C2M电商平台数据赋能制造企业大规模定制:基于动态能力理论视角  

C2M E-commerce Platform Data Enabling Manufacturing Enterprises Mass Customization:Based on the Dynamic Capability Theory Perspective

作　　者：张闯 王震[2] 夏春玉 ZHANG Chuang;WANG Zhen;XIA Chunyu(School of Economics and Management,Dalian University of Technology,Dalian 116024,China;School of Business Administration,Dongbei University of Finance and Economics,Dalian 116025,China)

机构地区：[1]大连理工大学经济管理学院,辽宁大连116024 [2]东北财经大学工商管理学院,辽宁大连116025

出　　处：《商业经济与管理》2025年第1期5-18,共14页Journal of Business Economics

基　　金：国家社会科学基金重大项目“‘双循环’新格局下现代流通体系创新及高质量发展路径研究”(21&ZD120);国家自然科学基金面上项目“营销渠道中的企业揭发行为:概念化、驱动因素及其作用机制与结果”(72172026);中央高校基本科研业务费资助项目“B2B平台生态系统中的多重信任及其对平台绩效的影响研究”[DUT23RC(3)034]。

摘　　要：基于大数据背景下制造业转型升级视角,依托动态能力理论,关注我国制造企业借助C2M电商平台培育大规模定制能力的效果,为制造企业探索一条构建大规模定制生产范式的新路径。利用一手问卷调查数据和二手数据对研究假设进行实证检验,结果发现制造企业能够借助C2M电商平台的大数据资源,通过优化制造资源配置培育大规模定制能力,提升企业销售绩效。此外,需求不确定性在制造企业培育大规模定制能力和大规模定制能力提升销售绩效两个过程中,分别发挥一负一正两种调节作用。整体而言,需求不确定性更加凸显了制造企业培育大规模定制能力提升销售绩效的效果。文章发现弥补了现有研究的不足,为制造企业更好借助C2M电商平台构建大规模定制生产范式提供理论支撑。Based on the perspective of manufacturing transformation and upgrading under the background of big data and relying on the dynamic capability theory,this paper focuses on the effect of Chinese manufacturing enterprises cultivating mass customization capability with the help of C2M e-commerce platform,and explores a new path for manufacturing enterprises to build mass customization production paradigm.Through the empirical test of the research hypothesis through the matching of primary questionnaire survey data and secondary data,it is found that manufacturing enterprises can use the big data resources of C2M e-commerce platform to cultivate mass customization capabilities by optimizing the allocation of manufacturing resources,and thus improve their sales performance.In addition,demand uncertainty plays a negative and positive regulating role in the two processes of cultivating mass customization capability of manufacturing enterprises and enhancing sales performance by mass customization capability.Overall,demand uncertainty highlights the effect of manufacturing enterprises to cultivate mass customization capabilities to improve sales performance.The research findings make up for the shortcomings of existing literature and provide theoretical support for manufacturing enterprises to better build mass customization production paradigm with the help of C2M e-commerce platform.

关 键 词：C2M电商平台 数据赋能 制造企业 大规模定制 销售绩效 

分 类 号：F713.50[经济管理—市场营销]