基于定制成本的厂商生产战略研究

A Manufacture Strategy Study Based on Customization Costs

针对市场要求厂商提供满足消费者个性化需求的产品,而许多厂商实施大量定制产品战略后并未取得预期效果的情况,基于Hotelling模型,考虑厂商定制成本与顾客差异化需求,构建了确定厂商生产战略、产品定制范围与产品定价的3阶段博弈模型,得出了视定制成本不同,厂商应当实施混合战略或标准产品战略这一结论。

Manufacturers are asked to meet consumer′s demands for personalized and customized products.However,many companies are not successful after the implementation of mass customization strategy.Based on the Hotelling model,considering customization cost and the differences of customer demands,a three-stage game model was built to determine the vendor production strategy,the scope and pricing of customization.It was found that it′s not a good idea to take a single mass customization strategy when the customization cost was much more than standard products.Depending on the different cost of customization,manufacturers should take the mixed strategies or standard product strategy.