摘要
大规模生产带来了商品的极大丰富。消费者在大量的同质性产品面前,需求逐渐趋向于多样化和个性化;为满足这种需求,大规模定制应运而生。通过对大规模定制的介绍,说明了大规模定制时代已经来临;再通过对企业行为方向选择模型的分析,得出了在大规模定制生产模式下企业应该选择的营销战略。
It is the Mass Production that causes the commodity in great abundance these years. When customers face the similar products, theirs requirements become diversification and individuation. It is the reason why Mass Customization is invented. Mass Customization will be introduced in this article, then analysis the model of the enterprise behavior choice of direction, finally come to a conclusion： Which model should be chosen in Mass Customization Production mode.
出处
《价值工程》
2007年第4期137-140,共4页
Value Engineering
关键词
大规模定制
营销战略
品牌战略
mass customization
marketing strategy
trademark strategy
