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題名 企業運用IT技術促成大量客製化關鍵因素之研究 -以樂高玩具集團為例
The Critical Factors of Applying IT to Facilitate in Mass Customization-A Case Study of LEGO Group
作者 許惠淳
Hsu, Huei Chun
貢獻者 余千智
許惠淳
Hsu, Huei Chun
關鍵詞 大量客製化
IT技術
模組化設計
延遲策略
關鍵因素
Mass customization
IT Technology
Modular design
Postponement strategy
Critical factors
日期 2006
上傳時間 1-Oct-2013 11:33:07 (UTC+8)
摘要 企業面對科技競爭的世代，必須透過不斷的創新和改善。應用IT科技強化競爭優勢，為了在競爭激烈的市場中脫穎而出，以求永續發展。近年來客製化商品需求逐漸增加，傳統的大量生產明顯無法滿足個別的需要。能同時達成差異化與低成本優勢的大量客製化模式，以接近大量生產的價格，製造符合顧客個別需求受到企業的採用。成功導入大量客製化，需要具備模組化設計和模組化標準製程、運用延遲策略的裝配流程，以及建立敏捷的供應網，彼此相互配合。模組化設計可縮短新產品研發過程、延遲策略能降低製造風險與成本。再加上科技的不斷演進，利用IT創造產品客製化的能力、運用IT滿足產品客製化的需求、仰賴IT建立彈性製造系統的基礎，可見IT在大量客製化過程中扮演重要的關鍵應用。

本研究透過蒐集國內外相關文獻，導入大量客製化的策略、實施方法、模組化設計、延遲流程、IT應用，風險與限制。再輔以國內外玩具產業的總體與企業本體現況到大量客製化的實施方法，提出分析概念架構，作為關鍵因素分析的來源。再以樂高集團推行大量客製化的作法與成果，驗證此分析架構的可行性。

最後整理歸納出IT促成大量客製化七個關鍵要素：達成差異化和低成本的競爭優勢以順利促成大量客製化成功執行；應用IT技術創造產品客製化能力以滿足個別的需求；運用自助型服務以降低經營成本和提昇客製化服務效率；數位設計軟體與使用者介面的模組化設計可減少客製化決策過程；外包CRM系統減少軟體開發時間和成本能實現快速部署和執行；整合內外部的資訊流以提昇銷售、顧客及供應鏈管理；協助獲取顧客資訊累積顧客知識以滿足顧客需求和建立關係。並提出研究相關的結論和建議，做為國內玩具產業或是其他產業實施大量客製化之參考。
Enterprises face technological competition generations, must through constant innovation and improvement, using IT technology to strengthen their competitive advantages, in order to stand out in a competitive market to achieve sustainable development of enterprises. In recent years, demand for customized products increasing, the traditional mass production obviously unable to meet individual needs. Have both differentiation and low cost two competitive mass customization business model adopted by enterprises, providing customers can use close to mass production price to buy meet the individual needs of customized products. Successfully implement mass customization requires modular design and modular-standard production process to shorten the process of research and development for new product, postponement strategy and postponement manufacture and assemble processes to reduce the risks and costs in the process of manufacture, agile supply chain networking to provide a rapid and flexible response. Coupled with the continually development of technology, using IT to create customized capability of products, to meet individual needs and to establish flexible manufacturing systems foundation. IT is truly plays an important of critical factors in the mass customization implementation.

This study collected relevant literatures includes the strategy and implementation of mass customization, modular design, the strategy and process postponement, IT applications, risks and limitations. Supplemented by domestic toy industry and enterprise of this reflects the overall situation, mass customization strategy, modular design, the delay processes, IT applications, risks and limitations to mass customization implementation methodology proposed conceptual framework of analysis for finding the key and critical Factors. The purpose of this study is to create an analytical framework for leading mass customization in the toy industry. With the actual practices and outcomes of LEGO FACTORY to validate the feasibility of this analytical framework and the Steps can be proved by cast study and as a reference for domestic toy industry or another industry.

The result of this research are summarized the Critical Factors of Applying IT for Facilitating in Mass Customization (1) Facilitating to the successful implementation of mass customization to reach differentiated, low-cost competitive advantage. (2) Application of IT technology to create the product customization capabilities to meet the needs of individual (3) Self-Service to reduce operating costs, improve the efficiency of mass customization services. (4) Using modular design in the software development and the user interface to reducing customized decision-making process. (5) Outsource CRM systems to reduce time and costs for the software development, enabling rapid deployment and execution. (6) Integrated internal and external information flow to enhance sales management, customer management and supply chain management. (7) Obtaining customer information, customer knowledge, to meet customer needs and build customer relationships.
參考文獻 中文文獻

