针对当前旅游服务商急需对顾客提供个性化产品以赢得市场先机，从而提升其市场竞争力的问题，本文以提高旅游顾客满意度为目标， 从顾客需求出发， 基于质量功能展开（QFQ）原理，首先搭建了旅游产品一维质量屋，建立了对应的目标规划模型；接着针对旅游产品“食”、“住”、“行”、“游”、“购”、“娱”六要素，对一维质量屋进行扩展，搭建了以该六要素为维度的旅游产品多维质量屋，并建立了多目标规划模型，以辅助旅游产品开发决策；最后通过绵阳市古镇旅游产品开发实例验证了该模型的可行性。

In order to meet the urgent need to provide customers with personalized products for the companies to get market opportunities, so as to enhance their market competitiveness, this paper built an one-dimensional house of quality of tourism product firstly. It improved customers’ satisfaction in the travel as the goal, and based on Quality Function Deployment (QFQ).And also established a related corresponding goal programming model. Then it extended to build up a house of quality in six dimensions for tourism products six elements, and established a multi-objective programming model to assist tourism product development decisions. Finally, the paper made town tourism product development in Mianyang as an example to make it feasible.