Optimal product positioning based on quality function deployment

Xinggang Luo; Jiafu Tang; Chun Kit Kwong

doi:10.1109/CCDC.2009.5192534

Optimal product positioning based on quality function deployment

Xinggang Luo, Jiafu Tang, Chun Kit Kwong

Research output: Chapter in book / Conference proceeding › Conference article published in proceeding or book › Academic research › peer-review

Abstract

A new method for optimal product positioning based on quality function deployment (QFD) is proposed. Perceptual mapping and house of quality (HoQ) are introduced to link the consumer perceptual space, product attribute space and product engineering space. The degree of overall customer satisfaction is introduced in the rule of consumer choice probability. An optimal product positioning model is established based on QFD. Genetic algorithms are applied to achieve the optimal value settings of a new product's engineering characteristics. Finally, an example of optimal positioning is given to illustrate the feasibility of the proposed model and algorithm.

Original language	English
Title of host publication	2009 Chinese Control and Decision Conference, CCDC 2009
Pages	4284-4287
Number of pages	4
DOIs	https://doi.org/10.1109/CCDC.2009.5192534
Publication status	Published - 17 Nov 2009
Event	2009 Chinese Control and Decision Conference, CCDC 2009 - Guilin, China Duration: 17 Jun 2009 → 19 Jun 2009

Conference

Conference	2009 Chinese Control and Decision Conference, CCDC 2009
Country	China
City	Guilin
Period	17/06/09 → 19/06/09

Keywords

Genetic algorithm
Product positioning
Quality function deployment

ASJC Scopus subject areas

Artificial Intelligence
Computational Theory and Mathematics
Control and Systems Engineering
Electrical and Electronic Engineering

More information

10.1109/CCDC.2009.5192534

Scopus Link

Cite this

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title = "Optimal product positioning based on quality function deployment",

abstract = "A new method for optimal product positioning based on quality function deployment (QFD) is proposed. Perceptual mapping and house of quality (HoQ) are introduced to link the consumer perceptual space, product attribute space and product engineering space. The degree of overall customer satisfaction is introduced in the rule of consumer choice probability. An optimal product positioning model is established based on QFD. Genetic algorithms are applied to achieve the optimal value settings of a new product's engineering characteristics. Finally, an example of optimal positioning is given to illustrate the feasibility of the proposed model and algorithm.",

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T2 - 2009 Chinese Control and Decision Conference, CCDC 2009

Y2 - 17 June 2009 through 19 June 2009

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