A Study On Pricing Method Of Mass Customization Products

As a new production mode, mass customization is substituting for the position of mass production in manufacturing and service industry because of the intense market competition and individual customer demand. The purpose of mass customization production is quick response and diversification.While guaranteeing the level and speed of customization, enterprises have to making appropriate price of own products to survive in the situation full of competition. Product pricing is always one of the core scopes of the management economics. Price is the best weapon by which the enterprises can reply the changing competition environment quickly and enlarge market rate and pursue the lasting profit increasing. This paper discusses the pricing problem of the mass production products from the supply chain point of view bases on the cost-plus pricing method.The dissertation is divided into six chapters. The first chapter mainly expounds the significance of this paper and domestic and international researches presently. The second chapter mainly introduces the concept, characteristic and classification of mass customization, and puts forward the cost-plus pricing method of the mass customization products. The third chapter mainly studies the factors which affect the price of the mass customization products. These factors are summarized from the stages of supply, design, product and marketing from the supply chain point of view according to the characteristics of mass customization. The fourth chapter mainly makes use of the data envelopment analysis (DEA) to estimate the costs of four stages bases on the study on the influencing factors, and makes out the AHP to determine index weights, then calculates the total cost of the mass customization products. The fifth chapter mainly testifies the feasibility of cost-plus pricing method and the practicability of the DEA model. The sixth chapter is the conclusion and outlook of this paper.The key point of this paper is the study on the factors of the stages of supply, design, product and marketing, which affect the price of the mass customization products from the supply chain point of view and makes use of the data envelopment analysis (DEA) to estimate the costs of four stages bases on the study on the influencing factors.