Mass Customization Oriented Customer Relationship Management Research

Mass customization is the frontier problem of the business competition in the new century. Accompany with the globalization and competition become more and more violent, the acuity of the market competition and the multiformity of the customer demand make the update of the production more and more quickly. Accompany with popularizing the mass customization, the market competition gradually becomes the competition among the mass customization enterprises; the customers have more choices to choose the customization production; the effect of the customer becomes very prominent. Mass customization oriented customer relationship management becomes a new research project.First, this paper introduces the entropy worldview, and then extract the problem of the mass customization and customer relationship management. This paper analyzes and discusses the mass customization, customer relationship management and the relationship of them, then gets the aim of the mass customization oriented customer relationship management. Then, the article does a series of researches around the aim.This paper builds the mass customization oriented customer relationship management model by the axiom and method of the system engineering. Based on the customer classification by Self-Organizing Map networking method, by the customer analysis, the paper builds the multi-customer value model, sets the variable indicator of the multi-customer value; the paper constructs the dynamic model of the enterprise profits and sets the indictor of the profits; to aim at the Corporate Social Responsibility, the paper makes it into one of the factors of the business decision and sets the Corporate Social Responsibility indicator. The paper builds the mass customization oriented customer relationship management model with all the indictors. Then, the paper introduces some examples of the model.