Mass Customization, Supply Chain Based On System Dynamics Simulation Study

Mass Customization (MC) Supply Chain has been an effective way for enterprises to improve their competency in the global market. MC, which integrates the advantages of customization mode and MP and provides customized products without sacrificing economic benefits, can improve customer satisfaction and enhance competitiveness.Mass Customization supply chain is such a complex system, which is highly dynamic and highly changeable. The demand of customer and the supply cycle of material are always changeable; performance of any link in a supply chain will be dependent on other links. In the face of so many complex issues, people have begun to resort to simulation techniques. To the characteristics and the current status quo of mass customization supply chain, this paper build a supply chain model for mass customization, and emulate it in software of system dynamics. In the paper, we first introduce the theories of mass customization supply chain and system dynamics; Followed by building the caused map based on the modeling thought of mass customization supply chain, and analyze the feedback relationship in the model, construct a physics diagram and a cost construction flow diagram; Then emulate the model and verify the effective of it; Finally, base on the finished model, analysis the sensitivity of the important variables in the model, and the bullwhip effect of mass customization supply chain, so as to arrive at conclusions of the simulation and suggestion for optimization of the system.The innovation of this paper lies in supplying the system dynamics to study mass customization supply chain and construct a completely model, analysis the sensitivity of the important parameters, propose forward some suggestion on parameters setting and some questions need to pay attention to for the policy makers. The purpose of this thesis is to provide illuminations on the appliance of SD in the simulation of the mass customization supply chain, reveal the operation mechanism of the model of mass customization, and raise some reference for decision-makers in the implementation of mass customization model.