注重客户偏好的整体包装设计方案优化路径

Optimizing Path of Overall Packaging Design Scheme Focusing on Customer Preferences

中文关键词: 整体包装设计方案  服务属性  客户满意度  Kano模型

英文关键词: overall packaging design scheme  service attributes  customer satisfaction  Kano model

中文摘要:

      目的 提供一种定量化的考虑客户偏好的包装设计方案优化方法。方法 采用Kano模型，设置双因数问卷调查表，以五种不同的需求层次，获取客户对整体包装设计方案所提供的八项服务属性的主观满意度情况和Kano类别，根据不同Kano类别的特点，运用线性和非线性数学模型，获得精确的不同服务属性的满意度拟合函数，从而获得不同服务属性的重要度和提升空间。结果 根据不同服务属性的Kano类别的主观评价和重要度、提升空间等数据的客观评价结果，获得该企业整体包装设计方案的优化顺序依次是时间、个性化、价格、物流配送、服务意识、设计方案、环保情况、包装材料。结论 依据客户的偏好，通过定量化数据分析，优化包装设计方案，有助于提升企业工作效率，提高客户的满意度。

英文摘要:

      The work aims to provide a quantitative optimization method for packaging design scheme considering customer preferences. Based on the Kano model, the customer’s subjective satisfaction with eight service attributes and Kano categories of the overall packaging design scheme were obtained at five different demand levels by setting up a double-factor questionnaire. According to the characteristics of different Kano categories, linear and non-linear mathematical models were used to obtain the accurate satisfaction fitting functions of different service attributes, thus obtaining the importance and promotion space of different service attributes. The priority of the overall packaging design scheme of the enterprise was time, individualization, price, logistics distribution, service awareness, design scheme, environmental protection and packaging materials, according to the subjective evaluation on the Kano category of different service attributes and the objective evaluation results such as importance and promotion space. Based on customers’ preferences, the quantitative data analysis and optimization of packaging design scheme are helpful to improve the work efficiency of enterprises and customer satisfaction.