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13. 林宏達（2003）：e出「舉世無雙」新商機。e天下。卷期31。頁160-163。
14. 王在欣（2004）：需求不確定下供應鏈延遲策略最適化之研究。國立成功大學交通管理研究所碩士論文。
15. 林室宏（2004）：以時間基礎的製造與大量客製化的做法對顧客價值的影響－以中小企業為例。大同大學事業經營研究所碩士論文。
16. 鄭佳鳳（2005）：企業策略創新與持續性競爭優勢之研究：以Dell公司為例。東吳大學商學院企業管理學系碩士班碩士論文。
17. 克里斯．安德森（2006）：長尾理論--打破80/20法則的新經濟學。台北：天下文化。
18. 陳秀琳（2006）：銀行業資訊科技與資訊策略之關係研究-個案銀行探討。國立台灣大學國際企業學研究所碩士論文。
19. 蘇明秋（2006）：傳統產業實施大量客製化之研究。國立台灣科技大學工業管理系碩士論文。



英文文獻

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網站資料

1. 李文儀（2003）：樂高--丹麥用積木創造的奇蹟。藝文版，中國時報。2007年7月24日，擷取自http:www2.inmjh.kh.edu.tw/th187/n92023.htm
2. 鍾曉君（2006）：樂高的轉好LEGO’s Turnaround。經濟學人，中央大學產業經濟研究所。2007年7月24日，擷取自http://rcted.ncu.edu.tw/ecomov_i_view.php?serial=2690
3. 樂高官方網站。http://www.lego.com
4. NPD Group。http://www.npd.com‎
5. 玩具產業資料庫。http://www.taiwantoy.org.tw
6. 玩具產業資料庫。http://www.toys-mall.com.tw
7. 國際商情網。http://www.trademag.org.tw
8. TOYBASE TODAY全球資訊網。www.toybase.com.tw
9. International Council of Toy Industries, ICTI at http://www.toy-icti.org
10. www.hasbro.com.tw
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12. en.wikipedia.org/wiki/Bandai
13. en.wikipedia.org/wiki/MGA_Entertainment
14. zh.wikipedia.org/wiki/Takara_Tomy
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描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
90932617
95
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0090932617
資料類型 thesis
dc.contributor.advisor 余千智zh_TW
dc.contributor.author (Authors) 許惠淳zh_TW
dc.contributor.author (Authors) Hsu, Huei Chunen_US
dc.creator (作者) 許惠淳zh_TW
dc.creator (作者) Hsu, Huei Chunen_US
dc.date (日期) 2006en_US
dc.date.accessioned 1-Oct-2013 11:33:07 (UTC+8)-
dc.date.available 1-Oct-2013 11:33:07 (UTC+8)-
dc.date.issued (上傳時間) 1-Oct-2013 11:33:07 (UTC+8)-
dc.identifier (Other Identifiers) G0090932617en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/61132-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 經營管理碩士學程(EMBA)zh_TW
dc.description (描述) 90932617zh_TW
dc.description (描述) 95zh_TW
dc.description.abstract (摘要) 企業面對科技競爭的世代，必須透過不斷的創新和改善。應用IT科技強化競爭優勢，為了在競爭激烈的市場中脫穎而出，以求永續發展。近年來客製化商品需求逐漸增加，傳統的大量生產明顯無法滿足個別的需要。能同時達成差異化與低成本優勢的大量客製化模式，以接近大量生產的價格，製造符合顧客個別需求受到企業的採用。成功導入大量客製化，需要具備模組化設計和模組化標準製程、運用延遲策略的裝配流程，以及建立敏捷的供應網，彼此相互配合。模組化設計可縮短新產品研發過程、延遲策略能降低製造風險與成本。再加上科技的不斷演進，利用IT創造產品客製化的能力、運用IT滿足產品客製化的需求、仰賴IT建立彈性製造系統的基礎，可見IT在大量客製化過程中扮演重要的關鍵應用。

本研究透過蒐集國內外相關文獻，導入大量客製化的策略、實施方法、模組化設計、延遲流程、IT應用，風險與限制。再輔以國內外玩具產業的總體與企業本體現況到大量客製化的實施方法，提出分析概念架構，作為關鍵因素分析的來源。再以樂高集團推行大量客製化的作法與成果，驗證此分析架構的可行性。

最後整理歸納出IT促成大量客製化七個關鍵要素：達成差異化和低成本的競爭優勢以順利促成大量客製化成功執行；應用IT技術創造產品客製化能力以滿足個別的需求；運用自助型服務以降低經營成本和提昇客製化服務效率；數位設計軟體與使用者介面的模組化設計可減少客製化決策過程；外包CRM系統減少軟體開發時間和成本能實現快速部署和執行；整合內外部的資訊流以提昇銷售、顧客及供應鏈管理；協助獲取顧客資訊累積顧客知識以滿足顧客需求和建立關係。並提出研究相關的結論和建議，做為國內玩具產業或是其他產業實施大量客製化之參考。		zh_TW
dc.description.abstract (摘要) Enterprises face technological competition generations, must through constant innovation and improvement, using IT technology to strengthen their competitive advantages, in order to stand out in a competitive market to achieve sustainable development of enterprises. In recent years, demand for customized products increasing, the traditional mass production obviously unable to meet individual needs. Have both differentiation and low cost two competitive mass customization business model adopted by enterprises, providing customers can use close to mass production price to buy meet the individual needs of customized products. Successfully implement mass customization requires modular design and modular-standard production process to shorten the process of research and development for new product, postponement strategy and postponement manufacture and assemble processes to reduce the risks and costs in the process of manufacture, agile supply chain networking to provide a rapid and flexible response. Coupled with the continually development of technology, using IT to create customized capability of products, to meet individual needs and to establish flexible manufacturing systems foundation. IT is truly plays an important of critical factors in the mass customization implementation.

