Study On Online Customization Permission And Product Configuration Method Based On Consumer Demand

With the rapid development of electronic commerce technology and the characteristics of consumer demand for personalized,custom pattern application of mature,let manufacturers to a certain extent,to get rid of the influence of restricted by retailers and distributors sales channels,and make the product configuration applications more widely,in the process of configuration configuration constraints,more and more needed to be considered,At the same time,the complex channel makes the game of authorization allocation within the customized service provider more complicated,which makes the research more difficult.Based on this,this article to consumer demand as the guidance,to consider in compound channels of the supply chain structure,which is dominated by the established manufacturers of products manufacturers and retailers online custom permissions game model and considering the process of product configuration model,hybrid configuration constraints in consumer demand is discussed under the guide of research products online custom permissions and product configuration method.Among them,the main research work of this paper is as follows:First of all,the research on which is dominated by the manufacturers product customization between manufacturers and retailers permissions game behavior,based on the KANO demand analysis model,build the manufacturer and retailer Stackelberg game model of product customization jurisdiction,discuss custom permissions homogeneity and custom permissions differentiation product customization permissions of equilibrium solution,with different model,The influence of factors such as market potential demand and wholesale price on the optimal profit of manufacturer and retailer is discussed.Secondly,the problem of product configuration in online customization of consumer products is studied.Considering that there are not only component configuration constraints,but also service and associated configuration constraints in the actual customization process,a product configuration process model based on multidimensional mixed constraints of product and service is proposed.By setting the price sensitivity coefficient of consumers to products and services,and aiming at maximizing consumers' utility and manufacturers' profit,the hybrid allocation process model of products and services was constructed considering the constraints of hybrid allocation.Finally,an online customization process of an automobile manufacturer is taken as an example to apply the game model and product hybrid configuration process model.The research shows that the higher the product customization permission,the higher the profit of the customization service provider,but only when the product customization permission is completely differentiated,the balance of the product customization permission game can be reached.In the mixed configuration of products and services,the profit of manufacturers decreases with the increase of the price sensitivity of consumer products and services.For manufacturers,customers who pursue cost performance and those who are less sensitive to products and services can bring them more profits.The game model of product customization rights between manufacturers and retailers and the mixed configuration process model of products and services constructed in this paper have certain reference significance to further improve the theory of online product customization,and have practical guiding significance to promote the development of product customization in the management of manufacturing and retail industry.