【作者】 魏泽娥；

【导师】 陈阳；

【作者基本信息】 长沙理工大学 ， 企业管理， 2007， 硕士

【摘要】 市场竞争的激烈化和客户需求的个性化,使得大规模定制作为一种新的生产范式,正在制造业和服务业中全面取代大规模生产的地位。大规模定制生产追求的是产品快速响应和多样化。然而企业在保证产品定制化程度和速度以赢得客户的同时,必须保证合理的产品价格使自己在残酷的竞争中得以生存。产品定价一直是管理经济学研究的核心内容之一,价格是企业应对竞争环境变化最迅速的武器,是扩大市场占有率和追求长期利润增长的重要因素。因此企业需要选择适合的产品定价方法对大规模定制产品进行定价。本文立足于产品的成本加成定价方法,从供应链的角度出发,探讨大规模定制产品的定价问题。本文共分为六个部分,第一部分主要阐述研究意义和国内外研究现状;第二部分主要介绍了大规模定制的基本概念、特征、分类,以及大规模定制条件下产品的成本加成定价方法;第三部分根据大规模定制的特点,从供应链的角度出发,研究在供应、设计、制造、营销这四个方面影响大规模定制产品定价的因素;第四部分主要是在研究供应、设计、制造、营销这四个方面影响因素的基础上,通过数据包络分析(DEA)方法对这四阶段的成本进行估算,并用层次分析法(AHP)方法确定各阶段成本的权重,从而计算大规模产品的总成本;第五部分通过实证分析,论证大规模定制产品采用成本加成定价方法的可行性以及DEA方法分摊成本的可操作性;第六部分是本文的结论与展望。本文的研究重点是从供应链的角度探讨供应、设计、制造、营销四个阶段的影响大规模定制产品定价的因素,以及在因素分析的基础上用数据包络分析方法进行成本估算。更多还原

【Abstract】 As a new production mode, mass customization is substituting for the position of mass production in manufacturing and service industry because of the intense market competition and individual customer demand. The purpose of mass customization production is quick response and diversification.While guaranteeing the level and speed of customization, enterprises have to making appropriate price of own products to survive in the situation full of competition. Product pricing is always one of the core scopes of the management economics. Price is the best weapon by which the enterprises can reply the changing competition environment quickly and enlarge market rate and pursue the lasting profit increasing. This paper discusses the pricing problem of the mass production products from the supply chain point of view bases on the cost-plus pricing method.The dissertation is divided into six chapters. The first chapter mainly expounds the significance of this paper and domestic and international researches presently. The second chapter mainly introduces the concept, characteristic and classification of mass customization, and puts forward the cost-plus pricing method of the mass customization products. The third chapter mainly studies the factors which affect the price of the mass customization products. These factors are summarized from the stages of supply, design, product and marketing from the supply chain point of view according to the characteristics of mass customization. The fourth chapter mainly makes use of the data envelopment analysis (DEA) to estimate the costs of four stages bases on the study on the influencing factors, and makes out the AHP to determine index weights, then calculates the total cost of the mass customization products. The fifth chapter mainly testifies the feasibility of cost-plus pricing method and the practicability of the DEA model. The sixth chapter is the conclusion and outlook of this paper.The key point of this paper is the study on the factors of the stages of supply, design, product and marketing, which affect the price of the mass customization products from the supply chain point of view and makes use of the data envelopment analysis (DEA) to estimate the costs of four stages bases on the study on the influencing factors.更多还原