基于顾客参与的定制满意度研究

随着顾客个性化需求的提高,定制化生产已经成为企业满足顾客需求的有效途径之一。实行定制化生产,顾客必须参与产品的形成过程,因此,顾客参与生产过程与顾客满意度之间存在密切的联系。通过对定制个人计算机用户的问卷调查,分析定制化生产过程中顾客参与程度对顾客满意度的影响。建立了基于顾客参与的定制满意度模型,并分析了该模型的特性。提出了要实现顾客满意度最大化,企业应该鼓励顾客更多、更早地参与产品的形成过程的观点。同时,指出完全定制化生产是企业生产模式未来的发展趋势。     

基于属性重要度的产品定制程度测量模型及定制策略

定制程度的高低反映了制造商对顾客个性化需求响应的程度。运用组合分析法建立基于效用的顾客属性定制偏好测量模型和基于属性重要度的产品定制程度测量模型;以笔记本电脑装配定制为研究对象,运用K-means聚类将样本分成5个不同的属性偏好群体,测量个体与5个属性偏好群体满意度,比较分析多样化生产方式与定制化生产方式下顾客满意度的差异,建立不同偏好群体定制程度与顾客满意度之间的回归模型。研究表明,按照定制属性重要度从大到小依次进行定制生产比细分市场的多样化生产能更有效地提高顾客满意度。     

基于功能和零部件配置元的在线定制顾客需求研究

根据公理化设计理论,研究产品从功能域向物理域的映射,讨论功能与部件之间的关系,提出功能配置元和零部件配置元的概念,定义顾客基于功能配置元和零部件配置元的产品在线定制矩阵;通过对顾客在线调查结果的分析,得到顾客对功能配置元和零部件配置元及其特征项总体关注程度,定义在线定制服务提供商在线定制综合能力评价指标体系,构建反映在线定制服务提供商在线定制综合能力系数的计算方法,结合顾客对功能配置元和零部件配置元及其特征项总体关注程度的分析方法,确定在线定制服务提供商提供给顾客进行产品在线定制的各功能配置元和零部件配置元及其特征项,并对顾客在线定制产品的类型进行了划分.最后举例证明该方法的可行性.     

参与的乐趣——一个有中介的调节模型

随着消费个性化的提高和网络信息技术的发展,越来越多的企业通过提供定制化的产品建立顾客忠诚和赢得竞争优势。以产品定制为背景,基于顾客的视角,探讨顾客对不同参与程度的情感和行为反应及其影响因素,通过情境-角色模拟实验设计收集数据,运用逐步回归分析验证有中介的调节效应。研究结果表明,体验乐趣和满足独特性需求是顾客在参与产品定制过程中追求的重要利益;顾客参与程度正向影响消费者的感知乐趣和购买意愿,消费者独特性需求对顾客参与程度与感知乐趣和购买意愿的关系具有正向调节作用;同时,感知乐趣有效地传递顾客参与程度、独特性需求以及两者的交互作用对购买意愿的影响。因此,企业应该针对不同的细分群体采用顾客参与程度不同的定制化策略,并注重在定制过程中与顾客共同创造充满乐趣的独特体验。     

谈论定制营销是未来主要营销手段及趋势

21世纪,个性化消费成为主流,与之相适应,企业要生存发展,必须实行现代大规模定制营销。企业根据产品生产特点和顾客参与程度,可选择不同的定制营销方式。同时,作为现代定制营销,既要适应商品多样化,个性化的定制方式,又要维护大规模生产的经济效益,必须采取有效的营销策略,并正确理解和运用定制营销。     

基于顾客满意度最大化的生产指派问题

文章在企业现有生产能力限制条件下,基于顾客的个性化需求,以最大程度地提高顾客满意度为目标,建立了一个全局优化的模型,并设计了一个衡量顾客满意度的函数。通过分析,得出模型的目标与提高顾客满意的要求一致。基于对一个实例的分析,得出该模型对企业的生产安排全局优化,有一定程度上的借鉴意义。     

MC 模式下基于顾客需求的产品配置优化分析

以大规模定制(MC) 模式为背景,论述了基于单个顾客的定制需求,对“理想产品”进行配 置优化的一个思路. 本文论述MC 模式的基本概念和思想、以及定制产品配置优化的含义及意 义,介绍了一种基于QFD 分析结果. 运用TOPSIS 法,提出了对顾客所需“理想产品”进行优化 配置的思路,并给出一个示例,验证“思路”的合理性.     

