The Value and Realization Paths of Customer Participation in Mass Customization
DOI:
https://doi.org/10.62051/ijgem.v10n7.11Keywords:
Mass customization, Customer participation, Modular production, Flexible production, Value co-creationAbstract
This paper examines the value and realization paths of customer participation in mass customization. From the perspective of production and operations management, it analyzes how customer participation balances individualized product demand and scale requirements through modular design, digital tools, and flexible production systems. The study shows that customer participation should be understood as 'value co-creation under constraints.' Customers participate in part of the production process within a standardized modular framework predefined by the firm. This participation helps firms reduce the cost of demand mismatch, activate momentum for product iteration, and build differentiated competitive advantages. Its realization depends on the coordination of modular production, digital technology, and differentiated supply chains. It also faces challenges such as conflict between customers' willingness and ability to participate and insufficient efficiency in enterprise value conversion. The paper ultimately emphasizes the need to optimize production system design and supply chain coordination in order to improve the efficiency of value conversion.
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