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论文编号：	1786
作者编号：	2120082149
上传时间：	2010/6/9 9:45:22
中文题目：	面向大规模定制的客户知识及其管理研究
英文题目：	Research on Customer Knowledge and Customer Knowledge Management Oriented to Mass Customization
指导老师：	焦媛媛
中文关键字：	大规模定制；客户知识；SECI模型；客户知识管理
英文关键字：	Mass Customization; Customer Knowledge; SECI Model ; Customer Knowledge Management
中文摘要：	随着全球消费市场由卖方市场转向买方市场，市场竞争日益激烈，传统的大批量生产方式已经无法满足顾客快速变化的个性需求，大规模定制俨然已成为21世纪主流的生产和管理模式。与此同时，“以客户为中心”的经营理念已经被企业界广泛认可，客户知识成为企业重要的战略资源。因此，深入研究大规模定制模式下的客户知识，以及如何有效地对其进行管理，成为学术界和企业界迫切需要解决的问题。 由于大规模定制自身的特点和独特优势，大规模定制模式下的客户知识也具备了新的特性。本文通过文献回顾和理论研究，从客户知识的来源和显/隐性质系统地解剖大规模定制模式下客户知识的内涵，并通过客户知识在大规模定制价值链主要环节的流动过程和表现形式进一步对其深入地探讨，挖掘客户知识在大规模定制中重要战略作用。 在对大规模定制模式下的客户知识有了系统的认识之后，本文研究如何对大规模定制下的客户知识进行管理。结合大规模定制模式下客户知识的特性，论文首先分析了大规模定制与客户知识管理的协同性。在此基础上，借鉴知识管理的相关理论和模型，提出面向大规模定制的客户知识管理（CKMMC）的流程：客户知识的获取、处理、共享、应用、创新。然后，根据SECI模型，探讨如何利用社会化、外化、组合和内化四种方法有效地对大规模定制模式下的客户知识进行管理，实现客户知识的获取、处理、共享、应用和创新，使客户知识的价值持续地获得增值，进而实现CKMMC的最终目标，即客户价值与企业竞争优势的共赢。最后，本文以奥的斯电梯公司为例进行案例研究，对前文的理论研究结果进行验证。
英文摘要：	With the transformation of global consumer markets from sellers to buyers, markets’ competition becomes more and more intense. What’s more, traditional mass production methods have been unable to meet customers’ personalized needs which are changing rapidly, so that, mass customization has become the main method of production and management in 21st century. At the same time, the management philosophy of customer focus has been widely accepted in business, and customer knowledge has become an important strategic resource. As a result, further study of customer knowledge under mass customization and how to manage it effectively become an urgent problem to solve in academia and business. The customer knowledge under mass customization possesses new features, due to its own characteristics and unique advantage. Through literature review and theoretical research, this thesis systematically analyzed the content of customer knowledge under mass customization from the aspect of source of customer knowledge and explicit or implicit characters. What's more, through customer knowledge's flowing process and expression forms in mass customization value chain, we deeply investigated the essential role that customer knowledge played. With the understanding of customer knowledge under mass customization, this thesis studied how to manage it. Combing with features of customer knowledge under mass customization, this thesis first studied the cooperative features between mass customization and customer knowledge management. Based on what we have got and draw on knowledge management theories and models, we proposed the process of customer knowledge management under mass customization (CKMMC) , which contained acquisition, dealing, sharing, application, innovation of customer knowledge. Then according the SECI model of knowledge management, we discussed how to make use of socialization, externalization, combination and internalization strategies to effectively manage customer knowledge under mass customization, so as to achieve the acquisition, dealing, sharing, application and innovation of customer knowledge, which make the value of customer knowledge sustained value-added, and then attain the ultimate goal which is to win both customer value and competitive advantage of CKMMC. At last, this thesis studied an example case of Otis Elevator Company, verified the previous research results.
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