中文摘要：

面向融合有形产品与无形服务的完整产品总体设计方案开发，提出了基于通用物料清单表达的完整产品变量化配置模型。分析了完整产品及其总体方案配置设计的内涵与概念，建立了基于通用物料清单的完整产品结构表达。利用质量功能配置方法实现了客户需求向完整产品结构的映射，在成本与设计约束下，优化了总体设计方案的产品规格与模块性能定位。给出了方案配置的多约束定义，基于变量化配置，建立了层次化完整产品总体方案配置设计模型。最后给出了水平定向钻机完整产品总体设计方案的配置实例，并验证了所提方法的可行性。

英文摘要：

For overall design alternative development of full product which integrated tangible products and intangible services, a variant configuration model of full product based on Generic Bill of-Materials （GBOM） was proposed. Concepts and connotations of full product and configuration design were also analyzed. Based on GBOM, the structure of full product was established for its conceptual design. The customer requirements were mapped into design process by Quality Function Deployment （QFD）, through which product specification and module performance were optimized under the constraints of costs and design requirements. Multi constraints for scheme deployment were defined. Hierarchical deployment model was presented by using the approach of variable deployment with configuration constraints. The proposed approach was applied in the product development of horizontal directional drilling machine and its feasibility was verified.