偏好驱动的SUV产品族外形基因设计
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摘要
随着技术同质化的日益加剧,外形设计成为影响汽车产品竞争力的重要因素之一。产品族外形基因理论是汽车外形设计研究中的热点课题,通过采用延续性的视觉设计特征,模拟生物界的遗传变异效应,塑造具有家族感的系列产品形象,提升产品竞争力和品牌识别性。另一方面,消费者对汽车外形设计的偏好对其购买决策具有重要的影响。多样化的消费者使汽车厂商在塑造一致性产品族形象的同时,必需考虑个体的差异性偏好。由于产品族设计一般由工业设计师为主导,凭借个人主观审美与经验开展,具有一定的模糊性和不确定性,若规划不当,导致系列车型间差异过大,将不利于塑造一致的产品族视觉形象。这一矛盾尖锐地反映在现代工业设计中,尤其对于未建立完善产品族战略的新兴企业。此外,在汽车市场上,SUV是一类新兴的热门车型,学术界对该车型尚未提供针对性的设计指导。
为解决上述问题,本文提出了偏好驱动的SUV产品族外形基因设计方法,通过运用产品族外形基因研究、消费者偏好研究、遗传算法等相关领域的理论与方法,构建了统一性与差异性并存的产品族形象,并驱动SUV外形设计向消费者喜爱的方向发展。方法主要分为三个部分：
第一部分对SUV外形基因展开了提取与表达研究,构建了基因池。
(1)基于层次分析法和典型SUV产品族应用规律调研,提取了SUV外形基因,区分了个性化基因和继承性基因两个应用层次；
(2)运用特征线表达了外形基因,并进一步采用贝塞尔曲线的硬点和控制点坐标对个性化基因进行了参数化表达；
(3)对初代样本执行基因提取与表达,构建了SUV外形基因池。池中个性化基因参与进化计算,继承性基因直接参与家族化形象塑造。
第二部分阐述如何通过偏好驱动SUV外形设计。
(1)基于语差法和聚类分析进行了消费者差异化偏好研究,区分了三类具有不同偏好的人群；
(2)建立了偏好与风格意象间的映射模型,对各人群的偏好特征进行了解释,定义了越野型、商务型及城市休闲型三类风格各异的SUV产品线,指导整车风格设计；
(3)建立了偏好与个性化基因间的感性工学映射模型,作为偏好驱动的进化函数,指导个性化基因进化。
第三部分在上述步骤成果的基础上,进行了SUV外形基因在产品族设计中的应用。
(1)对个性化基因开展了基于遗传算法的进化设计,得到了符合各人群偏好的基因子代；
(2)在进化生成的个性化基因方案上叠加继承性基因,塑造了方案间的家族化特征,生成了一系列既具关联性又符合消费者差异化偏好的SUV设计方案；
(3)经满意度评价,生成方案获得了良好的消费者反馈,验证了本文方法的可行性与有效性；
在本文方法的基础上,构建了面向SUV产品族的计算机辅助概念设计系统。允许用户通过简单的输入与点选,驱动系统快速生成多个SUV概念设计方案,成功建立了系列方案间的家族化形象,验证了方法的正确性和有效性。
最后对全文进行了概括性总结,并指出理论和应用上的进一步研究方向。
In the era of technical homogenization, the shape design of automobile is becoming an extremely important factor that influences the product competitiveness. The theory of product family shape gene is a popular topic in the design studies for automobiles. It proposes methodology that applies consistent visual features in a series of products, so as to simulate the biological genetic variation effect, and to form a family image. The method will enhance the competitiveness and brand recognition of the products. On the other hand, the aesthetic preference directly influences consumer's purchase decision. Diversified consumer preferences make automobile manufacturers to take into account the overall consistency and individual differences when they establish the product family image. However, traditional product family design is generally led by industrial designers, which is subject to the designers' subjective aesthetic feeling and experience, leading possible ambiguities and uncertainties. If the design work is lack of comprehensive planning, differed designs among the series can hardly form a consistent image of the product family. This problem is commonly seen in the modern industrial design area, especially for emerging enterprises without a complete product family strategy. Moreover, the guidelines on SUV, a popular vehicle in global market, is not in place in the academia.