MC模式下基于顾客需求的产品配置优化分析

以大规模定制(MC)模式为背景,论述了基于单个顾客的定制需求,对"理想产品"进行配置优化的一个思路.本文论述MC模式的基本概念和思想、以及定制产品配置优化的含义及意义,介绍了一种基于QFD分析结果.运用TOPSIS法,提出了对顾客所需"理想产品"进行优化配置的思路,并给出一个示例,验证"思路"的合理性.     

基于顾客需求分类重组的大规模定制服务族规划

针对当前大规模定制服务研究侧重企业视角的技术实现,忽视客户视角的需求满意之不足,从顾客需求分类重组视角,研究大规模定制服务族规划方法.构建分析型Kano模型,实现对顾客服务需求的客观化分类;设计用于服务族规划的顾客需求分类重组规则,提出大规模定制服务族规划过程,并通过在快递企业的实际应用验证其可行性.该研究对于企业有效实施大规模定制服务策略、提升服务竞争力具有创新意义.     

实施大批量定制的基本思路及其时空集成优化模型

大批量定制生产(MC)要求面向客户的个性化需求,把定制生产和大批量生产这两种看似矛盾的生产方式有机地结合起来.因此,它的本质特征就是以大批量的成本、速度和质量生产满足用户个性化需求的产品.本文首先提出了实施大批量定制的基本思路--减少定制量;然后分别给出了描述这一基本思路的时间和空间范围上优化的数学模型;最后,运用系统思想研究了它的时空集成优化模型.     

When to Mass Customize: The Impact of Environmental Uncertainty*

Previous research on mass customization (MC) has focused on what it is and how it is implemented. In this study we examine when MC is an appropriate strategy for firms to follow by scrutinizing the effects of three environmental uncertainty variables (demand uncertainty, competitive intensity, and supply chain complexity) on the MC–performance relationship. Specifically, we distinguish the direct effect of environmental uncertainty on MC ability and the moderation effect of environmental uncertainty on MC ability's impact on customer satisfaction. We examine six competing hypotheses using data collected from 266 manufacturing plants. Our results show that competitive intensity has a direct positive impact on MC ability. However, demand uncertainty moderates the relationship between MC ability and customer satisfaction, and the direct and positive relationship between MC ability and customer satisfaction holds only when customer demand is highly uncertain. Supply chain complexity neither has a direct relationship with MC, nor moderates the MC–performance relationship. Implications of these research findings are discussed and future research directions are identified.     

面向大规模定制的产品族功能性评价与选择方法

针对大规模定制生产模式下产品多样性和低复杂性的矛盾,系统地研究了一种大规模定制产品族的功能性评价与选择方法。分别以功能域的类功能需求(GFR)和物理域的类设计参数(GDP)对大规模定制产品族进行了描述,并基于公理设计理论建立了GFR和GDP之间的映射关系。提出了产品族功能的定制度的概念和计算方法,建立了基于定制度的定制功能的评价和选择方法。     

Perceived Value of the Mass‐Customized Product and Mass Customization Experience for Individual Consumers

The operations management literature on mass customization mainly focuses on the questions of whether and how manufacturers can efficiently deliver customization. Researchers have analyzed the trade‐offs between customization and dimensions of operational performance such as delivery times, quality, and costs. However, we argue that providing efficient customization is not sufficient per se to assess the value of mass customization. From this perspective, this paper focuses on complementary mechanisms for creating value: the benefits perceived by individual consumers. Two global components of perceived value within the context of mass customization are identified: mass‐customized product, with three dimensions, and mass customization experience, with two dimensions. The Consumer‐Perceived Value Tool (CPVT) is proposed to empirically measure the five perceived benefits related to the mass‐customized product and to the codesign process from the consumer viewpoint. The psychometric properties of the CPVT are assessed using three samples. The implications of this approach are discussed, along with directions for further research.     

