E-mass customization has received much attention as it aims to increase brand performance and preserve customer loyalty towards a brand by means of customer co-design and mass production, so that individual customer needs are met by affordable prices within the online shopping experience. However, little is known about e-mass customization strategy. This paper identifies two typologies of e-mass customization based on the degrees of customer co-design in the process: c ollaboration - based customization which involves customers in the early stage and promises major revisions in the product, and adoption - based customization which brings customers into the post-design stage and offers segmented revisions in the product. This paper also proposes plausible implementation of e-mass customization involving the design of a web interface, modularity-based manufacturing, and enabling technologies. Subsequently, theoretical and managerial implications of this study are discussed at length. Finally, future research directions are outlined.

中文翻译：

---

电子批量定制作为品牌战略的回顾

E-mass定制备受关注，因为它旨在通过客户协同设计和批量生产来提高品牌绩效并保持客户对品牌的忠诚度，从而在网上购物体验中以实惠的价格满足个性化客户的需求。然而，人们对电子大规模定制策略知之甚少。本文根据过程中客户协同设计的程度确定了两种类型的电子大规模定制：基于协作的定制，在早期阶段涉及客户并承诺对产品进行重大修改，以及基于采用的定制，它带来客户进入后期设计阶段，并在产品中提供分段修订。本文还提出了涉及 Web 界面设计的 e-mass 定制的合理实现，基于模块化的制造和使能技术。随后，详细讨论了本研究的理论和管理意义。最后，概述了未来的研究方向。