基于大数据的全渠道供应链服务创新机制研究

The Omni-channel operation is to improve the customer's purchasing experience as the objective. Not only the channels need to maintain their higher service level, but they need to realize the service coordination between channels, which will be amplified the conflict between the manufacturers and the retailers and the whole supply chain, and further stimulate the waiting customer behavior, thus exacerbate the mismatch between product (or service) supply and demand. This project is based on universality of strategic customer behavior and practice of channels competition, firms how to through Omni-channel supply chain to develop service innovation in order to promote the combination of multi-channel and cross-channel integration; how to use big data technology to design the differentiated products and services to meet the needs of different market segments; how to make decisions for the operation system, to effectively realize the matching of supply and demand. Our project focuses on the evolution of channel service innovation and the customer buying behavior in Omni-channel supply chain; the techniques and strategies of big data accelerating service innovation in Omni-channel supply chain; the service pricing strategy based on big data in Omni-channel supply chain; Omni-channel supply chain service innovation ability and their coordination mechanism etc. Through our study, on the one hand for our enterprises to realize customer’s no difference shopping experience to provide decision support, on the other hand, provides the management theory and methods for firm to accelerate the service innovation.

全渠道运营以提高顾客的购买体验为核心，不仅要求各渠道保持自身高水准服务水平，同时要实现渠道间服务协同，这放大了战略制造商与零售商之间乃至整条供应链的冲突，进一步刺激了顾客的等待行为，从而加剧产品供给与需求间的不匹配性。本课题基于战略顾客行为的普遍性与全渠道竞争的现实性，商家如何通过全渠道供应链开展服务创新以促进多渠道组合和跨渠道整合；如何利用大数据加速创新具有差别化的产品和服务以满足不同细分市场需求；如何制定运营系统中所涉及的管理决策，以有效地实现供给和需求的匹配。着重研究渠道服务创新的演化图谱和全渠道供应链下顾客购买行为；大数据驱动下的全渠道供应链加速服务创新的方法和策略；基于大数据的全渠道供应链服务定价策略；基于大数据的全渠道供应链服务创新能力及其协调机制。通过本课题研究，一方面为我国企业实现提供顾客无差别的购物体验提供决策支持，另一方面为全渠道供应链加速服务创新提供管理理论与方法。

基于战略顾客行为的普遍性与全渠道竞争的现实性，企业如何利用大数据技术设计具有差别化的产品和服务以满足不同细分市场需求；如何建立合适的运营模式以有效地提供新型产品和服务；如何制定运营系统中所涉及的管理决策，以有效的实现供给和需求的匹配。结合这些问题，项目组按照计划开展基于大数据的全渠道供应链服务创新机制的理论与关键技术研究。研究了渠道服务创新的演化图谱和全渠道供应链下顾客购买行为；大数据驱动下的全渠道供应链加速服务创新的方法和策略；基于大数据的全渠道供应链服务定价策略；基于大数据的全渠道供应链服务创新能力及其协调机制。其中调研了170多家企业数据；构建大数据驱动的生产决策、产品创新决策生态系统框架，综述并提出数据经济环境下管理决策的新议题；紧密结合现实出现的重要新问题，诸如全渠道定价、服务化、退货、在位制造商阻止、预售、渠道并购、战略顾客行为等新问题，提出缓解渠道冲突和跨渠道供应链协调的相应策略；针对可持续发展以及碳排放规制，研究了中国企业绿色与精益生产实践，提出提升供应链绩效的相关策略，提出产品结构决策和绿色创新组合策略等。本项目在国内外重要期刊已发表论文38篇、会议论文1篇、录用论文5篇。其中已被SCI收录8篇，被EI收录16篇。所得成果受到学者们关注，例如，多篇论文在Web of Knowledge、Engineering Village被他引超过10次，单篇论文被引超过70次。利用本项目所得到的理论与方法开展交叉学科研究，并成功申请到教育部重大攻关项目1项；本项目一些成果已运用到厦门航空工业有限公司和中国建筑集团（香港）等企业。