产品平台在基于大规模定制范式的生产系统中的作用建模

本文围绕一致的质量、合理的成本、快速、灵活、可靠地大规模交付定制化产品或服务的运营战略,概要讨论了面向大规模定制的三种主要的生产系统(交付定制型、装配定制型、制造定制型)的运营特征,详细分析了产品平台的体系结构,首次提出了基于产品平台实施大规模定制的整合策略,对产品平台在面向大规模定制的生产系统的作用进行了建模。本文的研究工作已经在企业应用实践中得到了验证。     

Linking Work Design to Mass Customization: A Sociotechnical Systems Perspective*

Mass customization has gained increasing importance in recent years due to its ability to provide customized products efficiently and effectively, and manufacturing companies are continuously searching for ways to develop their mass‐customization ability. Despite extensive literature focusing on mass customization, few studies have systematically examined the impact of work‐design practices on a company's mass‐customization ability. Using the Sociotechnical Systems theory as a foundation, we link work‐design practices with mass‐customization ability, specifically identifying ten work‐design practices and examining their impact on mass‐customization ability using survey data and empirical research methods. The results support our hypothesized links and suggest that work‐design practices that manage both the technical and the social dimensions for achieving organization success have significant impact on a company's ability to achieve mass customization.     

Order Management in the Customization‐Responsiveness Squeeze*

Make‐to‐order (MTO) products may be either customized or standard, and customization can occur either at the configuration or component level. Consequently, MTO production processes can be divided into three customization gestalts: non‐customizers, custom assemblers, and custom producers. In this article, we examine how the multilevel nature of customization affects order management in processes that produce complex MTO products. We first empirically validate the existence of the three customization gestalts and subsequently, analyze the order management challenges and solutions in each gestalt in a sample of 163 MTO production processes embedded in seven different supply chains. In the analyses, we follow a mixed‐methods approach, combining a quantitative survey with qualitative interview data. The results show that important contingencies make different order management practices effective in different gestalts. Further qualitative inquiry reveals that some seemingly old‐fashioned practices, such as available‐to‐promise verifications, are effective but commonly neglected in many organizations. The results also challenge some of the conventional wisdom about custom assembly (and indirectly, mass customization). For example, the systematic configuration management methods—conventionally associated with project business environments—appear to be equally important in custom assembly.     

大规模定制产品柔性分析

提出了一种表达大规模定制产品及其设计参数定制难易程度的指标———柔性指数。基于公理化设计理论,建立了定制方程,导出了柔性指数的计算方法。提出了一种通过计算直接影响设计参数数量和间接影响设计参数数量来比较柔性指数的简便方法。     

The Impact of Organizational Structure on Mass Customization Capability: A Contingency View

This study investigates the role of organizational structure in facilitating the development of mass customization (MC) capability in various manufacturing settings. Specifically, three dimensions of organizational structure are considered—flatness, centralization, and employee multifunctionality. We model organizational structure as a second‐order factor whose value is captured on a mechanistic‐organic continuum, where the organic form is characterized by a flat, decentralized structure with a wide use of multifunctional employees. We propose that a positive relationship exists between the organic organizational structure and MC capability. Additionally, building upon contingency theory, we argue that this positive relationship is moderated by mass customizer type—full mass customizers, which customize products at the design or fabrication stage of the production cycle, versus partial customizers, which customize products only at the assembly or delivery stages. Based on a study of 167 manufacturing plants from three industries and eight countries, we find that, for the overall sample, organic structure plays a significant role in enabling firms to pursue MC capability. However, an analysis of full versus partial mass customizers shows that the positive impact of organic structure on MC capability is statistically significant only for full mass customizers, not for partial mass customizers.     

Product sequencing in multiple-piece-flow assembly lines

Modern markets demand mass customization, that is, the manufacture of customized products at low cost. Mass customization represents a major challenge for the organization of assembly lines, which were originally designed for the manufacture of homogeneous products. The multiple-piece-flow assembly line is an organizational innovation that can address this challenge. Here, several customized workpieces, each associated with a separate customer order and, hence, a separate due date, are handled simultaneously in one cycle. Consequently, the idle times decrease as do the manufacturing costs. Multiple-piece-flow assembly lines are used, for instance, in manufacturing industrial equipment.To the best of our knowledge, this paper is the first to investigate product sequencing in multiple-piece-flow assembly lines. We formalize the underlying planning problem, establish a mixed-integer model, examine its relation to several classic optimization problems, and describe useful problem properties. We leverage these properties to design an effective iterative variable neighborhood heuristic (IVNH). A detailed simulation based on real-world data and the rolling-horizon planning framework confirms that the IVNH is well suited for practical use. Furthermore, extensive computational experiments on well-structured randomly generated data sets show that the IVNH identifies optimal or near-optimal solutions within short run times. It outperformed an off-the-shelf optimization software, and in certain practice settings, the IVNH was even able to substantially reduce average order delays.