中文摘要：

对于个性化定制和大规模标准化生产之间的两难,主流研究一直试图以生产者为中心来寻求理论突破,而忽视了个性化需求黑箱的解构与供求路径贯通问题。本文针对这一分析盲点,从需求个性化与同质化对立统一属性的解析及其与大规模定制之间的对应、转换着手,通过理论建构和案例分析论证了基于互联网＋的大规模智能定制实现机理,为解决前述两难问题提供了新的思考与经验素材。研究表明,借助互联网＋的虚拟市场效应和数据化技术效应,企业可以在规模意义上通过个性化需求的同质化解构、同质化需求的标准化生产、标准化部件的个性化加总,达到个性化定制和大规模标准化生产之间的无缝衔接。在此基础上,本文进一步认为,基于互联网＋的大规模智能定制使得以全面成本领先与差异化为核心的经典定位框架让位于平台、利基的新二元战略定位;而面向消费终端完美体验的＂跨界＂服务能力培育、供给侧生产与网络治理能力投资成为大规模智能定制的关键支撑。同时,就中国制造企业而言,基于互联网＋的大规模智能定制蕴含着GVC扁平化、能力提升与平台包络三重跃迁空间。

英文摘要：

For the dilemma between customization and mass standard production,the mainstream research has been trying to seek theory breakthrough from the center of producer,but has ignored the deconstruction of the black box of personalized needs,and also the path between supply and demand.Directing against the blind spot above and from the point of the ambidexterity between personalization and homogenization and its correspondence with mass customization,this paper demonstrates the mechanism of mass intelligent customization based on Internet plus through theoretical analysis and case study that provides new thought and practical element to this kind of dilemma.It shows that with the help of virtual market and data technology effect by Internet plus,enterprise can able to realize seamless link between customization and mass standard production through consubstantial deconstruction of personalized needs,mass production of homogeneous demand,and personalized total plus of standard parts.According to the conclusions above,it further suggests that for mass intelligent customization based on Internet plus,differentiation and total cost leadership in the classic positioning frame will be substituted by platform and niche strategy.At the same time,the cultivation of crossover service capability aiming at consumer perfect experience and the ability investment of supply side production and network governance will become key support for mass customization.In addition,mass intelligent customization contains triple upgrading space through flat GVC,capability development and platform envelopment for Chinese manufacturing enterprises.