Research On Quick Response Of Mass-Customization Based On E-Supply Chain

With information technology's development and global extreme turbulent clothing market competition, customer demands are more and more fragmented and individualized, which spurs modern apparel enterprises' competition up to focus on how to better meet customer's individualized needs. Mass customization that's created under this environment means to satisfy customer needs by mass production efficiency. Enterprises must provide customers with their required products and services by accurate quantity, category and within set lead time and execute quick response in order to keep in advantage in competition. Quick response is one of the restricted factors of mass customization and the operation model to fulfill mass customized production and service and quickly meet customer needs' diversity and individuality. Mass customization achieves mass production efficiency by modularization, but modularization decreases individuality in some degree. Therefore the contradiction between modularization or standardization of mass customization and customer fragmented demand is the dominant contradiction of quick response. It combines E-supply chain operational model to research the approach and method for optimizing that contradiction. E-supply chain creates conditions for the contradiction's efficient solution and flat for quick response. Customer's individualized needs center on individualized order needs. By the positive study on one supply chain company's global supply chain alliance performance, it reflects quick response performance and analyzes the contradiction's expressions and detailed problems. Then it concludes dominant contradiction optimization approach and process. That is to build reasonable order forecast by CPFR, to shorten order information lead time by EDI so to highly efficiently and quickly capture customer individualized order, then to immediately execute orders according to customer's requirements, to form mass customization's standardization, to quick response to and handle order change and all kinds of supply chain interior and exterior crises. Therefore this article takes e-supply chain as research flat background and mass customization's quick response as research object. It also considers both mass customization and e-supply chain optimization in order to well solve the contradiction between standardization of mass customization and customer individualization. At last it comes to a conclusion to build up dynamic network contradiction optimization model.