Abstract: Based on the review on evolution of the production mode,a three-dimensional structure including customer,production and service dimensions was proposed to describe the production mode,and the basic connotation of each dimension was stated in a clear way.In view of the analysis of personalized requirements and personalized products,it was found that there existed asynchronous inconsistency between these two,and then the non-routine natural requirement overrun law was extracted.Furthermore,by introducing the concept of targeted service,the consistency between the two was promoted,and a new production mode,massive personalized customization was formed.Under the three-dimensional structure description of the production mode,the craft production and mass production had been degraded to a one-dimensional structure,while mass customization and mass personalization belonged to a two-dimensional structure.Two core components for implementing massive personalized customization including data-driven design for mass personalization and resilient manufacturing systems for massive personalized customization were proposed,and especially several key technologies contained by them were discussed.Targeted service was illustrated at both conceptual and technological levels,and five major production modes from craft production to massive personalized customization were analyzed from the perspective of value co-creation.The results showed that the massive personalized customization could effectively realize individual requirement through targeted service and had sufficient value co-creation capability.Examining the Haier Group′s “RenDanHeYi” mode,the analysis showed that such a mode was mass customization mode through targeted service to make it conduct the conversion of the interval value of the service dimension from small to large.Relying on targeted service,massive personalized customization could achieve overall optimization of the three dimensions of production mode,which was new development of mass personalization.

Key words: production mode, mass customization, mass personalization, massive personalized customization, targeted service, value co-creation, “RenDanHeYi”mode

摘要： 在回顾生产模式演变历程的基础上,提出包括客户维、生产维和服务维的三维结构用来描述生产模式,并对每个维度的基本内涵加以明确阐释。基于对个性化需求与个性化产品的分析,发现两者之间存在非同步的不一致性,进而提炼出非常规自然需求超前规律,为此通过引入精准服务,提升两者之间的一致性,形成大规模个性化定制的新的生产模式。在生产模式的三维结构描述下,手工生产和大规模生产已退化为一维结构,而大规模定制和大规模个性化都属于二维结构。提出实现大规模个性化定制的两个核心部分——数据驱动的大规模个性化设计和面向大规模个性化定制的韧性制造系统,重点论述两者包含的若干关键技术。从概念和技术两个层面对精准服务进行阐释。从价值共创的角度分析从手工生产到大规模个性化定制的5种主要生产模式,结果表明：大规模个性化定制通过精准服务,可以有效实现个性化需求,具有充分的价值共创能力。考察中国海尔集团的人单合一模式,分析表明人单合一是大规模定制模式通过精准服务使其在服务维的区间取值从小到大转换得以实现;而大规模个性化定制依托精准服务,可实现生产模式三个维度的整体优化,是大规模个性化生产模式的新发展。

关键词: 生产模式, 大规模定制, 大规模个性化, 大规模个性化定制, 精准服务, 价值共创, 人单合一模式