支持价值驱动设计的顾客需求价值建模_张新卫

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支持价值驱动设计的顾客需求价值建模1

张新卫，王克勤，同淑荣

（西北工业大学 设计管理研究所，陕西 西安 710072）

摘要：价值驱动设计利用价值模型支持系统各层级的最优化设计，可以解决需求驱动设计面临的价值子优化问题。价值模型对于价值驱动设计的成功至关重要。本文提出一种从不规则的顾客需求陈述构

建价值模型的方法：采用手段-目的分析和部分-整体分析推理需求陈述间的关系并识别顾客的真实需求；

引入顾客需求可衡量属性的选择模型和多属性效用理论建模顾客需求的价值。同时，方法支持将无量纲

的价值衡量转化为具有物理意义的一维属性值，如剩余价值等。针对顾客需求价值模型构建过程中存在

的信息质量问题，提出相应的敏感度分析技术。最后，方法被应用于大型民用飞机顾客需求价值模型的

建立，并在软件中实现了建模和仿真。

关键词：顾客需求；价值模型；价值驱动设计；多属性效用理论；敏感度分析

中图分类号：TP391；TH122 文献标识码：A

Value modeling of customer needs to support value-driven design

ZHANG Xin-wei, WANG Ke-qin, TONG Shu-rong

(Institute of Design Management, Northwestern Polytechnical University, Xi’an, 710072,

China)

Abstract: Value-driven design (VDD) uses value models for design optimization at each level of system

design, which can solve the problem of value sub-optimization stemming from requirements-driven design.

Value models are critical to the success of VDD. In this paper, a novel approach is proposed to develop a value

model of customer needs from initial customer statements that are of different levels and granularity. Firstly,

means-ends analysis and part-whole analysis are used to infer and organize the relationships among customer

statements, and lead to identifying real customer needs. Attributes for measuring customer needs are then

identified and selected with a decision model. Multi-attribute utility theory is then introduced to model value of

customer needs. At the same time, the approach is enhanced with the capability of transforming dimensionless

value (utility in this case) in the value model back to one special dimension of customer needs with physical

meaning, e.g., surplus value. While the input to construct the value model is sometimes inaccurate or uncertain,

different kinds of sensitivity analysis in the value model are also enabled. The approach is finally applied to a

commercial aircraft example, and an airline value model is implemented and simulated.

Key words: customer needs；value model；value-driven design；multi-attribute utility theory；sensitivity

analysis

收稿日期：2013-09-04；修订日期：2014-04-16。Received 04 Sep.2013;accepted 14 Apr.2014.

基金项目：欧盟第7框架国际合作项目（234344）；教育部人文社科基金（12YJC630201）；西北工业大学资助项目（13GH0311,

RW201305,W016228）。Foundation items: Project supported by the European Community’s 7th Framework Program (No.234344),

the Ministry of Education Foundation of Humanities and Social Science (No.12YJC630201) and the Northwestern Polyetchnical

University(No.13GH0311, RW201305,W016228).