互联网环境下中国传统家电企业产品定制化的实践与展望
发布时间：2019-02-15 04:00
【摘要】：21世纪是互联网的世纪,网络经济飞速发展。进入新千年,我国电子商务产业出现了爆炸式的增长,出现了阿里巴巴、京东等全球领先的电商企业,网购正逐渐成为社会消费的重要组成部分。而与此同时,家电产业等传统的制造业却似乎没有搭上电子商务的便车,利润下滑,竞争激烈。在这种背景下,家电业等传统产业开始纷纷探索如何与互联网进行更好的结合,如何与电商平台进行更好的合作,来适应时代发展并满足多元化的消费需求。于是,家电产品的网络定制便应运而生。但目前,学术界对于家电产品定制化的研究较少,尤其是缺乏对家电产品在互联网环境下的定制的理论研究,这也是本文的目的所在。本文以互联网环境下中国传统家电企业产品定制化的实践与展望为研究对象,采用了理论与实践相结合的方法、案例分析法与对比分析法,试图找到我国家电产业数十年的定制模式实践留给我们的经验与教训,并展望互联网环境下家电定制模式的新未来。文章以是否为大批量生产为标准对定制模式进行了重新分类,分为个性化定制、规模化定制和3D打印生产三种模式。B2B定制和C2B定制都归属于规模化定制。从2000年开始,我国家电企业便开始了与家电经销企业合作的B2B定制尝试。B2B定制让家电企业能够更好的满足消费者的需要,减少经销商搭便车的行为,并维护了销售体系的稳定性。从2010年开始,我国家电企业陆续开始探索互联网环境下的C2B定制。C2B定制模式包括了与第三方电商平台合作的定制和在自有商城上的定制。C2B定制让家电企业掌握网络环境下的营销方法,在商务环境下更好的满足消费者的需要。对电商平台来说,C2B定制则会提升互联网企业在硬件设计、制造和供应链管理方面的能力。3D打印则让供应链更加敏捷,成为家电定制的未来方向。定制模式也是企业对参与式营销方法的有效实践。在未来,定制模式将与团购、众包、众筹等互联网营销模式进行更多样、更深度的结合,并成为企业自建生态的有效方法。同时,在小家电领域,定制模式存在着巨大的市场机会。
[Abstract]:The 21 st century is the century of Internet, network economy develops at full speed. In the new millennium, the electronic commerce industry of our country has appeared the explosive growth, appeared Alibaba, JingDong and so on the global leading electronic commerce enterprise, the net purchase is becoming the social consumption important component gradually. At the same time, the traditional manufacturing industry, such as home appliances, does not seem to catch the free ride of e-commerce, profit decline, fierce competition. In this context, home appliances and other traditional industries have begun to explore how to better integrate with the Internet, and how to cooperate with e-commerce platform to adapt to the development of the times and meet the diversified consumer demand. As a result, the network customization of household appliances will emerge as the times require. But at present, there are few researches on the customization of household appliances in academic circles, especially the theoretical research on customization of household appliances in the Internet environment, which is the purpose of this paper. This paper takes the practice and prospect of customizing the products of Chinese traditional household appliances enterprises under the Internet environment as the research object, adopts the method of combining theory and practice, case analysis and contrast analysis. This paper tries to find out the experience and lessons left by the custom mode practice in China's home appliance industry for decades, and looks forward to the new future of the custom mode of home appliance under the environment of Internet. This paper reclassifies the customization mode according to whether it is mass production or not, which is divided into three modes: personalized customization, large-scale customization and 3D printing production. Both B2B customization and C2B customization belong to large-scale customization. Since 2000, China's home appliance enterprises have begun to cooperate with appliance distribution enterprises in B2B customization. B2B customization enables home appliance enterprises to better meet the needs of consumers and reduce the behavior of dealers hitchhiking. And maintain the stability of the sales system. Starting in 2010, C2B customization mode includes customization with third-party e-commerce platform and customization in its own shopping mall. C2B customization enables home appliance enterprises to master the marketing methods under the network environment. In the business environment to better meet the needs of consumers. For e-commerce platform, C2B customization will enhance the ability of Internet enterprises in hardware design, manufacturing and supply chain management. 3D printing will make supply chain more agile and become the future direction of home appliance customization. Customization mode is also an effective practice of participating marketing methods. In the future, customization mode will be combined with group purchase, crowdsourcing, crowdfunding and other Internet marketing models, and become an effective method for enterprises to build their own ecology. At the same time, in the field of small home appliances, customization mode has a huge market opportunities.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F273.2;F426.6
本文编号：2422942
[Abstract]:The 21 st century is the century of Internet, network economy develops at full speed. In the new millennium, the electronic commerce industry of our country has appeared the explosive growth, appeared Alibaba, JingDong and so on the global leading electronic commerce enterprise, the net purchase is becoming the social consumption important component gradually. At the same time, the traditional manufacturing industry, such as home appliances, does not seem to catch the free ride of e-commerce, profit decline, fierce competition. In this context, home appliances and other traditional industries have begun to explore how to better integrate with the Internet, and how to cooperate with e-commerce platform to adapt to the development of the times and meet the diversified consumer demand. As a result, the network customization of household appliances will emerge as the times require. But at present, there are few researches on the customization of household appliances in academic circles, especially the theoretical research on customization of household appliances in the Internet environment, which is the purpose of this paper. This paper takes the practice and prospect of customizing the products of Chinese traditional household appliances enterprises under the Internet environment as the research object, adopts the method of combining theory and practice, case analysis and contrast analysis. This paper tries to find out the experience and lessons left by the custom mode practice in China's home appliance industry for decades, and looks forward to the new future of the custom mode of home appliance under the environment of Internet. This paper reclassifies the customization mode according to whether it is mass production or not, which is divided into three modes: personalized customization, large-scale customization and 3D printing production. Both B2B customization and C2B customization belong to large-scale customization. Since 2000, China's home appliance enterprises have begun to cooperate with appliance distribution enterprises in B2B customization. B2B customization enables home appliance enterprises to better meet the needs of consumers and reduce the behavior of dealers hitchhiking. And maintain the stability of the sales system. Starting in 2010, C2B customization mode includes customization with third-party e-commerce platform and customization in its own shopping mall. C2B customization enables home appliance enterprises to master the marketing methods under the network environment. In the business environment to better meet the needs of consumers. For e-commerce platform, C2B customization will enhance the ability of Internet enterprises in hardware design, manufacturing and supply chain management. 3D printing will make supply chain more agile and become the future direction of home appliance customization. Customization mode is also an effective practice of participating marketing methods. In the future, customization mode will be combined with group purchase, crowdsourcing, crowdfunding and other Internet marketing models, and become an effective method for enterprises to build their own ecology. At the same time, in the field of small home appliances, customization mode has a huge market opportunities.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F273.2;F426.6
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