| 消费者视角下中小企业社群动态定制仿真建模及其管理策略研究 |
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| 引用本文： | 林莉,王玉,吴嘉聪. 消费者视角下中小企业社群动态定制仿真建模及其管理策略研究[J]. 中国管理科学, 2022, 30(3): 13-29. DOI: 10.16381/j.cnki.issn1003-207x.2020.0796 |
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| 作者姓名： | 林莉 王玉 吴嘉聪 |
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| 作者单位： | 1.暨南大学管理学院,广东 广州510632; 2.暨南大学国际商学院,广东 珠海510970 |
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| 基金项目： | 国家自然科学基金资助项目(71772075,71672074);国家自然科学青年基金资助项目(71302153) |
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| 摘 要： | 移动互联时代下,基于在线社群的聚合力和社群经济效益的社群定制模式,如何有效解决大部分中小定制企业普遍面临的定制顾客少、销售转换率低及总体利润低等问题,是定制企业界目前亟待解决的重要问题之一。针对此,首先,本文对社群定制模式和一般在线定制模式进行定性分析,阐明两种定制模式的实现路径和特征,对其差异性进行归纳。然后,从消费者行为角度出发,结合定制模式的实现路径和差异性,分别建立多Agent仿真模型,分析两种定制模式下定制销售转化率、购买人数、消费者满意度和企业利润的差异,从而验证社群定制模式的有效性。最后,进一步研究不同企业和市场特征对社群定制与一般在线定制模式定制效果的影响,并探讨社群特征对社群定制效果的影响,为企业有效的定制选择及社群定制实现提供相应的管理策略。
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| 关 键 词： | 社群定制模式 销售转化率 消费者行为 多Agent模型 社群定制策略 |
| 收稿时间： | 2020-05-04 |
| 修稿时间： | 2020-12-29 |
Customer Perspectives and Online Customisation Strategies: A Simulation Model of Online Community-Based Dynamic Customisation in Small and Medium-Sized Enterprises |
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| LIN Li,WANG Yu,WU Jia-cong. Customer Perspectives and Online Customisation Strategies: A Simulation Model of Online Community-Based Dynamic Customisation in Small and Medium-Sized Enterprises[J]. Chinese Journal of Management Science, 2022, 30(3): 13-29. DOI: 10.16381/j.cnki.issn1003-207x.2020.0796 |
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| Authors: | LIN Li WANG Yu WU Jia-cong |
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| Affiliation: | 1. School of Management, Jinan University, Guangzhou 510632, China;2. International Business School, Jinan University, Zhuhai 519070, China |
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| Abstract: | With the growth of customers’ personalised needs and the improvement of supply chain technology, more and more enterprises are offering customised products to enhance their competitiveness in the market. Although several enterprises have already successfully implemented online customisation toolkits to achieve mass customisation, some enterprises have abandoned similar initiatives due to project failures. Most small and medium-sized enterprises (SMEs) face the challenges that include insufficient customers using customisation services, low sales conversion rates, and low enterprise profits, due to the limitations of customized production capacity and the characteristics of personalised needs. |
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| Keywords: | online community-based customisation (OCC) sales conversion rate customer behaviour agent-based simulation model strategies for OCC |
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