Research On Distribution Model And Coordination Mechanism Of Mass-Customization Supply Chain

With the increasing diversification and individuation of customers'demands, traditional mass production (MP) cannot win the new market competition any more. Then mass customization (MC) emerges. Mass customization, which can not only meet the demands of customers but also increase the profits of enterprises, is becoming the new production mode in the 21st century.Through the study of the distribution model and coordination mechanism of supply chain for MC, Solutions to the problems of the profit conflicts among supply chain members are put forward. The purpose is to make sure the supply chain operates efficiently and help implement MC successfully.Firstly, some basic theories of MC are introduced, including the background, advantages, characters and the comparison with MP. Secondly, supply chain coordination, as well as essence and effects of supply chain contracts are introduced, and upon these, supply chain coordination and contracts of MC supply chain are introduced.Thirdly, an empirical research on consumer psychology through research questionnaire is conducted, which analyzed the key elements that affect the demand of customized products, which also affect the decision making of a MC supply chain.Fourth, an analysis on decision model-centralized decision and decentralized decision making, as well as distribution model is conducted.Fifth, a research is made on the decision making of supply chain directly facing customers, and the revenue sharing contract used in MC supply chain containing distributors (including research on two competing distributors).Finally, two case studies are made on Dell Company and Yongor Company.