Research And Practice Of The Method Of Mass Customization Based On Brand Identity

As the raising of social material level, consumers'demand has increased by one level. More and more personalized needs show out. Facing the diversification market, traditional Mass Production, which is single and efficient, can't deal with it well. So, Mass Customization, a new production pattern, comes out.Under Mass Customization, consumers will take part in the design and development of the product more than before. At the same time, the enterprise should also offer chances to consumers to let them take part in it. In this condition, traditional development pattern, where the enterprise is dominant in the product design and development, is replaced by a pattern, where consumers are dominant. In this case, more individuation of the consumers is showed on the product. Accordingly, brand identity is weakened and become more difficult. At the same time, increasing homogenization of the technology aggravates this trend. So it is very necessary to research into the method of Mass Customization based on brand identity.The paper is based on the case above. Firstly, relevant basic theories of Mass Customization and brand identity are summarized and researched into. Secondly ,the method of Mass Customization based on brand identity is discussed and researched into detailedly, which includes the method frame, demand analysis, the method of extracting the design feature element and the technology of modular design under the pattern of Mass Customization based on brand identity. Then the method of Mass Customization based on brand identity, which is practical, can be got. During the research, the validating example is carried out, taking iPod as the object. Lastly, an easy customization system is constructed.