服務業大量客製化研究：以餐飲業為例

面對產品生命週期縮短與快速交貨等要求，企業不僅要有快速回應市場與滿足消費需求多樣化的差異化能力，同時也要有確保成本有效性的競爭優勢。融合大量與客製化生產系統優點的大量客製化作業(生產)策略，紛紛被實務界與學術界採用與討論；延遲差異化與製程減震點的設置為推動大量客製化策略的重要解決方案。台灣的產業結構漸漸的從製造業走向服務業，餐飲業被視為一種極具發展潛力的市場。而為了滿足消費者多元的需求，餐飲業也使用了大量客製化，來降低存貨成本及快速回應消費者多元需求的能力。融合大量與客製化生產系統優點的大量客製化作業(生產)策略，紛紛被實務界與學術界採用與討論；延遲差異化與製程減震點的設置為推動大量客製化策略的重要解決方案。過去大部份的學者都在生產事業生產流程管理中探討大量客製化、減震點、延遲化等策略，少有研究者在服務業領域進行研究。本研究使用個案分析、以深入訪談及實地觀察的方法，探討個案公司對於經營管理上所著重的是生產速度、服務速度、生產彈性還是服務彈性，以及其生產流程減震點的設置原則與前後場的平衡考量。

關鍵字

大量客製化；延遲化策略；減震點

並列摘要

Worldwide competition in global economies has posed significant challenges to companies wanting to fulfill the continuously changing requirements of the market; they place increasing emphasis on mass customization (MC) strategy. The decoupling point (DP) determination of postponement differentiation is a significant solution for mass customization strategy. The DP determination for MC is a decision-making problem at the strategic management level. Taiwan’s industrial structure have transformed gradually from manufacturing to services. Due to the change of dining habits, the catering sector is regarded as a potential growth market. The strategic productions of mass customization, decoupling point, delay difference were employed in the manufacturing process. Fewer researches derived these production strategies to the services industry. Empirically, the catering sector adopts mass customization to reduce the cost of inventory and to respond to the diverse needs of consumers quickly for meeting the dramatic competitive environment. The study uses a case study method integrating in-depth interviews and field observations to understand and derive the principles of decoupling setting considering the balance between back and front end, i.e. the operating emphasis is production speed, speed of service delivery, or flexibility of production/service. The empirical case studies were performed to demonstrate the efficacy of the proposed model. The results and processes of the case study also provide interesting managerial implications.