【管理辞典】大规模定制 mass customization

「释义」

大规模定制是一种旨在快速响应客户需求，同时兼顾大规模生产效益的运作战略。将顾客个性化定制生产的柔性与大规模生产的低成本、高效率相结合，寻找两者的有效平衡点。

「应用场景」

海尔公司内部有4000多个独立运营的小微，如何同步处理技术和设备方面的重大投资？如何打造诸如自动化生产等跨业务的能力？

How does a company with more than 4,000 independent operating units synchronize major investments in technology and facilities? How does it build cross-business capabilities such as manufacturing automation?

初创公司中的协调合作是自发的。一出现问题，人们自然地聚集起来设法解决。随着公司发展，内部团体各自成型，协调合作就越来越困难。一般解决方案会牵涉更多的层级、授权和公司层面的职能。

In a start-up, coordination happens spontaneously. When there’s a problem people simply huddle and hash things out. As a company grows and operating units become more siloed, coordination becomes increasingly difficult. The typical solution involves more layers, mandates, and corporate-level functions.

海尔用了不一样的方法，小微依托于平台。一些平台把同类产品（如洗衣机、视听）小微汇聚在一起，其他平台则专注发展新能力，如数字化营销、大规模定制等。一个行业平台通常包含50多个小微。

Haier has a different approach: organizing all MEs into platforms. Some platforms bring together MEs operating in a similar category, like washing or audiovisual products, while others focus on building new capabilities, such as digital marketing and mass customization. A typical industry platform encompasses more than 50 MEs.

以上文字选自《哈佛商业评论》中文版2019年1月刊《终结科层制》

加里·哈梅尔（GaryHamel）米歇尔·扎尼尼（Michele Zanini）丨文

马冰仑 丨编辑