近期自行車產業因面臨市場飽和、全球化激烈競爭，導致原本仰賴傳統大量生產方式的自行車品牌也因此面臨產品過時及存貨風險等問題。許多高階自行車品牌為了在激烈的競爭環境中維持優勢，紛紛將原本只提供消費者單一且標準化產品的生產模式轉向考慮顧客需求、提供多樣化產品且同時兼具大量生產的高效率及低成本生產策略。然而，如何有彈性且有效率地生產符合個別顧客需求的產品，同時又要與其他採用相同生產模式競爭者具有差異化為企業所面臨的問題。本研究主要以模組化及延遲化策略檢視自行車產業實行大量客製化的現況，同時以產業標桿法評估個案公司。研究結果顯示整個產業在模組化策略上，主要強調車架塗裝客製及零組件選擇；在延遲策略上，客製化自行車品牌大多採用接單後組裝及後段製造的生產策略。另外，將個案公司納入比較後發現其模組化與延遲策略與整體自行車產業相距不遠，但由於品牌知名度低，而品牌是消費者在購買時考量的重大因素，故本研究建議個案公司能採取差異化策略，同時提出幾項可實行方向。

Under intense competition in cycling industry, it became more difficult for consumers to differentiate brands and products. High inventory costs and product obsolescence gradually became a risk for companies with production being heavily relied on forecasting. To create competitive advantages, many high-end bicycle manufacturers begin to move from the paradigm of mass production toward mass customization, which is a competitive strategy that enables firms to provide product variety and customization through flexibility and quick responsiveness. However, these companies are facing challenges of how to produce individual-tailored products in flexible and effective ways and how to differentiate themselves from competitors conducting the same approach. In the research, the current state of mass customization implementation in cycling industry is generalized by examining the modularization and postponement strategies of leading bicycle brands’. A Taiwanese bicycle manufacturer that adopts MC strategy is also assessed through industry benchmark. The result shows that custom bicycle brands mostly emphasize individual-tailored frame scheme as well as multiple choices of component and majority of brands manufactured custom products by “final manufacturing to order/assembling to order”. The strategies implemented by the Taiwanese firm do not show obviously differences between industry standards. However, due to the low brand awareness, the research suggests several practical strategies for the firm to differentiate from competitors.

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