Research On The Mass Customized Marketing Pattern Based On The Core Of Third-party E-commerce

Under mass production and mass production mode, the traditional focus their attention on providing the standard products to achieve economies of scale while they neglect the customer's individual requirements. MC break through the limitations of large-scale production mode, and it provides customers with single or small quantities of personalized products through the combination of the mass production and large-scale production, and it has achieved great success. However, this mode has many limits because of the high request of capital, technology, management, branding and so on.With the construction and development of the third-party e-commerce platform, it has become an important hub of market information, and it want toseek a new breakthrough not only satisfy the role of dealing with and transmiting the information. The professional and technical advantages of the third-party e-commerce platform provide conditions for it takes part in MC.In this paper, the combination of e-commerce and mass customization mode is the study' target, it suggests MC with the role of the third-party e-commerce platform and constructs the mode of MC by using the method of general literature study, comparative study, model research, quantitative research and so on. It research three important palces while using the new mode and set up a whole system of performance evaluation indicators and evaluation methods through the analysis of new model's advantages and characteristics. This article has tow innovations: one, it suggest the large-scale custom marketing model with the core of the third-party e-commerce platform; second, set up relevant models with their reseach.There are six chapters in this paper, the first two chapters introduces the related literature review; in the third chapter, it suggests MC with the role of the third-party e-commerce platform and constructs the mode of MC and analysis their process and characteristics; the forth chapert introduce several important aspects of using the new mode; the fifth chapter set up a whole system of performance evaluation indicators and evaluation methods; Finally, make the summary and prospects.