Study On The Mass Customization Strategy Based On The Analysis Of Customization Degree

While the current environmental change of market and competition results in the gradual eclipse of mass production (MP), the comprehensive influence of all the internal and external force, involving the drive from the consumer requirement, the pressure of market combat as well as the maturation and industrialization of advanced technology, enables a new paradigm, that is, mass customization (MC), to be possible and necessary at the certain phase of human production development.With the beginning of analyzing the destruct to the MP circle and the core competitive strength of MC, the research objective, significance and content is firstly pointed out. The current MC study mostly focus on manufacturing field or certain specific technologies to support the MC system, but little guidance to the application or implementation of MC in other industries. Aiming at this vacancy, the thesis concentrates on the theoretical discussion and optimal analysis of customization degree, which is chosen to be the key of the research after illustrating the connotation and implemental elements, then quantified according to double criteria of product family function and customer satisfaction. After the thesis deeply analyzing the varied MC strategies to the manufacturing industry along the clue of value chain, the MC strategies to the service industry are suggested following the comparison between service and product, with the examples of related strategies in different industries.As for the details to the application in certain industry, the strategies discussed in the thesis are far from providing a complete executive plan. But the value and creative significance is located at giving out the structure of analysis mode based on the customization degree as the decisive variable. It is hoped to be conducive to addressing problems like: whether the service industries and the manufacturing industries developing service competition strategies should employ MC mode, to what extent, and what marketing support in need, therefore helping the managers find the new solution to differential positioning and successfully executed strategies within the more and more fiery market combat.