Customers Demands Indentify And Analysis Of Pricing Strategies Under Mass Customization

Mass Customization is a new mode of production under the urgent need for businesses in the new market environment. Its core lies in the diversity of species and a sharp increase in customization, but not a corresponding increase in the cost; Mass Customization meet the customers'needs and its biggest advantage is to provide a strategic advantage and economic value. Revenue Management, as a service to raise the income of an enterprise management technology, through the methods of market segmentation, forecasting market demand, making the appropriate price level and the distribution of various grades under the stock price of a product or service capabilities, to provide the various market segments the best prices and the best quantity of products, in order to achieve the maximum revenue. In this paper, the research is to combine the Mass Customization and Revenue Management together, so as to make the best prices to maximize income for the mass customization company.In this paper, based on consumer choice theory, I first made a market survey analysis. Then through the use of SPSS14.0 and LISERL8.70 analysis software, I made the adoption of reliability analysis, factor analysis and linear structural analysis to find out three key factors impacting the customers'selection of products of mass customization. The three key factors are the price, the degree of personalization and delivery time. And then through the study of the relationship between them, I established the customer demand for recognition model.Then, in accordance with flexibility of the complexity of pricing the products of mass customization, I bring up the idea that prices must reflect the value of products, pricing must adapt to market demand, pricing should have a certain degree of flexibility, prices should remain relatively stable. And then I find out four main factors that impact pricing: cost, demand, market competition and supplier factors. According to the revenue management, the company of mass customization should accurately identify needs and demand forecasts, and then proceed to differential pricing to maximize revenue. Finally, I established a pricing model in a certain capacity and a certain demand.Revenue Management using in the mass customization, will not only satisfy the customers'personal needs, provide customers with the best service, but aslo help the enterprises of mass customization make the reasonable prices to maximize their profits. The methodology will be of great help to enterprises of mass customization.