是什么决定了企业推迟产品差异化的意图?

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Journal of Marketing Channels Pub Date : 2018-10-02 DOI:10.1080/1046669X.2019.1658012

A. Ono, T. Kubo

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引用次数: 2

摘要

摘要在当今的日本，越来越多的公司开始采用推迟的产品差异化，以提供大规模定制的产品。大规模定制可以带来满足消费者个性化需求的竞争优势。我们提出了一个因果模型来描述日本经销商为什么以及如何决定推迟产品差异化并提供大规模定制产品。该模型通过结构方程建模和日本汽车经销商的数据集进行了实证测试，这些经销商采用了高度先进的大规模定制系统，在这方面处于世界领先地位。结果表明，不确定性和创新这两个环境因素影响了企业对客户购买大规模定制产品意图的预期，进而影响了企业推迟产品差异化以支持大规模定制的决策。由于不确定性水平的增加和创新形式的演变，大规模定制在未来具有很高的增长潜力。

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What determines firms’ intention to postpone product differentiation?

Abstract In present-day Japan, more firms are beginning to apply postponed product differentiation in favor of providing mass-customized products. Mass customization can lead to competitive advantages in satisfying consumers’ individual needs. We propose a causal model to describe why and how Japanese distributors decide to postpone product differentiation and supply mass-customized products. The model was empirically tested by structural equation modeling with a dataset from Japanese automobile dealers, who have employed highly advanced mass customization systems and are world leaders in this practice. The results show that two environmental factors, uncertainty and innovation, affect firms’ expectations of their customers’ intentions to purchase mass-customized products and, in turn, firms’ decisions regarding postponing product differentiation in favor of mass customization. Mass customization has a high potential for growth in the future due to increasing levels of uncertainty and evolving forms of innovation.

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来源期刊

Journal of Marketing Channels BUSINESS-

自引率

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.