摘要
针对红领C2M个性化定制模式创新的案例,应用博弈论的分析方法,构建与求解不同情境下的博弈模型、分析基于价值共创的民主制造运营模式创新。结果显示:与B2B2C供应链运营模式相比,C2M平台运营模式与民主制造更加匹配,该模式便于更好满足消费者的个性化需求、提升企业创新收益与产品提供系统总收益,进而增强企业竞争力;与专制制造相比,民主制造能显著提升产品市场需求、企业创新收益与产品提供系统的总收益,且产品市场需求、企业创新收益、产品提供系统总收益、"C2M平台"与"B2B2C供应链"间的均衡差都随价值共创强度的增加而增大;B2B2C供应链运营模式下,适当的批发价格激励措施能够提升产品市场需求、企业创新收益、产品提供系统的总收益,且民主制造下激励因子取值变化对供应链均衡结果的影响更加显著。研究结论可为我国推进先进制造业的发展、实施制造强国战略提供重要决策参考。
In the early days of Industry 4.0, the traditional operating model of manufacturing companies was difficult to match with democratic manufacturing, and innovation was urgently needed. This paper integrates value co-creation, democratic manufacturing and operation model innovation into a unified framework. In view of the case of Red-collar C2 M products individualized customization model, the game theory analysis method is applied to construct and solve the game model under different situations, and analyze democratic manufacturing operation model innovation based on value co-creation. The main conclusions are as follows. First, the result shows that compared with the B2 B2 C supply chain operation model, C2 M platform operation model is more closely matched with the democratic manufacturing. Because this model can better meet the individualized needs of consumers and increase the innovation revenue of the enterprise and the total revenue of the product providing system, and thereby enhance the competition of enterprises. This conclusion can not only provide guidance for the operation model selection of emerging manufacturing enterprises such as 3 D printing and intelligent manufacturing in China, but also provide reference for the transformation of traditional manufacturing enterprises to individualization, platform and intelligence.Secondly, compared with authoritarian manufacturing, democratic manufacturing can significantly increase the market demand for products, the innovation revenue of enterprises and the total revenue of product supply systems. Moreover, with the increase of the value co-creation intensity, the market demand for products, the innovation revenue of enterprises, the total revenue of product supply systems and the equilibrium difference between "C2 M platform" and "B2 B2 C supply chain" increase. This conclusion reveals the competitive advantages of "C2 M platform operation model" over "B2 B2 C supply chain operation model ", and clarifies that value co-creation intensity is the core element of "C2 M platform operation model",which can not only provide theoretical basis for enterprises to adopt democratic manufacturing strategy to improve operational performance, but also provide guidance for enterprises to improve their performance by enhancing the value co-creation intensity under democratic manufacturing.Thirdly, under the B2 B2 C supply chain operation model, appropriate wholesale price incentives can improve product market demand, enterprises innovation income and the total revenue of product supply system. And in democratic manufacturing, the change in the value of incentive factors has a more significant impact on the equilibrium results of the supply chain. This conclusion gives the wholesale price coordination mechanism of democratic manufacturing under the B2 B2 C supply chain operation model. Therefore, if enterprises choose B2 B2 C supply chain operation model, they can adopt appropriate wholesale price incentive strategies to improve the operation performance of the supply chain.This study points out the advantages of democratic manufacturing over authoritarian manufacturing, reveals the positive influence of the value co-creation intensity on market demand for products, innovation revenue of enterprises and total revenue of product supply systems under democratic manufacturing,clarifies that value co-creation is the basic function of "C2 M platform operation model", and proposes a wholesale price incentive coordination mechanism for democratic manufacturing under the B2 B2 C supply chain operation model. The conclusion enriches and improves the C2 M products individualized customization model, and can provide important decision-making reference for the implementation of the "Manufacturing Powerful Country" strategy.
作者
孟炯
Meng Jiong(School of Management,Chongqing Technology and Business University,Chongqing 400067,China)
出处
《科研管理》
CSSCI
CSCD
北大核心
2019年第12期301-311,共11页
Science Research Management
基金
国家社会科学基金项目“大数据驱动的C2B个性化定制平台价值共创协同机制研究”(编号:19BGL006)
重庆市自然科学基金面上项目“大数据环境下C2B个性化定制平台运营机制研究”(编号:cstc2019jcyj-msxmX0758)
四川省软科学项目:“基于3D打印个性化定制的供应链协同创新模式研究”(项目编号:2017ZR0274,起止时间:2017-2019)
四川省软科学项目:“基于消费者创新的个性化定制管理模式研究”(项目编号:2018ZR00303,起止时间:2018-2020)
重庆工商大学高层次人才科研启动资助项目"个性化定制供应链管理模式研究"(项目编号:19205018)
关键词
个性化需求
民主制造
价值共创
运营模式创新
批发价格激励
individualized demand
democratic manufacturing
value co-creation
operation model innovation
wholesale price incentive
