反向定制模式如何促进消费升级:基于京东数智供应链的案例研究  

How the Customer-to-Manufacturer Mode Promoting Consumption Upgrading:A Case Study of Jingdong Digital and Intelligent Supply Chain

作　　者：童露[1] 潘俊 王桂莉 TONG Lu;PAN Jun;WANG Gui-li(School of Business and Tourism Management, Yunnan University;Social and Humanities Science Research Affairs Office, Yunnan University)

机构地区：[1]云南大学工商管理与旅游管理学院 [2]云南大学社会科学处

出　　处：《消费经济》2023年第4期69-80,共12页Consumer Economics

基　　金：国家自然科学基金地区项目(72263034)。

摘　　要：在扩大内需战略背景下,如何促进需求牵引供给、供给创造需求的更高水平动态平衡成为业界和学界共同关注的问题。基于反向定制和消费升级相关理论,文章以京东数智供应链为典型案例,研究了反向定制模式促进消费升级的作用机理,并提炼构建出反向定制模式促进消费升级的综合理论框架。研究发现反向定制模式通过促进供需匹配、个性定制和服务优化等渠道可以实现消费规模扩大、消费品质升级和消费体验提升;同时,在反向定制模式的推动下,供给侧的数字化转型对反向定制模式促进消费升级的作用具有放大和调节作用。研究丰富了企业数字化转型和消费升级领域的学术成果,为促进消费需求升级和实施扩大内需战略提供了重要启示。Under the background of the strategy of expanding domestic demand,how to form a higher-level dynamic balance in which demand drives supply and supply creates demand has become the focus of academic circle and the whole social.Based on the theories of customer to manufacturer(C2M) and consumption upgrading,and taking JD digital and intelligent supply chain as an example,this paper researches the mechanism of C2M mode promoting consumption upgrading,and constructed a theoretical model of consumption upgrading promoted by the C2M mode.It is found that the C2M mode promotes the expansion of consumption scale through supply and demand matching,consumption quality upgrading through customized,and consumption experience improvement through service optimization.Under the C2M mode,supply-side digital transformation has a moderation effect on C2M mode to promote consumption upgrading.This research enriches the academic achievements in the field of digital transformation and consumption upgrading,and provides important insights for guiding domestic consumption upgrading and expanding domestic demand.

关 键 词：反向定制 数字化转型 数智供应链 消费升级 

分 类 号：F270.7[经济管理—企业管理]