产品族规划, 客户价值, 竞争优势, 族竞争, 市场细分

First, product’s "family competition" idea was forwarded and the corresponding argument was theoretically verified: more member variety of product family increases competitiveness of product family; optimizing customized attributes can minimize product’s customization deviation from market demands. Second, this paper proposed a CV model which aimed to create and sustain "family competition" advantage with product family planning and a extended QFD model based on "family competition". Then a concrete CV computing method for product family and offspring was given. Third, analyzing CV’s competitive gap among families can let enterprise identify competitive advantages or inferior ones, and decision making principles adjusting customized attributes’ value were introduced. An example was given to illustrate the validity and effectiveness of the proposed theory and method.

product family planning, customer value(CV), competitive advantage, family competition, market segment