大規模客制化是一種系統，以接近量產的成本，運用組織結構、靈活的流程和資訊技術，提供符合個別客戶特殊需求且種類繁多的產品及服務（Silveira等人，2001年）。整體而言，可透過更多的自動操作，獲致良好反應與更低的成本，滿足每個單一客戶的需求，以實現此一更具創新性的大規模客制化概念。
由於客戶的需求不斷改變，市場需求也因而更加變幻無常。為了因應這些，對於精確而快速反應的需要是不可少的。我們可以充分利用當今全球供應網中出現的全球快速反應。因此，本文對經由全球快速反應而達成創新的大規模客制化新概念加以定義並深入探討。同時，也提出一個比較案例，有助於理解此一策略在真實商業競爭中的意義。

Mass customization is a system that applies organizational structures, flexible processes, and information technology to offer a large variety of products and services that conform to particular needs of individual customers, at a cost close to that of mass production (Silveira et al. 2001). On the whole, the concept of more innovative mass customization can be achieved by satisfying the needs of every individual customer with more responsiveness and less cost in more automated operation.
As the customer needs are naturally ever-changing, market demands are hence extremely volatile. In order to cope with all of these, the need for precise and quick response is indispensable. Global quick response, which has emerged in the modern global supply networks, can be fully utilized. And for this reason, a new concept of achieving innovative mass customization through global quick response is defined and explored thoroughly through this paper. A comparative case study will also be presented to facilitate better comprehension of how this strategy implies to real business competitiveness.

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