摘要
摘要
随着电商企业和制造业企业联手，不断在产业链上的渗透和扩张，以高质
低价产品的冲击新的市场领域，C2M模式的快速发展给电商企业提供了一个新
机遇，也为企业指出了一个非常好的创新方向。
X公司作为国内超百场大型赛事官方合作媒体和赛事报名平台，借助国内大
型赛事和旗下自媒体的推广，前期积累了的大量垂直用户，不仅提供多种配套
服务满足大型赛事的采购需要，还帮助赛事公司的宣传推广。公司运用供应链
管理和市场营销等能力，以 C2M模式为方向，结合大规模定制的理念，将重构
企业的价值链，打造新型供应链平台，为用户提供精准服务。
拥有大量 C端流量的互联网媒体与制造业终将实现一起转型，给用户带来
更优质更多元化的服务和产品。X公司作为互联网媒体中的一员，将为用户提供
优质的产品和服务为己任，积极推进 C2M模式走向专业化和科学化的发展道路。
通过对价值链中价值创造的研究，认清价值链与价值链之间、价值系统内
部之间的协同效应，进而达到发现价值和创造新价值的目的，C2M模式作为新
型模式，为价值链理论的发展以及电商公司价值链的应用和实践提供借鉴和思
路。
关键词：电子商务；大规模定制；C2M；价值链；营销策略
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Abstract
Abstract
With the cooperation between e-commerce enterprises and manufacturing
enterprises, continuous penetration and expansion in the industrial chain, and the
impact of high-quality and low-cost products on the new market, the rapid
development of C2M mode provides e-commerce enterprises with a new opportunity,
and also points out a very good novation direction for enterprises.
As an official cooperative media and event registration platform for over 100
large-scale events in China, X Company has accumulated a large number of vertical
users in the early stage through the promotion of domestic large-scale events and
its“we media”.
It not only provides a variety of supporting services to meet the procurement of
large-scale events, but also helps the event company to promote and promote the
events. The company applies supply chain management and marketing capabilities,
takes the C2M model as the direction, and combines the concept of mass customization
to reconstruct the value chain of the enterprise, create a new supply chain platform, and
provide accurate services for users.
Internet media with a large amount of C-terminal traffic and the manufacturing
Industry will eventually transform together, bringing better quality and more
diversified services and products to users. As a member of Internet media, X Company
will take it as its own responsibility to provide users with high-quality products and
services, and actively promote the C2M model to the professional and scientific
development road.
Through the study of value creation in the value chain, identify between value
chain and value chain, synergistic effect between value within the system, thus achieve
the purpose of discovery value and create new value, C2M mode as a new mode, for
the development of the theory of value chain and electricity companies provide
reference and train of thought and practice of the application of value chain.
Key words: E-commerce；Mass customization； C2M； The value chain；
marketing strategy
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目录
目录
第一章绪论..............................................................................................................1
第一节选题背景与意义....................................................................................1
一、选题背景.................................................................................................1
二、选题意义 ................................................................................................................... 2
三、实践价值 ................................................................................................................... 2
第二节文献综述与 C2M国内发展历程..........................................................3
一、文献综述 ................................................................................................................... 3
二、C2M国内发展历程 .................................................................................................. 6
第三节研究方法和研究路径............................................................................8
一、研究方法 ................................................................................................................... 8
二、研究路径 ................................................................................................................... 9
第二章理论基础 .................................................................................................. 11
第一节价值链理论..........................................................................................11
第二节营销理论.............................................................................................. 11
第三节大规模定制概念.................................................................................. 13
第四节价值链理论与 C2M营销模式的融合................................................ 15
第三章 X公司现状和价值链分析.................................................................. 19
第一节 X公司概况.......................................................................................... 19
一、公司简介 ................................................................................................................. 19
二、公司组织结构.......................................................................................................... 19
三、人才队伍情况.......................................................................................................... 20
四、发展环境 ................................................................................................................. 20
第二节 X公司运营和营销现状与面临问题.................................................. 22
一、运营和营销现状 ...................................................................................................... 22
二、面临问题 ................................................................................................................. 26
第三节 X公司价值链分析.............................................................................. 28
一、公司现价值链分析 .................................................................................................. 28
二、现价值链存在问题 .................................................................................................. 29
三、价值链改造思路 ...................................................................................................... 30
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