Research on Mass Customization Mode in Urban Housing Development Project

摘要

As a new real estate development mode, Housing Mass Customization(HMC) is discussed in the paper. Based on enterprises' own resource and ability, the mode is defined that personalized housing is customized with the speed, cost and efficiency of large-scale development. It is considered that not only customers' personalized demands could be satisfied by HMC mode, but also investment risk and cost could be decreased to a great extent. Then drivers for HMC mode have been analyzed from five key factors, i.e. proper attribute of dwelling housing, consumer preference, market competition, technological progress and enterprise developing need. Finally, main implementation channels of HMC mode are put forward.