Abstract: From the point of view of the market survey, a customer requirement model for small agricultural machinery product under mass customization was put forward which transforms the vague customer needs into the quantized Engineering Metrics in product design process through employing conjoint analysis, clustering method, etc. Finally, a case study of SF series of small multi-function greenhouse machine was conducted to illustrate the implementation of above-mentioned model and technologies. The result shows that the customer requirement model and analysis method can provide the requirement tendency of products for enterprises, which lays a foundation for product family layout, product function modularization, and rapid design for mass customization products with response customers, etc.