Strategy of Mass Customization-based Service Product Innovation: Mobile Telecommunication Service Case

摘要

This paper synthesizes service innovation, service product development, and mass customization to probe into strategy of mass customization-based service product innovation (MCSPI). Firstly, a review of related literatures is presented. Secondly, a primary architecture of strategy of MCSPI is set up, including service product innovation of sectional modularity and of bus modularity. Thirdly, we investigate Zhejiang mobile telecommunication service in China to verify and amend theoretical analysis above. Finally, a conclusion is given.