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Application of Customer relationship management for Mass customization in China

中国大规模定制的客户关系管理中的应用

大规模定制（MC）被认为是21世纪最重要的生产，满足特定需求提供定制的产品和服务的低成本和高效率的追求。

Abstract

Mass Customization (MC) is considered as one of the most important production of 21st century, which pursues meeting the specific demand by offering customized products and services with the low cost and the high efficiency. Mass Customization is also considered as an important means for the enterprises to obtain the advantage in the market environment which is subdivided constantly and change fast in the 21st century. The Customer Relationship Management plays an https://www.51lunwen.org/logistics/ essential role in MC. It (CRM) is the result of the modern management combined with the information technology, which uses the best commercial practice and integration of information technology, design, management strategy and procedure to organize a technological system of enterprises around the centre of customers and meanwhile offers an automatic solution. Its purpose is to improve customer’s hand over value and loyalty, and then realize the growth of enterprise’s income and improvement the work efficiency of the enterprise. Mass Customization in production organization and Customer Relationship Management in management theory both embody the thought of customer-centric. In this paper, from the advanced production mode of Mass Customization combined with the Customer Relationship Management, I proposed the thesis of the Customer Relation Management of Mass Customization.

Under the fierce market competition condition, Chinese enterprises can promote the Core Competitiveness greatly by the transformation from the traditional producing mode to Mass Customization mode. However, in the process of actualizing the MC mode, the enterprises will confront with the challenge of the customization between the short delivery time, low cost and the individuation. In this paper, by carrying on the CRM for Mass Customization, the enterprises can accurately obtain customer’s individualized demand, and excavate the customer’s personal buying behaviors and habits. And through the expert designed system, enterprises can modularize the products, which will facilitate the enterprises’ succeeding in Mass Customization. In this paper, I have systematically probe the characteristic of CRM of Mass Customization. On this basis, the operation mode of CRM of Mass Customization has been studied in this article and I have put forward on the function model of the system of CRM of Mass Customization. Finally, this paper also discussed the relevant principles of the products module and the significance of products module.

Key Words: Mass Customization；Customer Relation Management；Expert System；
Module of Product；Chinese Manufacture enterprise.

Table of Content

Declaration/Statements ..................................................................................................1
Acknowledgements........................................................................................................2
Abstract ........................................................................................................................3
Table of Content........................................................................................................... 4

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