工业互联网时代C2M大规模定制实现路径研究——基于企业价值链重塑视角  

Research on Implementation Path of C2M Mass Intelligent Customization under the Background of Industrial Internet:based upon the Perspective of Companies'Value Chain Reshaping

作　　者：宋丹霞 谭绮琦 

机构地区：[1]广州大学管理学院

出　　处：《现代管理科学》2021年第6期80-88,共9页Modern Management Science

基　　金：广东省哲学社会科学十三五规划学科共建研究项目“知识密集型企业大规模定制化服务运作模式研究”(项目编号:GD16XGL34)阶段性成果。

摘　　要：个性化需求与规模经济效应难以兼容是制造企业普遍存在的问题,工业互联网的出现为二者兼容提供了实现的可能性。通过扎根理论分析方法对海尔和红领两家实现C2M大规模定制的企业进行案例研究。研究发现,适用于工业化时代的波特价值链模型,在工业互联网时代演变为价值环。在战略层面,由传统的“以企业为中心”转变为“以用户为中心”,企业的价值主张、价值创造、价值传递和价值交付都发生了重大变革,由此产生了全新的C2M大规模定制商业模式;在业务层面,在工业互联网背景下企业价值链各环节都被重塑,企业通过数字化精准营销、智能化产品设计、数据驱动的柔性智能生产以及智慧物流和服务四个环节实现了C2M大规模定制。最后从战略层和业务层构建C2M大规模定制的过程模型,为制造企业实现大规模定制提供借鉴和参考。It is a common problem in manufacturing industry that the individuation demand and the scale economy are not compatible.However,the emergence of industrial Internet makes it possible to overcome it.In this paper,through the grounded analysis and case study of Haier and Red Collar,which are two enterprises successfully implementing the C2M mass intelligent customization,it is found that Porter's value chain model,which is suit-able for the industrialization era,has evolved into a value ring in the industrial Inter-net era.At the strategic level,from the traditional"enterprise centered"to"customer centered",the value proposition,value creation,value transmission and value delivery have undergone great changes,resulting in a new C2M mass customization business model.At the business level,under the background of industrial Internet,all links of the enter-prise's value chain have been reshaped.The enterprise realizes C2M mass customization through four links,they are digital precision marketing,intelligent product design,data-driven flexible intelligent production and intelligent logistics and service.On this basis,the realization path model of C2M mass intelligent customization of enterprises in the in-dustrial Internet era is constructed based upon the perspective of value chain reshaping,which can provide reference of the transformation of C2M mass intelligent customization for other enterprises.

关 键 词：C2M大规模定制 工业互联网 实现路径 价值链重塑 

分 类 号：F424[经济管理—产业经济] F49