马瑾

【摘  要】论文分析制造业和零售业两个端点，研究数字化变革对生产到销售的影响，为更精准地定位消费者的需求，思考促进创新的关键要素，为机遇和威胁的到来提前作好准备。从洁具生产企业实力老品牌和新兴数字陶瓷厂的对比，思考数字工厂横向迭代的演变过程。从供应链上游到零售业下游，纵向分析零售业生产体系在供需关系中的数字化演变过程。新的数字技术加快了经济社会各领域的深度融合，对企业的内部管理、外部竞争等都产生了深刻影响，企业需要进一步加快数字化转型，聚集创新的各种关键要素，强化企业创新主体的地位，最终支撑创新型国家的建设。

【Abstract】This paper analyzes the two endpoints of manufacturing and retail， and studies the impact of digital change on production to sales. In order to more accurately position the needs of consumers， the paper considers the key elements to promote innovation， and prepares for the arrival of opportunities and threats in advance. From the contrast between the strength of the old brand of sanitary ware manufacturers and the new digital ceramics factory， the evolution process of horizontal iteration of digital factory is considered. From the upstream of supply chain to the downstream of retail industry， the digital evolution of retail production system in the relationship between supply and demand is analyzed longitudinally. New digital technology speeds up the deep integration of economic and social fields， and has a profound impact on the internal management and external competition of enterprises. Enterprises need to further accelerate digital transformation， gather various key elements of innovation， strengthen the position of enterprises as innovation subjects， and ultimately support the construction of an innovative country.

【关键词】数字制造业;数字零售业;数字经济时代;数智化

【Keywords】digital manufacturing; digital retail; era of digital economy; digitalization and intelligence

【中圖分类号】F49                                             【文献标志码】A                                                 【文章编号】1673-1069（2021）12-0170-03

1 引言

从制造的源头到零售的出口，数字化变革让制造业和零售业都呈现出了生机勃勃的态势，从旧的工艺、经济秩序到新科技投产、新经营模式蜕变，从工厂到O2O销售，数字化的影响力波及万事万物。这些变化都有什么特点，有什么关联，对企业管理带来哪些新的思考？

2 同业态看制造业数字化演变的特点

通过对不同时期两家同业态洁具生产企业的智能数字化演变的分析，从“数字工厂”入手追溯变化的开始，探究制造企业管理中面临的转型问题。

首先分析国内知名的DK洁具生产企业，其专注于亚克力洁具的生产，产出的洁具色彩丰富，光洁度好，客户满意度较高。……