使用QFD促进营销设计过程的一体化

200155:100026788(2001)0520137204QFD1,2(1.,300072;2.,300130):(QFD)(HOQ),QFD,QFD,,QFDL:;;:F406.3;O213.1:AaPromotingUnityofMarketingDesignProcessbyUsingQFDKONGZao2jie1,HAOYong2jing2(1.TianjinUniversity,Tianjin300072,China;2.HebeiUniversityofTechnology,Tianjin300130,China)AbstractThispaperintroducesthebasicconceptofQFDandHOQ,andformulatesthefeasibilityoftheapplicationofQFDtomarketingmanagement.AconceptualmodelandtwomethodsofmarketingsurveyarepresentedandaproceduredesignofmarketingmanagementusingQFDisdescribed.Keywordsmarketing;qualityfunctiondeployment(QFD);houseofquality(HOQ)1,,,,LL,,,L(QFD)L,L,,LCIMS,CIMS,CIMSL,,CIM,La:1999209227:863öCIMS(863251128102172)©1995-2005TsinghuaTongfangOpticalDiscCo.,Ltd.Allrightsreserved.2QFDHOQQFD70L1972,QFD(HOQ)L,QFD,IsuzuMatsushitaKomatsuNECMiconQFDL1984(MIT)DonClausingQFDLJohnMchughLarrySullivanQFDLGOALöQPCBobKingTamagawaYojiAkao(QFD),QFDL1987,QFD,QFD[1]LQFD,(HOQ),,L,(hows)(whats),QFD,1L1QFDQFD,:1)LQFD(HOQ),,()L2)L,,,L3)L,,L4)L,[2]L(HOQ)QFDJ.R.HauserD.Clausing1988[3],2:2,1);2);3)83120015©1995-2005TsinghuaTongfangOpticalDiscCo.,Ltd.Allrightsreserved.2(HOQ)();4);5);6)L3QFDHOQ[4],,L1985:,[5]L,,LQFD,LQFD,QFDL3QFDHOQL,3QFDQFD,L:,,,,,,,,L,9315QFD©1995-2005TsinghuaTongfangOpticalDiscCo.,Ltd.Allrightsreserved.4(,4),,,L,,,L,,L,L,,QFD,L4,QFDHOQ,QFD,,,LQFD,CIMSIQSMIS,,CIMSL,CIMS,L:[1].[M].:,1997.[2].[M].:,1997.[3]JohnRHauser,DonClausing.Thehouseofquality[J].HarvardBusinessReview,1988.5-6:63-73.[4],.[M].:,1995.[5],.[M].:,,1997.[6]SullivanLP.Qualityfunctiondeployment[J].QualityProgress,1986.6:39-50.[7]MichaelRHunter,RichardD.VanLandingham.ListeningtothecustomerusingQFD[J].QualityProgress,1994,4:55-59.04120015©1995-2005TsinghuaTongfangOpticalDiscCo.,Ltd.Allrightsreserved.