Abstract: The competitive situation and the personalized demand of customers force enterprises to pay attention to the changing situation of customer demand and respond to customer demand accurately,timely and efficiently.Therefore,a matrix configuration model of Hadarmad product under multiple constraints was established,the configuration element transformation matrix was proposed to describe the changing process of customer demand,the change path of configuration element and the degree of change.By introducing the coefficient of variation and the coefficient of bargaining power,the impact of dynamic changes in product spectrum on the profit and loss of enterprises was further explored combining with the ideal deviation value.Then the dynamic optimization management strategy of enterprise product profile was obtained.Taking the product profile of an automobile company as an example,it showed that the value of products could be maximized only by dynamically optimizing the product spectrum based on comprehensive consideration of customer needs and production technology.In addition,charm configurator had higher bargaining power than expectation configurator.Puting forward targeted management strategies about optimizing the number,performance level and configuration state diversity of attractive and desired configurators is the key to enhance product value.

Key words: Kano model, product profile, Hadarmad product, optimizing strategy

摘要： 竞争态势和客户个性化需求迫使企业关注客户需求变更情况并准确、及时、高效地响应顾客需求。为此建立多约束条件下关于Hadarmad积的矩阵配置模型,提出配置元转换矩阵刻画顾客需求变化过程、配置元变化路径及其变化程度,引入变异系数与议价能力系数,结合理想偏差值进一步探讨产品型谱动态变化对企业的损益情况,得到企业产品型谱动态优化管理策略。以A汽车公司产品型谱为例,结果分析表明只有通过综合考虑客户需求和生产技术对产品型谱动态优化才能最大化提升产品价值,另外魅力型配置元相较于期望型配置元有更高的议价能力,提出具有针对性的优化魅力型配置元与期望型配置元的数量、性能水平和配置状态多样性的管理策略是提升产品价值的关键。

关键词: Kano模型, 产品型谱, Hadarmad积, 优化策略