关键词: 网络化销售, 个性化定制, 体系结构, 运行模式

Abstract: By analyzing the challenges from E-commerce and Customization to our country''s manufacturing, a new operation mode of networked marketing and customization, was presented ,which integrates CIMS,networked manufacturing and E-commerce for ceramics enterprises. The corresponding infrastructure of the system development were researched. In case study, a ceramic product''s networked marketing and customization system and its operation flow were given,and a corresponding marketing mode was discussed .

Key words: networked marketing, individual customization, infrastructure, operation mode