Study, Based On Mass Customization, Customer Integration And Customer Relationship Management

While the arguments and researches associated the implementation of mass customization with the manufacturing technologies, from the aspect of customer this paper analyses the economic principles and the essentials of customer integration in mass customization and the means of integration process are also analyzed. Then focusing on value research, the context and theory of customer relationship management are extended in more detail, furthermore, connecting with the demands of mass customization the customer value and relationship value as the two of most important aspects within the value research of customer relationship management are analyzed. Finally, the customer relationship management strategies according to mass customization are primarily discussed, the objective is to retaining the valuable customers, developing the customer relationship and creating the lasting competitive advantages, when companies provide goods and services which exactly meet the needs of every individual customer with regard to certain product characteristics.