A model for measuring customer value based on mass customization

In earlier days, only a minority of enterprises adopting Mass Customization mode were superior to other enterprises in traditional mode. With more and more enterprises taking Mass Customization as their production mode, most of enterprises become equal competitors in the market. In this kind of market, customers have more freedom on customization and play a more significant role., "Voice of Customer (VOC)" is becoming the key of development of new product. Starting from the original concept of the Custom Value (CV), a price-driving model in the context of Mass Customization, which is used to approach CV, is introduced to provide references for better collocation of product and product's competitive analysis. In this paper, in-depth exploration on theory of customer value is conducted and a price-driving approximate function model of customer value is built. This method overcomes the weakness of neglecting the importance of customer and has important meaning in making product plan and sale strategy. A case study for automotive industry is also presented to demonstrate the work rationale of the proposed method.