作者：丁明磊 王云峰 刘秉镰

摘要:大规模定制引发企业管理变革,带来了管理思维与管理方法的创新。从大规模定制环境下的营销管理、运营管理、研发管理三方面出发,同时对大规模定制的实施关键环节和重点进行了分析,指出大规模定制实施过程实际上也是一个信息资源不断开发、信息技术不断渗透、信息系统不断完善的信息化建设过程。
关键词:大规模定制;管理变革;定制营销;协作运营
abstract:the paper explored the management innovations of firm aroused by the transition to mass customization, which was considered as the promising business strategy in the near future. then it analyzed three aspects of management innovation for mass customization: marketing innovation; operation management and r&d management innovation. it disclosed the key points and processes of implementing mass customized, and pointed out that the implementing process combined with information resources, information technology and information system.
key words:mass customization; management innovation; customerization marketing; collaborated operation

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