According to the structural contradiction that personalized demand is greater than supply, taking B2C authoritarian manufacturing as the competitive environment, this paper constructs a game model of C2B democratic manufacturing, and makes positive research on the theoretical proposition of the game analysis through the red collar case.
The results show that there are three mechanisms in C2B democratic manufacturing: matching of demand and supply, compatibility of cost and utility, coordination of scope economy and scale economy. If personalized product providers innovate the C2B operation mechanism, they can resolve the contradiction between personalized demand and standardized production and achieve efficient matching between demand and supply. If personalized product providers innovate the big data enabling mechanism, they can resolve the problem of incompatibility between cost and utility and meet the personalized demand of consumers at a low cost. If personalized product providers innovate the cooperation mechanism of value co-creation, they can coordinate the conflict between scope economy and scale economy and realize mass democratic manufacturing. Starting from C2B operation, big data enabling and value co-creation coordination, personalized product providers innovate the mechanism of C2B democratic manufacturing enabled by big data, which can improve consumers' democratic manufacturing willingness, product competitive advantage and corporate profitability. The research results have an important reference value for the transformation and upgrading of traditional manufacturing industry.