Mass Customization Service Applicability Evaluation Study

As the globalization of markets and diversity of customer needs in modern society, more and more companies recognize that mass customization services emerged as a powerful weapon to enhance their competitiveness. So service companies are faced the choice that whether to implement the mass customization services. But now, the researches of mass customization services mostly emphasize its classification, implications and technology. The applicability of mass customization services has not been studied. So researching the applicability of mass customization services for enterprise's strategy decision is the main purpose of this paper.Firstly, reviewing the domestic and international papers of the mass customization services points out that the research about its applicability is lack of. And there is both practical and theoretical significance to study the applicability of mass customization services.Secondly, based on the theory of mass customization services we analyze two basic questions——what kind of service and what kind of service company are suitable for mass customization services. We summarize the necessary conditions and abilities to carry out the mass customization services. And then the applicability factor model of mass customization services is provided.Thirdly, analyzed from the applicability of service and market suitability, organize and coordinate, the resources and operations management, the service capability, the applicable assessment index system of mass customization services is established. After determining the weight and weight optimization method, we use fuzzy comprehensive evaluation method to establish the applicability of mass customization services evaluation model.Finally, through the investigation of The Beijing Shen Tong Express Limited Company, we evaluate its degree of mass customization services and use MCE software to ensure the accuracy of the evaluation. Based on the results, we find this company's shortcomings and propose some improvement suggestions.