| People have clothed themselves in socialized clothes, namely people have not used the self-made clothing again, but why don't people have a meal depending on social services? Having this question, this article has made a thorough inquiry. Domestic traditional research on food and beverage industry mostly take the high income community's demand as the beginning, but popular dining demand by far has not been satisfied. Its objective reason is that restaurants are unable to provide both low-price and diversity product nowadays. Although overseas there are many research achievements on popular dining demand like fast food industry, populace's diverse demand has not been broken through after all. The reason why this article will apply mass customization to the marketing of chinese food and beverage industry and further meet the popular dining demand,is that mass customization, as a new production model, probably provide both low-price and diversity meals which are needed simultaneously by the populace.At present, fruits connecting theory of mass customization with chinese food and beverage industry are few. In only a few fruits,they often put forward a mechanical proposal on the basis of some achievements probing from manufacturing industry. But the question whether this theory will work in practice is doubtful, for it does not analyze the present situations of chinese food and beverage industry (e.g. the integrity in dining production activities) and requirements in the application of mass customization theory (e.g. not to be able to break away from multitudinous partners) in detail. Mass customization,which can provide order goods for customers according to the cost and efficiency similar to mass-production's,can solve the contradictory question between large-scale and low-cost and personalized demand. Indeed, it is a type of production model accompanied with full collaboration and good communication, but it does not mean own interior cooperation to some enterprise absolutely. If it is short of full socialized division of labor, short of specialized production, mechanized production, large-scale production, it is firstly impossible to provide low-cost or low-price goods.Without exception, MCDonald's is an obvious example.Therefore, this article dissects deeply the barrier to chinese food and beverage industry nowadays when implementing mass customization, through analyzing the present situations of chinese food and beverage industry,and refering to requirements in the application of mass customization theory. Then, in view of the present mass customization theory which emphasizes cooperation excessively but neglects the premise and the foundation of cooperation(namely the division of labor). This article rises above the division of labor theory to understand mass customization,and firmly believes that the situation on division of labor should be considered firstly in order to probe the mass customization theory in chinese food and beverage industry.All in all,when practicing the mass customization theory in chinese food and beverage industry, socialized division of labor is the foundation, socialized cooperation is the key.Some concrete countermeasures as follows: Deepening the division of labor through the specialization of minimally processed vegetables production,the specialization of minimally processed vegetables allocation and dispatch, the specialization of production in the kitchen (or central kitchen socialization), the specialization of community's order, as well as the specialization of meal research and development; Improving the efficiency of the division of labor through mechanized production, large-scale production ,e.g. overcoming the finances difficultly through the cultivation of industry investment fund; Introducing the industrial integration theory into the traditional industry such as chinese meal industry so as to probe the cooperation of mass customization in following some conclusions from predecessors such as standardization and modulation and information transformation. |
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