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Application Research of Postponement Strategy for Mass Customization

Author: LiJiMing
Tutor: Wu
School: Chongqing Jiaotong University
Course: Technology Economics and Management
Keywords: Postponement Strategy Customized Customer Satisfaction
CLC: F274
Type: Master's thesis
Year: 2011
Downloads: 41
Quote: 0
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Abstract


With the level of development of global economic integration and the deepening of the social division of labor between the level of product diversity and , at the same time , the life cycle of the product is also a gradual reduction of the level of customer service and lead time requirements also increasingly higher. To provide customers with customized products , enhance customer satisfaction , has become a modern enterprise development trend of the pursuit of a new competitive advantage . Mass customization goal is the pursuit of cost effectiveness and market demand fast response postponement strategy as an enhanced enterprise flexibility and enhance the enterprise 's ability to respond quickly one of the means of viable corporate strategy is to help businesses at low cost the efficient operation of the state , to achieve the important and effective way to mass customization one . The delay strategy widely used in the automotive , clothing , and consumer electronic products and other industries . Enterprises need to analyze the implementation of conditions in order to determine whether their products or services for postponement strategy . In this paper, some of the industry 's leading enterprises . In considering the delay to the enterprise to bring lower inventory cost , fast response time , better prediction , more customization , the benefits of a better level of customer service , effective coordination and integration of production , sales , marketing functions the top of these enterprises are the first to use the delay strategy . The paper first introduced the concept of the long tail delay . In addition, through internships research and empirical visited , as well as the application of research and analysis through the online survey , some companies delay strategy . Analysis of these applied research , to show a way to reduce costs and increase revenue , delay strategy or delayed differentiation . In this thesis delay the impact on business , the strategy provides a deep level of insight . In addition , through cost-benefit evaluation of product characteristics and analysis of all aspects of the production process , the papers for the enterprise to provide a suitable basis for judgment of the delay strategy , the same time, the paper will delay the policy application prospects and limitations described .

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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