Mass Customization will be introduced in this article, then analysis the model of the enterprise behavior choice of direction, finally come to a conclusion: Which model should be chosen in Mass Customization Production mode.

• 通过对大规模定制的介绍,说明了大规模定制时代已经来临; 再通过对企业行为方向选择模型的分析,得出了在大规模定制生产模式下企业应该选择的营销战略。