中文摘要：

在MC生产模式下，客户对定制产品的需求受到产品定制程度和产品价格两个因素的影响。针对标准产品与定制产品有替代关系的情况，论文分析了市场需求对定制程度的弹性、市场需求对加价率的弹性。结果显示：并不是提供给客户的定制程度越高，市场需求就越大；当定制而提高的价格要小于顾客可接受的价格，才可能会增加市场需求。最后给出了算例分析。

英文摘要：

Under the model of Mass Customization, customer＇s demand on customized product is influenced by two factors： product＇s customizing degree and product＇s price. Considering the substitution relationship between standardized product and customized product, this paper focus on the analysis on the market elasticity of customizing degree and price rising rate. Based on the results, it＇s not like that., the higher the customizing degree, the larger the market demand; the market demand will increase only if the price augmented due to the customization is less than the acceptable price. In the end of the paper, an illustration was given.