【摘要】：21世紀(jì)是互聯(lián)網(wǎng)的世紀(jì),網(wǎng)絡(luò)經(jīng)濟(jì)飛速發(fā)展。進(jìn)入新千年,我國電子商務(wù)產(chǎn)業(yè)出現(xiàn)了爆炸式的增長(zhǎng),出現(xiàn)了阿里巴巴、京東等全球領(lǐng)先的電商企業(yè),網(wǎng)購正逐漸成為社會(huì)消費(fèi)的重要組成部分。而與此同時(shí),家電產(chǎn)業(yè)等傳統(tǒng)的制造業(yè)卻似乎沒有搭上電子商務(wù)的便車,利潤(rùn)下滑,競(jìng)爭(zhēng)激烈。在這種背景下,家電業(yè)等傳統(tǒng)產(chǎn)業(yè)開始紛紛探索如何與互聯(lián)網(wǎng)進(jìn)行更好的結(jié)合,如何與電商平臺(tái)進(jìn)行更好的合作,來適應(yīng)時(shí)代發(fā)展并滿足多元化的消費(fèi)需求。于是,家電產(chǎn)品的網(wǎng)絡(luò)定制便應(yīng)運(yùn)而生。但目前,學(xué)術(shù)界對(duì)于家電產(chǎn)品定制化的研究較少,尤其是缺乏對(duì)家電產(chǎn)品在互聯(lián)網(wǎng)環(huán)境下的定制的理論研究,這也是本文的目的所在。本文以互聯(lián)網(wǎng)環(huán)境下中國傳統(tǒng)家電企業(yè)產(chǎn)品定制化的實(shí)踐與展望為研究對(duì)象,采用了理論與實(shí)踐相結(jié)合的方法、案例分析法與對(duì)比分析法,試圖找到我國家電產(chǎn)業(yè)數(shù)十年的定制模式實(shí)踐留給我們的經(jīng)驗(yàn)與教訓(xùn),并展望互聯(lián)網(wǎng)環(huán)境下家電定制模式的新未來。文章以是否為大批量生產(chǎn)為標(biāo)準(zhǔn)對(duì)定制模式進(jìn)行了重新分類,分為個(gè)性化定制、規(guī)�；ㄖ坪�3D打印生產(chǎn)三種模式。B2B定制和C2B定制都?xì)w屬于規(guī)�；ㄖ�。從2000年開始,我國家電企業(yè)便開始了與家電經(jīng)銷企業(yè)合作的B2B定制嘗試。B2B定制讓家電企業(yè)能夠更好的滿足消費(fèi)者的需要,減少經(jīng)銷商搭便車的行為,并維護(hù)了銷售體系的穩(wěn)定性。從2010年開始,我國家電企業(yè)陸續(xù)開始探索互聯(lián)網(wǎng)環(huán)境下的C2B定制。C2B定制模式包括了與第三方電商平臺(tái)合作的定制和在自有商城上的定制。C2B定制讓家電企業(yè)掌握網(wǎng)絡(luò)環(huán)境下的營(yíng)銷方法,在商務(wù)環(huán)境下更好的滿足消費(fèi)者的需要。對(duì)電商平臺(tái)來說,C2B定制則會(huì)提升互聯(lián)網(wǎng)企業(yè)在硬件設(shè)計(jì)、制造和供應(yīng)鏈管理方面的能力。3D打印則讓供應(yīng)鏈更加敏捷,成為家電定制的未來方向。定制模式也是企業(yè)對(duì)參與式營(yíng)銷方法的有效實(shí)踐。在未來,定制模式將與團(tuán)購、眾包、眾籌等互聯(lián)網(wǎng)營(yíng)銷模式進(jìn)行更多樣、更深度的結(jié)合,并成為企業(yè)自建生態(tài)的有效方法。同時(shí),在小家電領(lǐng)域,定制模式存在著巨大的市場(chǎng)機(jī)會(huì)。
[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.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F273.2;F426.6

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