众包模式在中国家具制造企业的应用探索——基于英国MADE的案例解析

首先,对英国MADE的商业模式进行解析,MADE本质上是一种双重网络众包,MADE扮演了中介机构和发包方的双重角色。其次,将MADE商业模式与中国家具制造企业的运作模式进行对比,MADE的优越性主要体现在精准把握、呈现消费需求,较强的资源整合能力和创新效率,弱化品牌对产品溢价的影响,取消中间环节;局限性体现在目标顾客群体的限制和较长的等待周期。借鉴MADE模式,中国家具制造企业可以尝试有效运用大众智慧来提升企业创新能力,重新定义企业的竞争优势。众包模式在中国有广阔的发展前景,同时给中国的家具制造企业带来严峻的挑战。中国家具制造企业应理性对待众包的出现,可以将改良型的众包作为商业体系的有益补充。中小家具制造企业可以尝试用威客形式提高企业创新能力;大型家具制造企业可以借助网络平台进行初级、中级、高级阶段的改良型众包尝试。

Application of Crowdsourcing in Chinese Furniture Manufacturing Enterprises---Based on the analysis of MADE

At first, the article analyzed the business model of the British MADE. MADE is essentially a dual network crowdsourcing, MADE played a dual role of intermediaries and the employer. Next, MADE business model was compared with Chinese furniture manufacturing enterprise, MADE’s advan-tage is mainly reflected in the precise grasping, showing consumer demand, strong ability to integrate resources and innovation efficiency, weakening the influence on product brand premium, the abolition of intermediate links; the limitations of MADE reflected in the limits of the target customer groups and long wait cycle. By drawing on the MADE model, Chinese furniture manufacturers can attempt to ef-fectively use the wisdom of crowds to improve the innovation capacity of enterprises and redefine the competitive advantage. Crowdsourcing had broad prospects for development in China, which also bring serious challenges to Chinese furniture manufacturing enterprises. Furniture manufacturing enterprises of China should be rational treatment to the appearance of the crowdsourcing, which can be a useful complement to the current commercial system. Small furniture manufacturing enterprises can try to im-prove their ability to innovate with Witkey form; large furniture manufacturing enterprises can make use of the network platform for improved crowdsourcing attempt, which can be decomposed into begin-ner, intermediate and advanced stages.