Study on the Mass Personalization Manufacturing Mode Driven by Co-Creation Knowledge—The New Paradigm of Enterprise Competition
Abstract: 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.
文章引用: 王玉 , 李从东 (2015) 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。 管理科学与工程， 4， 69-77. doi: 10.12677/MSE.2015.44010
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