摘要
接受“消费者是台发动机”这个事实，意味着要进行更深层次上的商业模式改造。
消费者到底有多幸福？生产者到底有多么难过？我们来看看周鸿祥和雷军之间的微博论战。周鸿袢根据小米公司融资报告中的数据，说雷军的小米手机每台的利润在800-1000元左右，其目的似乎是在揭穿小米手机低利润的迷局；几天后雷军算了个账，声称小米手机的利润在400元左右；冷不妨又出来个号称诺基亚总监的人，细细算了一笔，说小米手机的利润在600元左右。作为回敬，雷军阵营也在微博上不停地讥评周鸿稽即将推出的AK47手机的各种配置。
"It was the best of times, it was the worst of times", the famous remark of English novelist Charles Dickens seems to be always correct. Today, the best time for consumers is coming around, while for the producers, the worst time is arriving. With the popularization of Internet and mobile technologies, the information explosion has destroyed the asymmetric information pattern between consumers and producers. Through various channels—especially social media, consumers learn much more information about products. Their "hunted" role in the traditional marketing system is gone, and today they have started to take the initiative in consumption. For producers, to accept t he fact t hat "consumers are the engines" requires them to deeply transform the business mode. The producers need to learn to talk and communicate with consumers, comply to or even cater to their interest and choice, and change their out-of-date rigid production process. Smart producers have allied with consumers to form a collaborative organism: the consumers decide everything through the links including the Internet, new technology development, production, operation, logistics and sales. With flexible production in small amount and various batches, they can realize a new word in Alvin Toffler's book Revolutionary Wealth —"prosumer", which is the combination of producer and consumer. The future is already coming. Consumers arethe engines of the new business time, and the whole business chain including marketing, retail and production is being transformed. Through long-time interview and research, we hope to present the various problems that challenge our business intelligence as well as the various opportunities in solving these problems.
