Strategy of mass customization-based service product innovation

This paper synthesizes service innovation, service product development, and mass customization to probe into strategy of mass customization-based service product innovation (MCSPI). Firstly, it defines the issue and some radical concepts. Secondly, a review of related fields is presented. Thirdly, a primary architecture of strategy of MCSPI is set up. This architecture is established in service package and service product module level. It includes service innovation of sectional modularity and bus modularity. Finally, a conclusion is given.