企業為了迎合多變的消費需求需要不斷創新，也促使產品的生命週期加速縮短，改變企業的生存模式。多變的消費需求也讓企業面臨預測困難、交貨時間短、庫存風險增高、顧客服務水準降低……等問題。為了保有全球競爭力，企業必需提供更快速的回應、更多樣的選擇、更物超所值的產品，考驗企業的生產彈性及應變能力。
本研究藉由製程架構的改善來減緩因市場變動及需求多樣化所造成預測不準確的衝擊，增加企業競爭力。研究中結合專家學者所提出的「大量客製化」（Mass Customization）與「延遲策略」（Postponement）的運用方式，彙整後提出產銷模式建構的五大步驟：架構分析、標準化、模組化、製程重組、大量客製化。最後，藉由大量客製化的產銷模式建立產銷管理架構。
將五大步驟運用於IC設計產業，建構出IC設計的產銷模式、產銷管理架構及產銷管控表，並協助其產銷決策。在個案運用中，計算其全年投產變動率由60%降為50%，顯示已減緩預測的變動率。研究中發現，運用動態外包延遲（dynamic outsourcing postponement）的方式，可以使企業在面臨外在環境需求不確定性高時，可適度降低成品庫存風險。由個案所建立的產銷管控表，可協助企業建立產銷溝通機制並有效管理需求的變動。以上研究，希望能對相關產業在產銷管理上有所助益。

In such a varied requirement from customers, product life cycle shortened and business-survival mode changed by innovation of production and marketing method. Adaptability challenged by customers varied demand that companies are hard to predict forecast, short delivery times, keep high-risk inventory and reduce customer service level. Companies have to provide products with quick responses, more options, and cost effective in order to face changeable global markets.
By this study to improve the process framework to mitigate the impact of inaccurate forecasts which is due to market changes and demands diversification, and increase the competitiveness of enterprises. This study integrated the way of Mass customization and Postponement with five major steps of modeling of production-marketing: structural analysis, standardization, modularity, process recombination, mass customization. Finally, build the model of management structure.
The five steps applied to IC-designed industry, to build a production-marketing model, management structure and control tables of IC-designed companies, and to assist in its decision strategy of production-marketing. In this individual case, show the change in investment and production rate is effective from 60% to 50%. This research also discovers the method of dynamic outsourcing postponement could reduce the risk of over inventory appropriately when uncertain demand is reached to companies. Hope it helps to related industries at production-marketing management.

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