| Summary: | 碩士 === 明新科技大學 === 企業管理研究所在職專班 === 100 === Due to the drastic changes of marketing environment, the marketing strategies in an enterprise cannot just be limited in the development of functions of products. The product values that consumers need are multi-dimensional. The consumption characteristics amongst consumers are also quite different. Under such circumstances, many new concepts of marketing come out. Mass customization is one of the emerging approaches that deliver the value to consumers. The purpose of the thesis is to understand more about the mass customization and then study the most optimal business level strategies in the flash drive industry.
Through extensive literature review, this paper studies the details of customization. Then, through the case study of a well-known flash drive manufacturer, i.e. A Company, the relationship between the business level mass-customization strategy and the financial performance is investigated. The financial performances of three mass-customization strategies are compared. The finding of this paper is that the low cost strategy is the most suitable strategy for the flash drive mass-customization strategy for A Company.
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