Study On The Customer Relationship Management Of The Mass Customization

Mass Customization (MC) is considered as one of the most important production modes of the 21st century,which pursues meeting the specific demand by offering customize products and services with the low cost and the high efficiency close to that of Mass Production. Mass Customization is also considered as the important means of the enterprise to obtain the advantage in the market environment subdivided constantly and change fast of the 21st century. The Customer Relationship Management(CRM) is the result of the modern management combined with the information technology, which use the best commercial practice and integration of information technology, design and manage the strategy, procedure, organize and technological system of enterprises around"customer's centre", offer an automatic solution, its purpose is to improve customer's hand over value and loyalty, and then realize the growth of enterprise's income and improvement the work efficiency of the enterprise. Mass Customization in production organization and Customer Relationship Management in management theory both embody the thought of customer-centric. In this paper, from the advanced production mode of Mass Customization combined with the Customer Relationship Management, we proposed the thesis of the Customer Relation Management of Mass Customization.On theory the concept and intension of the Customer Relationship Management of Mass Customization is studied in-depth. Under the fierce market competition condition, Chinese enterprise can promote the Core Competitiveness greatly by the transformation from the tradition producing mode to Mass Customization mode. But the enterprise in the process of actualizing the MC will confront with the challenge of the customization between the short delivery date and the individuation between the low cost. In this paper, by carrying on the CRM of Mass Customization, the enterprise can accurately obtain customer's individualized demand , can excavate the customer's customization behaviors and laws, And through the expert system to modularize the product will facilitated the enterprise succeeding in Mass Customization. In this article, the author compares the CRM of the mode among Mass Production, MC and single pieces of build-to-order production. And the author has systematically probe the characteristic of CRM of Mass Customization. On this basis, the operation mode of CRM of Mass Customization has been studied. And in this article, the author has put forward on the function model of the system of CRM of Mass Customization. Finally, in this paper the author discussed the relevant principles of the products module and the important significance of products module. The author summarized the relevant problem about the business process reengineering around"customer's centre". The author summarized the principle of reconstruction the enterprise structure and the suitable enterprise structure for Mass Customization enterprise. The author analyzed the characteristic of corporate culture that could support the enterprise to succeeding in actualizing the CRM of Mass Customization, and discussed how to establish the suitable culture for the Mass Customization enterprise. The author discussed the relevant problem about how to strengthen the analytical capacity of CRM of Mass Customization. And the author discussed the problem of how to effectively integrate ERP with the CRM of Mass Customization.