ABSTRACT The modular product structure is the orderly integration of the information generated by the modular design. With the deepening of the personalized service concept, in order to better provide personalized product customization services driven by customer demands, the research of modular product structure evolution control in the whole lifecycle is extremely necessary. Considering the different concerns of the tasks in different stages of the whole lifecycle, a 4-level modular product structure whole lifecycle evolution modelling system is proposed to transform the modular product structure into different tree structure for each lifecycle stage. By modelling the attributes for the nodes and the relationship for the edges of each stage tree, the standardized management and invocation of the information required by the personalized service process is realized. On this basis, two different personalized product customization methods led by recommendation or configuration are proposed, and the flow path and algorithm writing logic of personalized product configuration are introduced based on each stage tree. Finally, the method is applied to small agricultural machinery (SAM) products, which proves that the method can reasonably and orderly controls the evolution process, and provides a new idea for the development of whole lifecycle personalized services.