产品个性化与产品定制的比较:一个概念框架

IF 0.2 Q4 BUSINESS
Seyfettin Anmaç
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引用次数: 0

摘要

个性化是指产品或服务在某些功能方面根据客户的偏好进行调整。产品和服务中的个性化,在由公司发起时称为产品个性化,在由顾客发起时称为产品定制。本研究将产品个性化和产品定制作为两个不同的个性化概念进行讨论和比较。在文献综述的基础上指出,产品个性化是一个由公司发起的过程,基于客户数据,其中控制权在公司,专注于个性化体验;产品定制是一个由客户发起的过程,基于客户的偏好,其中客户是控制的,重点是用户的灵活性和选择。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
A COMPARISON OF PRODUCT PERSONALIZATION AND PRODUCT CUSTOMIZATION: A CONCEPTUAL FRAMEWORK
Personalization is the adaptation of products or services to the preferences of the customer in terms of some features. Individualization in products and services is called product personalization when it is initiated by the company and product customization when it is initiated by the customer. In this study, product personalization and product customization are discussed and compared as two different personalization concepts. Based on literature review it is pointed out that whereas product personalization is a process initiated by the company, based on customer data, where the control is in the company and focused on personalized experience; product customization is a process initiated by the customer, based on customer preferences, where the customer is in control, focused on the flexibility and options of the user.
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