According to the degree of specialization of products or services, it can be divided into mass production, batch production and single piece production Production type 。 Mass customization is to produce customized products with mass production efficiency and cost.
An industrial enterprise (or workshop, section, group, workplace) Production type 。 Its characteristics are: there are many kinds of products, and the output of each product is large. Generally, special equipment is used for repeated production, and specialized water products are high. Because mass production has the advantages of reducing costs and improving efficiency, the concept of mass production has long appeared in human society. However, the implementation of mass production is subject to the preconditions of standardization. Before standardization has not been achieved, mass production is limited to low technology and low precision industry , such as bricks and other simple products. With the popularization of standardization, the finer the division of labor is, the more objects can be handled by the production. The key of mass customization production is how to change customer personalized products into standardized modules. Industry nature Determine whether mass production strategy can be used. Generally speaking, there is no standardization or the industry with low standardization is not suitable. It is generally believed that the economy of mass production comes from "scale", that is, increasing the output, reducing the fixed cost shared by each unit of product, and thus reducing the cost of unit product scale economy 。 Porter believes that: scale economy The ability to carry out a wider range of activities due to different production modes and higher efficiency, or the ability to allocate intangible costs such as advertising expenses and scientific research expenses from a larger sales volume... economies of scale must be distinguished from the utilization rate of production capacity. Utilization rate of production capacity Appropriately high, it is to apportion the fixed costs of existing plants and personnel to large quantities, and scale economy It means that full load operation activities are more efficient on a larger scale. The scale or output is not the source of economy or efficiency, but the utilization rate of mass production capacity; Or the ability to carry out mass production with greater efficiency“ scale economy ”The essence of. Exceeding the limit of the enterprise's effective operation capability will inevitably lead to Diseconomies of scale 。 In the past, the efficiency of mass production was not well understood, which was contrary to the principle of on-demand production Market capacity The finiteness of. Thus ignoring the real value of mass production and its impact on demand The driving force of the modern mode of production has protected the intrinsic relationship between various modes of production. According to Chandler, the efficiency of mass production comes from "creating high throughput through technological and organizational innovation, so that a small amount of labor can produce a large number of products; From the development of new machines, better raw materials and centralized use of resources; And establish new organization design and operation procedures.
The typical mode of mass production is the Ford system in the United States. Ford Motor was founded in 1903 with an annual output of more than 1700 vehicles. Ford established the first production line in the automobile industry, which greatly reduced the production cost. It was a step closer to realizing the dream of producing a car in one minute, making the car maker affordable, and making the car a transportation tool for Volkswagen. Ford began to think about saving costs in every detail. The cost of cars is declining day by day. A large number of cars are sold and the output is increasing, so the production cost continues to decline. The development idea of the old Ford is to increase the quantity - reduce the cost, produce in large scale, purchase in large scale, and compete with the scale and low cost. The reason is also very simple. The market has just started, and the basic needs have not been met. Many families do not have cars. In the era of shortage, cars still belong to a few rich people; The income of consumers and water products also make low prices a good selling point; Customers are all basic needs, and they have the same tendency.
Ford believes that the maximum profit can be obtained by selling the most products at the lowest cost. adopt scale economy , increasing production can sharply reduce costs, thus reducing prices. The demand is elastic. Low prices can ensure the maximum sales of products. The lower the price, the greater the production and sales; When the production and sales volume grow, the increase of production scale will further accelerate the reduction of costs, which gives us the space to further reduce prices. With the reduction of prices, the market expands, and consumers in the market segments will succumb to low prices, choose lower prices between differentiation and low prices, and consumers will shift to a unified market, which will increase the consistency of the consumer market. To provide products with relatively few varieties, customers have less choice, but it helps to reduce costs. In a relatively unified market environment, more products can be sold. In order to achieve the lowest possible cost and a larger market, the production process should be automated as far as possible, and the increased fixed costs will be scale economy Therefore, the new process technology can effectively promote the cost reduction. At the same time, always maintain the efficiency of the production process, the most important of which is stability, including the stability of the input, transformation and output processes, to ensure the smooth operation of each link. Under this business model, the life cycle of the product will be extended as far as possible to reduce the production cost per unit product and reduce the average investment in technology and process. product life cycle With the extension of, there is more time for product improvement, which has promoted the formation of a larger market. Although its T-shaped car has a single style and few colors, it has occupied a large market share and achieved great success. From 1908, Ford began to carry out mass production of a single variety of T-type vehicles, and by 1915, the first Production line Realized the desire to produce one car per minute. By 1916, the cumulative production of T-type cars had reached 580000. With the increase of production, the cost of cars also dropped sharply, from 950 dollars in 1909 to 360 dollars in 1916. Eleven years later, that is, in 1927, the cumulative production of T-type cars exceeded 1.5 million, and the market share reached 50%. Many American families have realized their car dreams. Chen Rongqiu, Ma Shihua Production and Operation Management [M] Higher Education Press ,2003-4-1 Edited by Li Huazhi 《 NC processing technology and equipment 》[M] Published by Tsinghua University Press, the first edition in April 2005 Jiang Pan. The essence and value of mass production
