Research, Marketing, Customer Value Based On Mass Customization

This dissertation focuses on the custom value of mass customization based on the deepresearch of factors of customer value between mass customization marketing andtraditional marketing, proposes some measures to improve customer value in this situation.It helps mass customization corporation to meet customs' needs and adopt appropriatemarketing strategy better.Firstly, the literatures related to mass customization marketing and customer value aresummarized.Secondly, the dissertation expatiates the characteristic of mass customization marketing,compares it with traditional marketing, and proposes its advantages are in individuation,cost, speed, benefit, market and innovation.Thirdly, the author designs and makes the survey of . Using factor analysisof SPSS, picking up common factors of custom value impersonality and scientifically, andcomparing the similarities and differences of customer value between mass customizationmarketing and traditional marketing. The author establishes the factor model of customervalue in mass customization marketing based on the statistic reports.Finally, the dissertation proposes some measures to improve the customer value anddecrease the customer cost for mass customization corporations, including: convenience ofcustomization process, individuation of customization,safety of customization environment,minimum of customization cost, systematism of customization service, modellation ofbrand management and individuation of custom relationship management.