Customer Demand Analysis Method Based On Kano Model

A wide range of products appear in the market as the rapid development of society and the progress of science & technology,showing a oversupply situation.The production model of mass customization is proposed with the situation of the new market environment can’t be adapted by the traditional mode of production. We should understand customer needs before the large-scale production of customized, and produce products based on customer needs. However the final physical products are not intended to meet all the needs of customers fully and completely,mainly because two aspects: for businesses, too many product features will increase the cost and difficulty of post-maintenance; for customers, too much product features can lead customer appear "feature fatigue". Enterprises need a way to determine the features of a product are customizable, and to sort the degree of importance of those customizable features. Choose some important features to customize and give up some unimportant features, in order to balance the contradiction between customer satisfaction and product cost.This paper presents a customer needs analysis method which based on the model of Kano,and combines the customer needs analysis method and the model of Kano. Firstly, determine the initial customer demand items according to the first draft of questionnaire survey. Secondly, determine the Kano category of the various needs items, and screened according to the different categories of Kano.Get on a third questionnaire of importance degree about the retained customer needs items, and analyze the obtained data by applying the method fo rough number to get the initial weights of customer needs items.And then they were given different adjustment factor according to the Kano category of the customer needs items. Finally get the final wetghts and the importance degree sequence of customer needs items.Take the first six customer’s needs items, generating a series of virtual product by the method of orthogonal experimental design according to the different level of customer needs items. Do the fourth conjoint analysis questionnaire of these virtual products, and let consumers rate these virtual product, then using conjoint analysis method analyse the result of questionnaire, and ultimately get the most popular products parameter combinations. In this study we take mobile phone as an example, select college students as research objects, a total of issuance of four questionnaires, exhaustively analszed the obtained data, the proposed method was demonstrated systematically, and the effectiveness and feasibility of this approach has been verified.The study provides a certain reference for enterprises when customized the mobile phone.