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一.引言自1970年阿尔·托夫勒(Alvin Toffler)在《未来的冲击》一书中首次提出“大规模定制(MC)”以来,作为一种基于大规模生产(MP)和个性化市场需求基础上的新型营销模式、生产体系日益受到重视。同时MC在不同的行业、企业得以实践,如:李维斯公司(牛仔裤)、安德森公司(窗户)、罗斯公司(气动阀)、丰田公司(汽车)、摩托罗拉公司(寻呼机)……到目前,虽然MC还没有形成对传统工业大规模生产模式的取代局面,但其在理论、实践上显露出的巨大竞争战略优势,使得其作为“后MP创新时代”的新型体系之趋势已初露端倪。
I. INTRODUCTION Since Alvin Toffler first proposed “Mass Customization (MC)” in 1970 in the book The Impact of the Future, as a result of mass production (MP) and personality The market demand based on the new marketing model, the production system is increasingly valued. At the same time MC in different industries, companies can practice, such as: Levi’s (jeans), Anderson (windows), Ross (pneumatic valve), Toyota Motor Corporation, Motorola (pager) ... ... At present, although the MC The substitution of large-scale mode of production for traditional industries has not yet taken shape. However, its tremendous competitive advantage revealed in theory and practice has led to its emergence as a new system of post-MP innovation era.