Research on Generation Mechanism of Reverse Matching based on Mass Customization

摘要：

Customization purchase penetrates deeply to upstream parts mode and brands. It is this kind of reverse matching customization pattern that has a major impact on the power and interests of enterprises. This paper defines the concept of reverse matching, and analyzes the connotation and customizing types of the reverse matching. Through constructing the motivation model of generating reverse matching, this paper analyzes the acting force of customers and enterprises to generating reverse matching under these influencing factors, and draws three generating paths of the reverse matching: customer-oriented, enterprise-oriented, customer & enterprise-oriented.

关键词： Reverse matching Mass customization Mechanism Motivation

作者: CHENG Yanxia WANG Fang

作者单位: School of Management, Wuhan University of Technology, Wuhan, P.R.China 430070

会议类型: 国际会议

会议名称: The 5th International Conference on Product Innovation Management(第五届产品创新管理国际会议 ICPIM 2010)

会议地点: 武汉

会议语种:英文

页码: 1028-1033

在线出版日期: 2010-07-10（万方平台首次上网日期，不代表论文的发表时间）