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知識管理
知識管理
As shown in Figure 1, customerization is a combination of both customized operations and customized marketing. It is distinct from personalized or one-to-one marketing, which focuses primarily on taking standard products and services to customers through customized marketing. It is also distinct from mass customization (the manufacturing of customized products), which offers customized products and services through standardized marketing. The pathway to customerization often runs from one-toone marketing or mass customization.
Pathways to customerization 客戶化
Pathways to customerization 客戶化
Customerization is the customization of products or services through personal interaction between a company and its customers. A company is customerized when it is able to establish a dialogue with individual customers and respond by customizing its products, services, and messages on a one-to-one basis. CUSTOMERization means identifying and serving what you perceive as your optimal customers[citation needed]. Customerization requires a company to shift its marketing model from seller-oriented to buyer-oriented. The goal is to help customers better identify what they want. Customerization enables companies to have the ability to adapt personalization and one-to-one marketing initiatives for the digital marketing environment. Customerization uses a “build-to-order” mass customization process to deliver a product or service that fits the needs of the customer. It is a critical aspect of the emerging new marketing paradigm. [Wikipedia]
Discusses customerization in financial services which is the customization of operations, marketing and customer relationship. Pathways to customerization; Focus on unarticulated needs; Increase in the digital content of products and services; Offer of a direct channel to customers through the Internet; Shift from broadcast advertising to interactive edutainment.
Customerization: The next revolution in mass customization
In this conceptual paper, we propose that the next stage of evolution of mass customization is customerization—a buyer-centric company strategy that combines mass customization with customized marketing. Spurred by the growth of Internet and related technologies, many leading companies (e.g., Dell) are beginning to deploy customerization on a large scale. In this paper we define customerization, and describe how it is different from the related strategies of mass customization, personalization, and one-to-one marketing. We also describe the opportunities and challenges companies face in deploying a customerization strategy, and the potential benefits that they might realize. [LINK]
Fashion Pyramid / Fashion Hierarchy
Fashion Pyramid / Fashion Hierarchy
What is the fashion pyramid?
The Hierarchy of Fashion Needs and Wants
The Fashion Hierarchy (Fashion Pyramid) from ChatGPT
The Fashion Pyramid of Brands
PART II 服裝產品系列的創造與行銷
CH6 創造階段：設計
1. 何謂市場利基？商品企劃人員與設計師面對市場進行企劃時的挑戰為何？
2. 服裝當季系列產品之規劃與計畫的議題與考量：規劃會議、當季目標與成敗。
3. 服裝商品企劃人員的職責與工作內容
4. 常銷品與仿製品於成衣的運用
5. 成本、顏色、布料、款式的考量
6. 設計靈感、設計草圖、主副料選擇、立體剪裁
7. 當季產品系列之審查原則
重要名詞：立體剪裁
CH7 設計開發與款式選擇
1. 設計開發的步驟與款式選擇的整體流程為何？
2. 打版師的角色與任務為何？使用PDS的優點與缺點有哪些？
3. 代工業者負責樣本開發與樣衣製作，一般來說會遇到哪些問題？(時間、溝通、視覺解讀)
4. 預估成本怎麼作：成本計算馬克圖(材料成本) + 剪裁與車縫時間(勞力成本)
5. 當季產品被剔除的原因為何？成衣複審小組對於產品系列各款式的通過標準有哪些？成本是重要考量，成本在複審考量中有哪些重要議題？
6. 企業行銷形式與準備工作(訂單交期與報價)
7. 衍生的模式：半訂做成衣、自有品牌與規格採購
重要名詞：樣版 / 打版師 / 打樣師 / 成本計算碼克 / private label
CH8 當季服裝系列的行銷
1. 目標市場尋找與行銷組合4P
2. 服裝公司的企業銷售功能，銷售產品的兩個方式(B2B)為何？
3. 銷售代表的工作內容(三大類活動)。
4. 兩類基本物流策略(B2B，開放式與選擇式)5. 國際行銷(B2B)
6. 服裝公司須溝通的顧客群有哪兩大類？(B2B零售商、B2C消費者)促銷有哪些？(聯合廣告、媒體、新聞)
重要名詞：行銷 / 物流政策
PART III 服裝生產與物流配送
CH9 生產前置作業流程
1. 服裝業者實務上以哪些方法來幫助決定主副料的採購數量與時機？
2. 對服裝生產業者來說，供應商的選擇與衡量標準有哪些？
3. 何謂量產碼克？
4. CAD/CAM，優點為何？
重要名詞：CAD/CAM / 尺碼縮放 / CGMM/ 量產碼克
CH10 貨源蒐尋決策與生產中心
1. 貨源蒐尋決策參考指標(八大指標)
2. 貨源搜尋作法：國內與境外生產的優缺點比較 & 委外代工與自有工廠生產的優點比較
3. 海外生產的人權議題。
重要名詞：貨源蒐尋 / 海外生產
CH11 生產流程與品質保證
1. 成衣生產基本內容。成衣產品生產成本受哪些因素影響？(設計、樣板、生產過程)；生產方法又因哪些因素而有所差異？(技術、價格、產地)
2. 成衣生產的整體流程有哪些步驟？
3. 彈性生產系統可提升生產力，彈性生產系統強調的精神為何？其特色與效益為何？
4. 成衣染的效益為何？
5. 什麼是FRM(賣場商品就緒法)？
重要名詞：UPS / FM / CIM / FRM / 品質保證 / WIP
CH12 物流配送與零售流通
1. 何謂行銷通路？
2. 行銷通路依結構設計區分。
3. 企業決定商品如何配送到消費者手中，須加以制定物流策略(通路策略)。影響決定因素有哪些？一般來說有哪些類型的物流策略可供選擇？
4. 每個企業在行銷通路中扮演不同角色，行銷通路中傳遞與流動的內容包含哪些項目？
5. 什麼是VMI？
6. 對於服裝業者來說，使用條碼系統的優點為何？
7. 根據快速反應手冊所指出的QR策略執行有哪幾個階段？服裝相關業者，在各專業領域常用的QR策略分別有哪些？
8. 創造並維持競爭優勢的作法有哪些？你的看法。
重要名詞：行銷通路 / 密集式物流 / 專賣式物流 / UPC / EDI / VMI / 零售
PART III 服裝配件業與傢飾業之組織與營運
CH 13 服裝配件業
1. 服裝配件製造業者的分類。
2. 服裝配件業與服裝業關係。
CH 14 傢飾業
1. 家飾業四大類別。
2. 家飾產品的研究相較於成衣產品，更重視的內容為何？
3. 家飾產品與成衣產品的相異與相似處。
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