The Study Of Mass Customization On NIKE

Today, a business has to develop methods for mass customization to cope with the fast-changing competition environment .To satisfy the personal demands of customers becomes the most important goal for world-class business. Mass customized product or service should be provided at the high efficiency and low cost as the output of a mass production system.To realize the vision of mass customization, a business has to develop a new business model. At its supply side, modularize manufacturing will virtually integrate the core competencies of partners along the value chain. Thus , quick response of customized product or service can be achieved. At its demand side, customer relationship management (CRM) will provide the voice of customer. By integrating the online marketing approach, customers can easily select and order the personal goods.In this study, the NIKE customization business model is discussed as an example. The success factors and competition strategies are analyzed. A Design-to-Order(DTO)business model which based on the modularize manufacturing, customer relationship management and online marketing approaches is defined. Suggestions are made to the shoe industry of Chinese to help it to create niche markets in the future.