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案例编号: OM-0235
被浏览次数: 987 次
案例名称: 红星美凯龙:“家居流通4.0”引领互联网+供应链下的家居流通业全面升级
译名: Red Star Macalline: “Home furnishing circulation 4.0” leads the home furnishing industry to roundly transform and upgrade under Internet plus supply chain
案例作者: 余玉刚,周思捷,史烨
作者单位: 中国科学技术大学
指导者:
译者:
背景单位名称: 红星美凯龙家居集团股份有限公司
行业: 建筑、建材业与房地产业
规模: 大型
案例涉及的职能领域: 生产运营部门
案例语种: 中文
案例长度(页): 18 页
案例类型: 描述型
中文关键词: 家居流通;互联网+供应链;转型升级
英文关键词: Home furnishing circulation; Internet plus supply chain; transformation and upgrading
中文摘要: 随着中国经济增长步入新常态,消费者的消费习惯和生活方式发生深刻改变,传统商贸流通企业受到很大冲击,一些家居企业尝试触网转型,搭建电商平台,但由于产品差异、物流配送等问题,鲜有成功案例。作为家居龙头企业的红星美凯龙是如何提升新常态下的竞争力、引领行业转型?面对移动互联的冲击,美凯龙又是如何成为第一家家居流通业的上市公司?本案例以红星美凯龙在2016年开展的 “家居流通4.0”转型升级为背景,阐述美凯龙互联网+供应链的前因后果、总任务、过程、措施和成效,剖析家居流通企业在移动互联浪潮中呈现平台供应链化的新问题和新特点。
英文摘要: As Chinese economy grows into a new normal, profound changes have taken place in consumers' consumption habits and lifestyles and traditional commercial circulation enterprises have been greatly challenged as well. Some home enterprises try to get access to Internet and set up e-commerce platforms. However, due to product differentiation, logistics delivery and other problems, there exists few successful cases. As a leader of industry, facing various business’ pain points, such as numerous counterfeiting of household products, high operating costs, inefficient circulation and consumers’ poor shopping and after-sales service experience, how Macalline can enhance its competitiveness in the new normal and lead the restructuring and promotion of whole industry? How Red Star Macalline develop into the first listed company of household furniture circulation under the huge impact of mobile Internet? This case is based on the transformation and upgrading called " Home furnishing circulation 4.0" launched by Red Star Macalline in 2016. We explain the antecedents, consequences, general assignment, processes, measures and achievements of Macalline’s Internet + supply chain. Consequently, we also analyze the newly presented problems and features of home circulation enterprises’ supply chain platformization within trend of mobile Internet.
适用对象: 本科生,硕士生,工商管理硕士(MBA),
编写方式: 采编
案例年代: 2017
案例入库时间: 2018-04
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