互联时代C2M高适应性供应链管理的若干关键问题研究

The Internet era has changed the original customers' consumption patterns. Convenience, speediness, cheapness, and personality have become the current main features of consumption trend. However, it is difficult for the traditional supply chain management (SCM) to adapt to new market requirements in the Internet era. Therefore, based on the situation that new customer demand appears and enterprise management needs an urgent change in the Internet era, this project proposes several key research issues for the SCM with high adaptability under customer-to-manufacturer (C2M). First, by the survey of business practices and the analysis of consumer purchase experiences, we try to find methods to obtain demand data under C2M, summarize dynamic customer behaviors and heterogeneous characteristics of consumer demand, and explore the new driving mechanism for the supply chain. Second, our research will study the production and management decisions under C2M environment, and establish a supply chain operations organization and an extremity distribution program to deal with fragmented and heterogeneous consumer orders. Finally, based on the supply chain collaborative management theory, we will reveal the principle of the highly adaptable operations of the supply chain under C2M. And based on the Pooling System, we will establish the implementation way for the C2M supply chain with high adaptability that consists of an order pool and a distribution pool. This study will enrich the theory of SCM, guide C2M's practical operations, and provide theoretical support for the manufacturing enterprises to create a new generation of SCM in the Internet era.

互联时代改变了消费者原有的消费模式。方便、快捷、便宜、个性化已成为新的消费潮流，而传统的供应链管理模式很难适应互联时代新的市场需求。为此，本项目针对互联时代新的消费者需求及企业管理模式变革的情境，提出了以C2M运作模式为基础的高适应性供应链管理的若干关键问题研究的课题。首先，拟通过企业实际调研和消费者购买体验分析，找出获取C2M模式下需求数据的手段与方法，总结动态消费行为和异质性消费需求的特征，发现新的供应链驱动机制；其次，研究面向C2M的生产经营决策机制，建立一套针对零散的、异质性消费者订单的供应链运营组织和末端配送方案；最后，从供应链协同管理理论出发，揭示基于C2M的高适应性供应链运作原理，并建立起基于Pooling System的、以订单池和配送池为实施主体的C2M高适应供应链的实施模式。本研究将在理论上充实供应链管理理论研究，在实践上指导C2M运作，为迈向新一代供应链管理提供支持。

如今消费者可以借助互联平台获得更多信息，对产品个性化与时效性的要求越来越高。消费者行为模式的变化反向拉动了供应链，如何高效组织供应链生产活动并及时将产品交付给消费者，成为C2M模式下供应链管理的关键问题。.首先，本课题归纳总结了消费者新的需求特征，通过实证研究分析了电子商务环境下服务质量的影响因素，并对比了不同的需求管理与满足策略；其次，本课题研究了Pooling System的概念并分析了其在供应链管理中的枢纽作用，从末端配送及末端节点选址等方面阐述了其功能；之后，本课题探讨了团购、预售、众筹等背景下企业的最优销售策略，研究了动态消费信息下企业的生产及库存控制策略，提出了销售与制造联动、多渠道运营、资金流和物流协同等方案。最后，针对消费者个性化、时效性和便利性的要求，研究了异质化订单配送模型，设计与优化了配送方案。.依托于该自科基金，本课题共发表了10篇英文论文，8篇中文论文。研究成果充实了供应链管理的理论体系，提高了C2M模式下供应链服务水平，对企业需求管理、销售管理、生产及库存控制、配送优化等多方面有很强的指导意义。