Empirical Analysis of Mass Customization Strategy

摘要：

Mass customization (MC) is the mainstream production mode in the 21st century. The four basic strategies used by enterprises while implementing mass customization, they are: modularization design, product family design, product development and rapid design, and postponement. This paper analyzes the process of MC and the experience of MC strategies in the Haier Group. Points out the strategies of product development and rapid design, and modularization design are the two most successful ones that being made best use of in Haiers MC production mode.

作者: ZHANG Yuhua ZHANG Jiequn

作者单位: School of Management and Research Institute of Cantonese Merchants Guangdong University of Foreign Studies ,Guangdong,P.R.China, 510420

会议类型: 国际会议

会议名称: 2011 International Conference on Strategic Management(2011年战略管理国际会议 ICSM)

会议地点: 成都

会议语种:英文

页码: 421-427

在线出版日期: 2011-09-24（万方平台首次上网日期，不代表论文的发表时间）