竞争战略视角下的汽车大规模定制  

The Mass Customization in Auto Industries from the View of Competition Strategy

作　　者：程德通[1] 

机构地区：[1]三明学院经济管理系,福建三明365001

出　　处：《宿州学院学报》2009年第4期7-11,共5页Journal of Suzhou 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汽车大规模定制与大规模生产、完全定制的不同特征,并提出了实施汽车大规模定制战略的策略。Poter argued that the basic business-lever strategies of differentiation and overall cost leadership are generally inconsistent. However, the mass customization can combine these two production modles. In this article, the differences among the mass customization, the mass production and the complete customization in the auto industries are compared, and then the strategy of implementing the mass customization is proposed.

关 键 词：竞争战略 大规模定制战略 汽车制造企业 

分 类 号：F124.3[经济管理—世界经济]