| More and more consumers have begun to pursue―personalized‖products which meet their unique needs. In this consumer trend, plenty of enterprises turn to mass customization production. In the new market environment, it's important for the companies that have taken mass customization to estimate the cost of customized products, and build a reasonable pricing model. This is an issue worthy of studying.Using literature research and qualitative research methods, this thesis proposes a cost estimation model including market coordination costs, and a pricing model in the goal of largest market effectiveness.Firstly, we summarize the research findings by domestic and foreign scholars and make a detail comparison, then connect the structure of product with the value chain, and with considering the market cording costs, we make a cost estimate model under different customization levels. Secondly, after obtaining the estimated cost, we use cost-oriented pricing to price the product. In the goal of largest market effectiveness, by using harmonic functions, we can get the best price and the best customization level. In the meanwhile, we make a conclusion that Under certain conditions, company can provide customized products in a lower prices than standard products, and can even make more profit by making price in the goal of maximizing the market effectiveness. Finally, the date of a virtual company―A‖was used to make a presentation about the new costs estimating and pricing model.Due to limited resources, the proposed method is not verified by real company data. Further study includes considering more influencing factors to study the product cost and price of mass customization. |
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