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通过个性化、差异化发展和通过改进产品质量来提高市场竞争力,是企业参与市场竞争的两种主要战略,前者适合中小企业,后者适合大型企业,从适用范围讲,两者都有局限。将KANO模型与SWOT矩阵进行集成,提出一种既适合中小企业又适合大型企业的分析工具,以实现产品的竞争战略分析。给出基于KANO模型的产品质量分类过程,通过用户意见调查、调查结果分类以及调查结果统计3个步骤,将产品质量分为基本、线性和魅力3种类型,改进原有SWOT矩阵,将其与KANO模型进行集成,得到产品的竞争战略分析矩阵,并提出通过确保基本质量、提高线性质量以及创造魅力质量,来实现产品的竞争战略。
It is the two main strategies for enterprises to participate in market competition through personalized and differentiated development and improvement of product quality. The former is suitable for small and medium-sized enterprises and the latter is suitable for large-scale enterprises. From the scope of application, both have limitations . The KANO model and the SWOT matrix are integrated, and an analytical tool suitable for both small and medium-sized enterprises and large-scale enterprises is proposed to achieve competitive strategy analysis of products. The product quality classification process based on KANO model is given. Through the three steps of user opinion survey, the classification of survey results and the survey results, the product quality is divided into three types: basic, linear and attractive. The original SWOT matrix is improved, KANO model to get the competitive strategy analysis matrix of the product and put forward to realize the competitive strategy of the product by ensuring the basic quality, improving the linear quality and creating the attractive quality.