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As a new marketing channel, Internet has many advantages. In contrast with the Internet channel, the traditional channel (physical channel) is necessary to exist. By combing the characteristics of mass customization products with advantages of both marketing channel, i.e. Internet channel and physical channel, a mode of dual-channel distribution is presented, and then expatiated relatively.
With the various and individual customer needs in the age of mass customization, the concept of MC marketing strategy is proposed based on the traditional marketing mode and the character of mass customization, which is focusing on customer and is driven by customer needs. The 4 PCs of marketing in MC is put forward, i.e. product deployment to customer needs, convenient channel, pricing based on the...
As an effective method to associate customer need with customized product, customer-driven product configuration is essential to achieve mass customization. Based on analyzing the character and drawbacks of various product configuration methods, a configuration approach based on case-based reasoning (CBR) and constraint satisfaction problem (CSP) is proposed to configure product. First, the product...
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