大规模定制战略及我国企业的对策

The Strategy of Mass Customization and the Countermeasure of Chinese Enterprises

大规模定制是一种基于顾客价值创新的战略思维,它是将大规模生产与定制生产有机统一,规模经济与范围经济有机统一,成本、产品歧异性和速度有机统一的组合竞争战略。本文认为实施大规模定制战略取决于产品需求状况、企业大规模定制能力、供应链及竞争对手的策略;大规模定制被认为是21世纪的主流生产方式和竞争焦点,我国企业应努力通过提高大规模定制能力来增强竞争力。

Mass customization is a strategic thought based on customer value innovation, and it integrates mass production with customized production, integrates scale of economy with scope of economy, and integrates product cost, differentiation with speed. The implementation of mass customization depends on the demand style of products, the enterprise's capacity of mass customization, supply chain and competitor's tactics. The competitive strategy is regarded as the mainstream of production manner and the focus of competition in the 21st century and it is very important for Chinese enterprises to strengthen competitiveness by enhancing the capacity of mass customization.