This study collected relevant literatures includes the strategy and implementation of mass customization, modular design, the strategy and process postponement, IT applications, risks and limitations. Supplemented by domestic toy industry and enterprise of this reflects the overall situation, mass customization strategy, modular design, the delay processes, IT applications, risks and limitations to mass customization implementation methodology proposed conceptual framework of analysis for finding the key and critical Factors. The purpose of this study is to create an analytical framework for leading mass customization in the toy industry. With the actual practices and outcomes of LEGO FACTORY to validate the feasibility of this analytical framework and the Steps can be proved by cast study and as a reference for domestic toy industry or another industry.

The result of this research are summarized the Critical Factors of Applying IT for Facilitating in Mass Customization (1) Facilitating to the successful implementation of mass customization to reach differentiated, low-cost competitive advantage. (2) Application of IT technology to create the product customization capabilities to meet the needs of individual (3) Self-Service to reduce operating costs, improve the efficiency of mass customization services. (4) Using modular design in the software development and the user interface to reducing customized decision-making process. (5) Outsource CRM systems to reduce time and costs for the software development, enabling rapid deployment and execution. (6) Integrated internal and external information flow to enhance sales management, customer management and supply chain management. (7) Obtaining customer information, customer knowledge, to meet customer needs and build customer relationships.		en_US
dc.description.tableofcontents 目　錄
摘　要 1
ABSTRACT 2
謝　辭 4
目　錄 5
表目錄 7
第一章　緒論 9
第一節　研究背景 9
第二節　研究動機 10
第三節　研究目的 11
第四節　研究方法與步驟 11
第二章　文獻探討 13
第一節　大量客製化 13
（一）大量客製化的定義 13
（二）大量客製化的生產型態與特徵 15
（三）大量客製化的分類 19
（四）大量客製化的策略與方法 22
（五）大量客製化的限制與風險 28
第二節　模組化設計 34
（一）模組化定義 34
（二）模組化類型 35
（三）模組化設計的策略與效益 38
第三節　延遲策略 40
（一）延遲策略的定義 40
（二）延遲策略的分類 40
第四節　IT應用 48
（一）IT之策略應用 48
（二）IT之價值鏈應用 49
（二）IT之顧客關係應用 50
（三）IT之大量客製化應用 52
第五節 關鍵因素之探討 57
（一）概念的起源與定義 57
（二）關鍵成功因素之特性 59
（三）關鍵因素之萃取 61
第三章　研究架構與方法 64
第一節　研究架構 64
第二節　研究方法 65
第三節　研究範圍與限制 65
第四章　個案研究和分析 66
第一節　產業總體和企業本體分析 66
（一）產業現況 66
（二）個案公司現況 71
（三）產業總體及企業本體面分析重點歸納 76
第二節　大量客製化實務分析 77
（一）大量客製化策略分析 77
（二）大量客製化策略的分析重點歸納 78
第三節　大量客製化方法分析 79
（一）大量客製化具體作法 79
（三）大量客製化執行階段的重點歸納 87
第四節　大量客製化的IT技術應用分析 89
（一）大量客製化的IT應用 89
（三）大量客製化的IT技術應用方法的重點歸納 92
第五章　IT技術促成大量客製化關鍵因素 93
第一節　運用IT技術促成大量客製化關鍵因素概念架構 93
第二節　IT技術促成大量客製化的應用成效分析 95
（一）IT之策略應用 95
（二）IT之價值鏈應用 95
（三）IT之顧客關係應用 96
（四）IT之大量客製化應用 96
（五）LEGO FACTORY.com大量客製化具體成果 97
第六章　結論與建議 98
第一節　結論 98
第二節　商業意涵與研究貢獻 100
第三節　建議 101
參考文獻 103		zh_TW
dc.format.extent 3223104 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0090932617en_US
dc.subject (關鍵詞) 大量客製化zh_TW
dc.subject (關鍵詞) IT技術zh_TW
dc.subject (關鍵詞) 模組化設計zh_TW
dc.subject (關鍵詞) 延遲策略zh_TW
dc.subject (關鍵詞) 關鍵因素zh_TW
dc.subject (關鍵詞) Mass customizationen_US
dc.subject (關鍵詞) IT Technologyen_US
dc.subject (關鍵詞) Modular designen_US
dc.subject (關鍵詞) Postponement strategyen_US
dc.subject (關鍵詞) Critical factorsen_US
dc.title (題名) 企業運用IT技術促成大量客製化關鍵因素之研究 -以樂高玩具集團為例zh_TW
dc.title (題名) The Critical Factors of Applying IT to Facilitate in Mass Customization-A Case Study of LEGO Groupen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文文獻

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網站資料

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