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1 Introduction 6
1.1 Research Background 6
1.1.1 Emergence and rising of mass customization production 6
1.1.2 The formation of customer-centered business models 6
1.1.3 CRM offers an effective way to acquire customers' personalized needs 7
1.2 Research significance 7
Chapter 2 Literature Review 10
2.1 Introduction of Mass Customization 10
2.1.1 The concept of mass customization 10
2.1.2 Characteristics of mass customization 10
2.2 Classification of mass customization 12
2.3 Definition and content of CRM 13
2.3.1 Definition 13
2.3.2 Content of CRM 14
2.4 My Overall discussion with CRM and MC 17
2.4.1. Marketing Model in Dell 17
2.4.2 Customer Classical Model of Decision Making 21
2.4.3 ERP and CRM Integrated Mass Customization Need 24
Chapter 3: Methodology 26
3.1 Research Design 26
3.1.1 Explanatory 26
3.1.2 Choice of Theories 27
3.2 The Data Collection 27
Chapter 4: Chinese Manufactory situation& Mass Customization 28
4.1 Status of Chinese Manufactory. 28
4.1.1. Weak Innovation Capability, long-cycle development 28
4.1.2. Manufacturing processes and equipment are outdated, sets is not strong 29
4.1.3. Production automation, optimizing resources utilization levels are low 29
4.1.4. Extensive business management mode, the capabilities of collaboration and opening up international markets is not strong 30
4.2 Why MC is necessary for most of Chinese Manufactory 30
4.2.1Chinese Manufactory contradiction & Mass Customization 31
4.2.2 Overall Contradiction 33
4.3 The necessity for manufacturer enterprise in China to implement client relationship management based on MC mode 34
Chapter 5: Discussion of operation of MC in Chinese manufactory 39
5.1 Expert system support products under the modular 39
5.2 Reorganized Business Process Base on Customer 39
5.2.1 Analysis for current business process 40
5.2.2Enterprise Value Orientation 41
5.2.3 Plan implementation 41
5.2.4 Effect Evaluation 42
5.3 Construct organization construction compatible with China wholesale customization enterprises 42
5.3.1 The organization reform principle for wholesale customization enterprise 43
Chapter 6:Conclusion 46

 

 

Bibliography

Anderson, M. D. and Pine II, B. J. 1997. Agile Product Development for Mass Customization: How to Develop and Deliver Products for Mass Customization. McGraw-Hill: Irwin Professional Pub.

Beatty, S. and Smith, S. 1987. External search effort: An investigation across several product categories. Journal of Consumer Research 14(1), pp. 83-95.

Bin, D. et al. 2004. [Creating core competitiveness for 21 century enterprise.] Beijing: Science Press, pp. 8-9. (In Chinese)

Broadman, R. 2010. The CRM Consultant. [Online] Available at: 6 August 2010]

Brown, S. 2000. Manufacturing the future—Strategic resonance for enlightened
manufacturing. London: Financial Times.

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