大规模定制战略:低成本与差异化的有效融合  

Mass Customization Strategy:Synthesizing Overall Cost Leadership and Differentiation

作　　者：程德通[1] 

机构地区：[1]三明学院经管系,福建三明365001

出　　处：《怀化学院学报》2008年第10期65-67,共3页Journal of Huaihua University

摘　　要：波特认为差异化和成本领先这两个基本战略通常是不相容的,二者很难做到兼顾。大规模定制将大规模生产与定制生产这两个看似矛盾的生产模式有机地结合在一起,企业在利用规模化的低成本的同时,还能快速地满足客户对产品提出的差异化需求,从而实现低成本与差异化的有效融合。从竞争战略的角度比较了大规模定制与大规模生产、完全定制的不同特征,并提出了实施大规模定制战略的策略。Poter argued that the generic business-lever strategies of differentiation and overall cost leadership are generally inconsistent. However, the mass customization can combine these two paradoxical production models. Enterprises Can quickly meet different product requirements of customers at large-scale low cost to synthesize overall cost leadership and differentiation. Through the Comparison of the differences among the mass customization, the mass production and the complete customization, the strategy of implementing of the mass customization is proposed.

关 键 词：成本领先战略 差异化战略 融合战略 大规模定制战略 

分 类 号：F20[经济管理—国民经济]