現今的消費市場處於高度競爭s中，判斷產品線該含括哪些產品是企業能否生存的重要因素。其中產品線設計最佳化問題是在消費者將選擇能為其帶來最大效益的產品之假設下，以吸引最多消費者選購為目標，進行產品線延伸、全新或翻新設計。消費者只在新產品具有更高效益的情況下，才會由原本偏好的產品轉而選購新產品線內的產品。產品線設計最佳化模式是個廣泛被應用的方法之一，此模式是聯合分析法(conjoint analysis)架構下的0、1整數規劃問題。過程中以聯合分析法直接評估消費者對產品各屬性水準的偏好效用值，再以此為基礎透過產品線設計最佳化模式找出適當的新產品線方案。本研究開發兩種符合企業實際需求之產品線設計最佳化模式，並以台灣筆記型電腦產業面對新綠色技術而需設計或翻新產品線為例。其中產品線同步翻新最佳化模式針對具備完整產品線的公司，克服以往必須分兩階段進行新進產品設計與退場產品選擇之限制，建構能同步翻新的產品線翻新最佳化模式。由於考慮了各產品在吸引消費者上的互補性，因此得到優於以往兩階段模式之結果。另一為模糊產品線設計最佳化模式，將消費者面對新產品時的偏好不確定性納入考量，進行產品線延伸設計或全新設計。模糊理論(fuzzy theory)可以解決消費者不易給予新產品明確偏好評價的問題，此模式則將消費者的偏好不確定性適當地納入產品線最佳化設計的過程中，結果也發現具高度偏好不確定性的消費者會顯著地影響最終方案
本研究的產品線同步翻新最佳化模式能考慮偏好新進產品與退場產品的消費者間之互補性，設計新進產品也同時評估那項產品該退出既有產品線，除了能同時決定整個產品翻新方案，得到的產品線翻新方案也優於以往需先決定退場產品或新進產品的兩階段模式。在模糊產品線設計最佳化模式中，本研究分別在模糊(Fuzzy)與明確(Crisp)偏好情境下求解最佳產品線延伸方案。由於模糊情境將偏好不確定性納入考量，因而以較嚴格的標準判斷消費者是否購買新產品，結果顯示具高度偏好不確定性的消費者容易因情境不同而做出不同的購買決策，進而造成兩種情境得到不一致的最佳產品線延伸方案。

By the term “product line”, a line of substitute products is meant. For example, a product line can contain different models of notebook computers. The product line design optimization model (PLDOM) is to maximize the number of buyers who would choose one of the candidate items of the product line. It is assumed that buyers choose the product that gives them maximum utility. They switch from their current brand only if they receive more utility from a new product.
In today’s highly competitive environment the determination of an optimal product line composition is very important for the survival of a firm. The PLDOM can be formulated within the conjoint analysis framework as a 0–1 integer programming problem. Conjoint analysis provides a methodology that links attributes directly to buyers’ preferences. This research develops two kinds of PLDOMs that are base on real market situations. First is for customers unfamiliar with new technologies, it is difficult to precisely appraise preferences for new products. This research proposes fuzzy PLDOM to take preference uncertainty into consideration. Second is for the companies with large and complete product line, they must plan a successful product line rollover scheme to launch new products and delete existing ones simultaneously. This research proposes product line rollover optimization model to reach this demand.
In fuzzy PLDOM, Optimal schemes are obtained under Fuzzy and Crisp scenarios. The results show that customers with high preference uncertainty have different purchase decisions under above scenarios. The different purchase decisions lead to a great inconsistency between the optimal schemes. The Fuzzy scenario takes preference uncertainty into consideration and uses stricter standards to judge whether customers buy products with new technology. The product line rollover procedure of Proposed Model is achieved in one phase. The results show that Proposed Model can consider the complementarily between the product additions and deletions, which helps companies with complete product line to find better product line rollover schemes.

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