Mass Customization: China Mobile Phone Manufacturing Mode Selection

Through 20 years development, China's handset manufacturing industry already marched into the mature period and the meager profit time, facing with many questions such as the intense competition, too much production, the bad tendency of the industry status. Based on Joseph Pine's theory about mass customization, this article discusses the strategy and attempts to open a new way for handset manufacturers.This article includes introduction, five chapters and conclusion. In the introduction, we point out the research background----the problem faced by the handset manufacturing industry after it enters into the mature period. With the mass customization theory, we propose that handset manufacturers should adopt the modularity + direct sale strategy.In first chapter, we discuss the related content about mass customization theory. We compare the mass production and the mass customization, list five essential methods, discussed the Dell mode. In the end, based on competition strategies, we think the modularity + direct sale strategy is the best way which can carry out the mass customization.In second chapter, we elaborate the development history and present some problems faced by China's handset manufacturing industry. This article divides 20 years'history of handset manufacturing industry into four stages.In third chapter, analysis on consumer,market,competition and handset technology, we think the handset manufacturers should accept the idea about mass customization.In fourth chapter, we propose the handset manufacturers to carry out the modularity + direct sale strategy. We specify modularity'superiority, direct sale'superiority and superiority created together by modularity and direct sale.In fifth chapter, we analysis the advantage and disadvantage factors which will be faced by handset manufacturers when they carry out the modularity + direct sale strategy. In this foundation, this article proposes five measures.