大量客製化之關鍵成功因素

Abstract

在全球化的競爭環境下，市場需求變動日益快速且劇烈，企業不但要滿足顧客多樣化的需求，也要兼顧成本與迅速回應市場的競爭能力，因此「大量客製化」的概念應運而生。「大量客製化」融合了「大量生產」與「客製化」兩種生產系統的優點，以大量生產的技術完成客製化商品/服務的提供，而且只使用相近的成本和時間就達成生產和交貨的目標，此即「大量客製化」的主要概念。

本研究採用「個案研究法」分析大量客製化在不同的企業性質之下，歸納出於製造業B2B、製造業B2C、服務業B2B、以及服務業B2C四個矩陣之下的關鍵成功因素，並對國內業者提出相關建議。

In the global competitive environment, the market’s demand changes fast and dramatically. Therefore, enterprises not only have to satisfy the diversified demands of customers, but enterprises also have to respond to the market in a low-cost and fast way. Those are the reasons why we need “mass customization,” which combines the advantages of “mass production” and “customization.” “Mass customization” offers the customized products/services in a mass production’s technology; in other words, “mass customization” reaches the goal of customization at the same cost and within the same time of “mass production.”

This study adopts a case study as a method to analyze the key success factors of mass customization by different attributes of those companies, including B2B (business to business) in manufacturing industries, B2C (business to consumer) in manufacturing industries, B2B in service industries and B2C in service industries. Last but not least, this study also gives some suggestions to those domestic companies.