition of specific products. The paper founds a system of product mix planning and product definition conformed to the physical demand.Taking XX Bus enterprise as an example, the paper researches the status of bus industry and its development trends. On the basis of a detailed analysis of its product line and product mix, the paper establishes the customer's demand items of bus. The paper gets customer's demand of bus product through questionnaire research and field survey. Then the paper takes conjoint analysis methods to define product quantitatively and provide advices of reasonable product mix planning and product definition.