消费者视角下中小企业社群动态定制仿真建模及其管理策略研究  

Customer Perspectives and Online Customisation Strategies: A Simulation Model of Online Community-Based Dynamic Customisation in Small and Medium-Sized Enterprises

作　　者：林莉 王玉 吴嘉聪 LIN Li;WANG Yu;WU Jia-cong(School of Management,Jinan University,Guangzhou 510632,China;International Business School,Jinan University,Zhuhai 519070,China)

机构地区：[1]暨南大学管理学院,广东广州510632 [2]暨南大学国际商学院,广东珠海510970

出　　处：《中国管理科学》2022年第3期13-29,共17页Chinese Journal of Management Science

基　　金：国家自然科学基金资助项目(71772075,71672074);国家自然科学青年基金资助项目(71302153)。

摘　　要：移动互联时代下,基于在线社群的聚合力和社群经济效益的社群定制模式,如何有效解决大部分中小定制企业普遍面临的定制顾客少、销售转换率低及总体利润低等问题,是定制企业界目前亟待解决的重要问题之一。针对此,首先,本文对社群定制模式和一般在线定制模式进行定性分析,阐明两种定制模式的实现路径和特征,对其差异性进行归纳。然后,从消费者行为角度出发,结合定制模式的实现路径和差异性,分别建立多Agent仿真模型,分析两种定制模式下定制销售转化率、购买人数、消费者满意度和企业利润的差异,从而验证社群定制模式的有效性。最后,进一步研究不同企业和市场特征对社群定制与一般在线定制模式定制效果的影响,并探讨社群特征对社群定制效果的影响,为企业有效的定制选择及社群定制实现提供相应的管理策略。With the growth of customers’ personalised needs and the improvement of supply chain technology, more and more enterprises are offering customised products to enhance their competitiveness in the market. Although several enterprises have already successfully implemented online customisation toolkits to achieve mass customisation, some enterprises have abandoned similar initiatives due to project failures. Most small and medium-sized enterprises(SMEs) face the challenges that include insufficient customers using customisation services, low sales conversion rates, and low enterprise profits, due to the limitations of customized production capacity and the characteristics of personalised needs.The specific operating paradigm for online customer community integration during customisation is mainly explained from the perspective of manufacturing in the previous research, such as social manufacturing. Several researches proposed the notion of online community-based customisation(OCC) from the perspective of operation. However, the effectiveness of OCC in solving the basic challenges for most SMEs in online customisation has not been verified. Moreover, the simulation studies of customer behaviours in different online customisation modes have also been scarce, which is not conducive to predict and compare the effectiveness of different online customisation modes in solving the basic challenges. And it is also not conducive to further exploring the management strategies of OCC for enterprises. Hence, three research questions are proposed in this study as follow:(1) How does OCC, versus general online customisation(GOC), use the community economy to achieve customisation?(2) Can OCC effectively solve the basic challenges for most SMEs during online customisation?(3) How do different community characteristics impact OCC outcomes?Because customers are the objects served by customisation who effect the success of customisation for enterprises, customer behaviour is focused on and an agent-based simulation model is suggeste

关 键 词：社群定制模式 销售转化率 消费者行为 多AGENT模型 社群定制策略 

分 类 号：F272.3[经济管理—企业管理]