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首页> 外文期刊>Production and operations management >Mass Customization and Guardrails: 'You Can Not Be All Things to All People'
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Mass Customization and Guardrails: 'You Can Not Be All Things to All People'

机译：大规模定制和护栏：“所有人都不可能一事无成”

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A mass customization strategy enables a firm to match its product designs to unique consumer tastes. In a classic horizontal product-differentiation framework, a consumer's utility is a decreasing function of the distance between their ideal taste and the taste defined by the most closely aligned product the firm offers. A consumer thus considers the taste mismatch associated with their purchased product, but otherwise the positioning of the firm's product portfolio (or, brand image) is immaterial. In contrast, self-congruency theory suggests that consumers assess how well both the purchased product and its overall brand image match with their ideal taste. Therefore, we incorporate within the consumer utility function both product-specific and brand-level components. Mass customization has the potential to improve taste alignment with regard to a specific purchased product, but at the risk of increasing brand dilution. Absent brand dilution concerns, a firm will optimally serve all consumers' ideal tastes at a single price. In contrast, by endogenizing dilution costs within the consumer utility model, we prove that a mass-customizing firm optimally uses differential pricing. Moreover, we show that the firm offers reduced prices to consumers with extreme tastes (to stimulate consumer travel), with a higher and fixed price being offered to those consumers having more central (mainstream) tastes. Given that a continuous spectrum of prices will likely not be practical in application, we also consider the more pragmatic approach of augmenting the uniformly priced mass customization range with preset (non-customized) outlying designs, which serve customers at the taste extremes. We prove this practical approach performs close to optimal.
机译：大规模定制策略使公司能够将其产品设计与独特的消费者口味相匹配。在经典的水平产品差异化框架中，消费者的效用是其理想口味与公司所提供的最紧密对齐的产品所定义的口味之间的距离的递减函数。消费者因此认为与其购买的产品相关的口味不匹配，但是除此之外，公司产品组合（或品牌形象）的定位并不重要。相反，自一致性理论建议消费者评估所购买产品及其整体品牌形象与理想口味的匹配程度。因此，我们在消费者实用程序功能中合并了特定于产品和品牌级别的组件。大规模定制有可能改善特定购买产品的口味一致性，但存在增加品牌稀释度的风险。不用担心品牌稀释问题，公司将以单一价格最佳地满足所有消费者的理想口味。相反，通过在消费者实用新型中内化稀释成本，我们证明了大规模定制公司最佳地使用了差异定价。此外，我们表明，该公司为具有极端品味的消费者提供降低的价格（以刺激消费者旅行），并为具有更多中央（主流）品味的消费者提供更高的固定价格。考虑到连续的价格范围在应用中可能不切实际，我们还考虑了更为实用的方法，即使用预设的（非定制的）外围设计来扩大统一定价的大规模定制范围，从而为极端口味的客户提供服务。我们证明了这种实用的方法几乎可以达到最佳效果。

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