互动创新知识驱动的大规模个性化定制生产模式研究—企业竞争的新范式
Study on the Mass Personalization Manufacturing Mode Driven by Co-Creation Knowledge—The New Paradigm of Enterprise Competition

随着社交媒体的兴起及信息技术的发展，把互动创新应用于营销、管理和生产等方面将为定制企业带来机遇和挑战，成为越来越多定制生产企业未来的发展方向。本文首先从现有定制方式存在的局限性、互动创新是未来竞争的范式等，分析了互动创新驱动的大规模个性化定制模式出现的必然性；然后，提出了“互动创新驱动的大规模个性化定制”智造生产模式，分析了其运作流程。在客户动态需求环境下，利用该模式能充分发挥“互动创新”的驱动作用，开发利用互动创新知识，促进客户、电商商户、生产商、供应商等供应链上的各方实现双向推拉结合的“互动创新”，从而实现产品创新、市场创新、服务创新。最后，用在线定制Nina鞋的案例应用说明了所提模式的运作过程。
With the rise of social media and the development of information technology, the application of co-creation such as marketing, management, and production will bring opportunities and chal-lenges, and it has become more and more customized production enterprise’s future development direction. This article firstly analyzes the inevitability of the “mass personalization driven by co-creation” pattern from the limitations of MC and personalization, the new paradigm of enterprise competitiveness and so on. Then, this article puts forward the “mass personalization driven by co-creation model”. Under the dynamic customer demand circumstance, it can exploit the co-creation knowledge, and promote the customer, manufacturers, suppliers and other parties to realize two-way push-pull combination of “co-creation” using the mode, so it can realize product innovation, marketing innovation and service innovation. Finally, the application of online custo-mization Nina shoes case proves the operation process of the proposed mode.