价值共创视角下的互联网+大规模定制演化——基于尚品宅配的纵向案例研究

The Evolution of Internet Plus Mass Customization from the Perspective of Value Co-creation:Based on the Longitudinal Case Study of Shang Pin Home Delivery Company

消费者驱动的大规模定制是中国制造企业转型升级的重要方向之一,如何逐步实现大规模定制,现有研究尚未深入探讨。本文基于价值共创的理论视角,采用案例研究方法,通过分析尚品宅配公司发展历程中一系列关键事件,系统揭示了大规模定制演化的诱因、过程与结果。研究发现:案例企业的大规模定制经历了四个阶段的演化过程;外在压力与内在动力共同推进了价值共创,基于互动和体验的价值共创又促进了大规模定制的实现;大规模定制的演化路径呈现出定制规模、定制品种、定制环节和定制能力的差异性;价值共创在不同阶段的互动主体、互动环节、互动内容与用户体验表现出不同的特征。本文构建的价值共创视角下大规模定制的演化过程模型对中国制造企业向大规模定制转型具有重要的借鉴意义。

Consumer-driven mass customization is an important direction for the transformation and upgrading of Chinese manufacturing enterprises. The existing research has not deeply invest;- gated how to realize mass customization gradually. This paper, based on the perspective of value co-creation theory, uses standard case study method to systematically reveal the causes, process and results of mass customization evolution, through analyzing a series of critical events in the development of the Shang Pin Home Delivery Company. The study finds that： the case enterprise has experienced four stages of evolution; external pressure and internal motivation interact to drive value co-creation, while value co-creation based on interaction and experience has acceler~ ated the realization of mass customization~ the evolution paths of mass customization present dis- crepancies in customization size, customization variety, customization links and customization ability; value co-creation presents different characteristics in different stages of the interaction be- tween the subjects, the interactive steps, interaction contents and user experience. In this paper, the evolution process model of mass customization from the perspective of value creation has important reference value to the transformation of mass customization for Chinese manufacturing enterprises.