In order to solve the abovementioned problems, this paper presents a methodology-"Shape Gene Design for SUV Product Family Driven by Preference". With the application of product family shape gene theory, consumer preference study and evolutionary computation, the methodology builds up a consistent but diversified image for SUV product family, meanwhile, motivates the SUV shape design that fits to consumers'preference. It consists of three stages below:
The1st stage extracts and expresses the shape genes of SUV, establishing the gene pool accordingly.
(1) Through an Analytic Hierarchy experiment and an investigation on typical SUV families, the shape genes of SUV are extracted and divided into individual gene and inherited gene.
(2) The shape gene is expressed with feature wireframes, while the individual gene is expressed with position of hard points and control points on Bezier splines.
(3) The shape gene pool is established by extracting and expressing parent generation samples. The individual gene will be involved in the evolution computation and inherited gene will be directly applied in product family design solutions.
The2nd stage introduces how preference drives the SUV shape design.
(1) Through a Semantic Differential (SD) test and a clustering analysis, the consumers are classified into three groups based on their diversified preferences.
(2) A mapping model between preference and design style is established for each consumer group to explain their preference feature. Accordingly, three separate product lines, Cross-country SUV, Business SUV and City Leisure SUV, are defined as the guideline for the design style.
(3) A mapping model between preference and shape gene is established under Kansei Engineering theories for each product line, as the preference-driven evolution function for individual gene design.
The3rd stage creates the design solution of SUV product family with application of shape genes.
(1) The evolution computing is performed on individual gene with genetic algorithm, obtaining optimal genes that fit different consumer groups.
(2) The inherited gene is added up to the evolved individual gene, forming a family characteristic among solutions, and generating a series of integral SUV design solutions that are interconnected and meet the diversified prereferences among consumers.
(3) Through an evaluation, the design solutions obtain good assessment from consumers. It verifies the feasibility and effectiveness of the proposed methodology.
Based on the methodology, a Computer-Aid Conceptual Design System for SUV Product Family is developed. Through simple input and selection, users can generate a series of conceptual design solutions and successfully establish product family image among them, verifing the practicability and correctness of the proposed methodology.
In the end, a conceptual conclusion is made to indicate further steps of research theoretically and practically.
为解决上述问题,本文提出了偏好驱动的SUV产品族外形基因设计方法,通过运用产品族外形基因研究、消费者偏好研究、遗传算法等相关领域的理论与方法,构建了统一性与差异性并存的产品族形象,并驱动SUV外形设计向消费者喜爱的方向发展。方法主要分为三个部分：
第一部分对SUV外形基因展开了提取与表达研究,构建了基因池。
(1)基于层次分析法和典型SUV产品族应用规律调研,提取了SUV外形基因,区分了个性化基因和继承性基因两个应用层次；
(2)运用特征线表达了外形基因,并进一步采用贝塞尔曲线的硬点和控制点坐标对个性化基因进行了参数化表达；
(3)对初代样本执行基因提取与表达,构建了SUV外形基因池。池中个性化基因参与进化计算,继承性基因直接参与家族化形象塑造。
第二部分阐述如何通过偏好驱动SUV外形设计。
(1)基于语差法和聚类分析进行了消费者差异化偏好研究,区分了三类具有不同偏好的人群；
(2)建立了偏好与风格意象间的映射模型,对各人群的偏好特征进行了解释,定义了越野型、商务型及城市休闲型三类风格各异的SUV产品线,指导整车风格设计；
(3)建立了偏好与个性化基因间的感性工学映射模型,作为偏好驱动的进化函数,指导个性化基因进化。
第三部分在上述步骤成果的基础上,进行了SUV外形基因在产品族设计中的应用。
(1)对个性化基因开展了基于遗传算法的进化设计,得到了符合各人群偏好的基因子代；
(2)在进化生成的个性化基因方案上叠加继承性基因,塑造了方案间的家族化特征,生成了一系列既具关联性又符合消费者差异化偏好的SUV设计方案；
(3)经满意度评价,生成方案获得了良好的消费者反馈,验证了本文方法的可行性与有效性；
在本文方法的基础上,构建了面向SUV产品族的计算机辅助概念设计系统。允许用户通过简单的输入与点选,驱动系统快速生成多个SUV概念设计方案,成功建立了系列方案间的家族化形象,验证了方法的正确性和有效性。
最后对全文进行了概括性总结,并指出理论和应用上的进一步研究方向。
