【作者】 孙琳；

【导师】 张敏；

【作者基本信息】 天津大学 ， 工商管理， 2023， 博士

【摘要】 《质量强国建设纲要》指出,提高研发设计与生产质量,推动消费品质量从生产端符合型向消费者端适配型转变。基于顾客需求数据,分析改进产品设计,对我国建设制造强国和质量强国有重要的作用。对顾客需求的管理不仅包括产品开发前的顾客需求收集、识别与分析,也包括在产品上市后从顾客角度对产品评价,追踪需求的变化,以及对产品设计特征所能满足的消费者需求的传达。近年来,在线评论成为了顾客表达对产品观点的重要途径,为顾客需求挖掘的研究带来机遇,也成为顾客感知评价研究的热点问题。但在线评论数据通常为非结构化的文本数据,其数量之大,内容之多,也给数据分析带来困难。同时,伴随着电商的崛起,快速扩张的线上店铺数量为产品上市后的需求研究带来挑战,如何精准传达产品的优势并获得顾客有限的注意力成为难点。本研究立足于在线评论数据,围绕顾客需求识别和感知评价展开研究,主要包括:1)如何考虑中性情感,进行顾客需求识别;2)如何基于比较文本,识别顾客潜在需求;3)如何基于在线评论中的顾客观点进行产品评价,改进数字货架管理。具体的研究内容和创新点如下:第一,从在线评论中的顾客情感出发,现有文献在识别顾客需求信息时,往往只关注于顾客表达的积极和消极情感,而忽视了顾客所表达的中性情感。然而,有研究表明,中性情感代表了顾客的犹豫和不确定,有助于产品设计师了解顾客的观点。为解决现有研究的不足,本文提出了考虑在线评论中性情感的顾客需求识别框架。通过对电脑和手机评论的实例研究以及对顾客和专家的调研可知,本文所提出的模型更贴近顾客的真实想法和需求。因此,该框架能够获取更加准确的顾客需求信息,这为扩展基于在线评论的顾客观点挖掘的相关研究提供了新视角。第二,顾客在发布评论时,不仅仅会关注于其购买的产品,还会将它和竞争产品进行比较。然而,现有文献在进行需求挖掘时,往往只关注了顾客所发布的针对于目标产品的评价内容,而忽视了顾客所表达的比较观点。为更加深入地挖掘顾客的潜在需求,本文提出了基于产品比较评论的顾客需求识别框架。从在线评论中顾客发布的比较观点出发,识别评论文本中的比较句,提取和目标产品有竞争关系的产品。此外,结合顾客在产品评论中发布的对产品属性的情感,进一步挖掘顾客潜在的比较需求。通过使用手机评论集的实证研究可知,本文所提供的框架能够在识别产品的竞争优势和劣势的基础上,深入挖掘顾客的潜在需求,对当前以顾客为中心、以顾客需求为导向的产品设计相关研究进行了有利地补充。第三,在产品上市后,为了持续地进行需求管理,快速发现需求落差,捕捉和处理需求变更,及时地追踪顾客对产品的感知评价是至关重要的。本文从制造商属性出发,基于产品的官方网站信息和在线评论,开发产品属性词典,识别在线评论中顾客关注的产品设计亮点。此外,基于顾客对目标产品和竞争产品的情感态度,进一步构建顾客感知评价框架。该框架不仅能够对产品进行顾客感知评价,同时能够协助零售商进行数字货架管理。本文拓展了产品上市后基于在线评论的需求管理研究,为数字货架管理的相关研究提供新视角。本文致力于更加准确地识别顾客的需求,并对产品进行顾客感知评价,推动“以客户为中心”的产品设计和评价,拓展了产品设计质量、顾客需求识别和数字货架管理的相关研究。同时,本文提出的方法可以为产品设计师提供更加可靠的需求管理策略,有助于零售商改进数字货架管理,为企业开展“以客户为中心”的产品设计与展示改进工作提供了系统的方法。更多还原

【Abstract】 The Outline for Building a Powerful Country with Quality points out the need to improve the quality of research,development,design,and production.It also emphasizes the necessity of the transformation from manufacturing-centered quality to customer-centered quality.Mining customer individual requirements through customer data analysis to improve product design plays an important role in boosting our country’s strength in manufacturing and quality.Effective requirement management involves not only collection,identification,and analysis of customer requirements before product development but also evaluating products from the customers’perspective,tracking changes in requirements,and the communication of retailers to the customer requirements that can be met after product launch.In recent years,online reviews have emerged as a crucial way for customers to express their opinions on products,opening up opportunities for research into customer requirement mining and becoming a hot issue in customer perception evaluation research.However,the sheer volume and unstructured nature of online review data pose significant challenges for data analysis.Moreover,with the growing number of online stores in the e-commerce landscape,there are increased challenges for customer requirement research after product launch.It is essential to gain limited attention of customers by accurately delivering the competitive advantages of products.Based on online reviews,this study focuses on customer requirement identification and customer perception evaluation,mainly including 1)how to identify customer requirements by considering neutral sentiment;2)how to identify potential customer requirements based on comparative texts;3)how to evaluate product based on online reviews and improve digital shelf management.The specific research contents and innovation points are as follows:First,from the perspective of customer sentiments expressed in online reviews,existing literature on customer requirement identification tends to focus on the positive and negative sentiments in reviews,while ignoring the neutral sentiments expressed by customers.Some studies have shown that neutral sentiments represent the hesitant and uncertain attitudes of customers and can help product designers understand their customers.To address this issue,this thesis proposes a framework for customer requirement identification considering neutral sentiment based on product online reviews.The case study of laptops and cell phones and the survey of customers and experts show that the framework proposed in this dissertation is closer to the real thoughts of customers.Therefore,this study is able to obtain more accurate information about customer requirements,which provides a new perspective to extend the research related to customer opinion mining based on online reviews.Second,when customers post reviews of the target product,they do not only focus on the product they purchased,but also compare it with the competitors.However,the existing literature on requirement mining and product design improvement focuses on the content of the target product in online reviews,which neglects the potential requirements on the comparison.In order to explore these potential requirements,this study propose a framework of using comparative text to explore customer requirements.It identifies the comparative sentences posted by customers in online reviews to extract products that are competitive with the target product.Further,this dissertation mines potential requirements by combining customer sentiments on certain product attributes.The case study using the cell phone reviews shows that the framework provided in this study is able to identify the competitive advantages and disadvantages of products and deeply analyze customer potential requirements,which is a favorable complement to the customer-centered and customer-requirement-oriented product design.Third,after products are launched,it is crucial to continuously customer requirement management by quicky identifying requirement lapses,capturing and handling requirement changes,and tracking customers’perceptions and evaluations of products in a timely manner.This thesis constructs a product attribute dictionary from the manufacturer attributes and identifies the product design highlights that customers pay close attention to in online reviews.The dictionary is based on data from the manufacturer’s websites and online reviews.In addition,a customer perception evaluation framework is further constructed based on customers’attitudes towards target products and competitive products.The framework can not only evaluate customer perception of products,but also assist retailers in digital shelf management.This thesis extends research on requirement management after product launch based on online reviews and provides a new perspective on research related to digital shelf management.In conclusion,this dissertation aims to accurately identify customer requirements,evaluate customer perceptions of products to promote customer-centered product design and evaluation,which enriches the research on product design quality,customer requirement identification and digital shelf management.Meanwhile,the frameworks proposed in this thesis can provide product designers with more reliable requirement management strategies,help retailers improve digital shelf management,and provide a systematic approach for companies to carry out customer-centered product design and display improvement.更多还原