New Product Development Fuzzy Front End Analysis Model Study Based On QFD And Kano

During the last 20 years, product innovation relys more on customer needs. Only by recoganizing the Voice of Customer can enterprises develop a product popularized by the market. Enterprises must keep innovating according to Voice of Customer to bring up customers' satisfaction.Fuzzy Front End (FFE) contais the first two steps in New Product Development (NPD) process, which are "Idea generation" and "Idea Selection". Containing fuzzy decision procedure, FFE is key foundation to further product development.Quality Funtion Development (QFD) is a systematic method, transferring Voice of Customer to Technical Attributes of products or services. From fuzzy customer requirements to specific technical attributes, QFD is an effective method in FFE.Kano considers there are 5 kinds of customer requirements, among which "Attractive quality" brings surprise of customers when enterprises provide such quality and would not raise unsatisfactory when not provided. Applying Kano method to specify customer requirements is the base of products innovation.In this study, QFD and Kano model are combined in FFE to specify voice of customer. FFE process management model based on QFD and Kano are presented, containing FFE management submodel, product innovation submodel and product concept development submodel. This model is applied in an Automotive Company for a new launch and achieved a great success.The results of this study contain:(1) FFE process management model based on QFD and Kano is presented;(2) This model is applied in an Automotive Company and achieved a great success;(3) A new combining method of QFD and kano is presented;(4) A new concept called "Attractive Requirement House of Quality" is put forward in this study.