In the era of technical homogenization, the shape design of automobile is becoming an extremely important factor that influences the product competitiveness. The theory of product family shape gene is a popular topic in the design studies for automobiles. It proposes methodology that applies consistent visual features in a series of products, so as to simulate the biological genetic variation effect, and to form a family image. The method will enhance the competitiveness and brand recognition of the products. On the other hand, the aesthetic preference directly influences consumer's purchase decision. Diversified consumer preferences make automobile manufacturers to take into account the overall consistency and individual differences when they establish the product family image. However, traditional product family design is generally led by industrial designers, which is subject to the designers' subjective aesthetic feeling and experience, leading possible ambiguities and uncertainties. If the design work is lack of comprehensive planning, differed designs among the series can hardly form a consistent image of the product family. This problem is commonly seen in the modern industrial design area, especially for emerging enterprises without a complete product family strategy. Moreover, the guidelines on SUV, a popular vehicle in global market, is not in place in the academia.
In order to solve the abovementioned problems, this paper presents a methodology-"Shape Gene Design for SUV Product Family Driven by Preference". With the application of product family shape gene theory, consumer preference study and evolutionary computation, the methodology builds up a consistent but diversified image for SUV product family, meanwhile, motivates the SUV shape design that fits to consumers'preference. It consists of three stages below:
The1st stage extracts and expresses the shape genes of SUV, establishing the gene pool accordingly.
(1) Through an Analytic Hierarchy experiment and an investigation on typical SUV families, the shape genes of SUV are extracted and divided into individual gene and inherited gene.
(2) The shape gene is expressed with feature wireframes, while the individual gene is expressed with position of hard points and control points on Bezier splines.
(3) The shape gene pool is established by extracting and expressing parent generation samples. The individual gene will be involved in the evolution computation and inherited gene will be directly applied in product family design solutions.
The2nd stage introduces how preference drives the SUV shape design.
(1) Through a Semantic Differential (SD) test and a clustering analysis, the consumers are classified into three groups based on their diversified preferences.
(2) A mapping model between preference and design style is established for each consumer group to explain their preference feature. Accordingly, three separate product lines, Cross-country SUV, Business SUV and City Leisure SUV, are defined as the guideline for the design style.
(3) A mapping model between preference and shape gene is established under Kansei Engineering theories for each product line, as the preference-driven evolution function for individual gene design.
The3rd stage creates the design solution of SUV product family with application of shape genes.
(1) The evolution computing is performed on individual gene with genetic algorithm, obtaining optimal genes that fit different consumer groups.
(2) The inherited gene is added up to the evolved individual gene, forming a family characteristic among solutions, and generating a series of integral SUV design solutions that are interconnected and meet the diversified prereferences among consumers.
(3) Through an evaluation, the design solutions obtain good assessment from consumers. It verifies the feasibility and effectiveness of the proposed methodology.
Based on the methodology, a Computer-Aid Conceptual Design System for SUV Product Family is developed. Through simple input and selection, users can generate a series of conceptual design solutions and successfully establish product family image among them, verifing the practicability and correctness of the proposed methodology.
In the end, a conceptual conclusion is made to indicate further steps of research theoretically and practically.
引文
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