制造企业服务化战略与运维商业模式创新的匹配——基于多案例的研究

摘要/Abstract

摘要：

运维服务已经成为制造企业为客户创造价值并获取竞争优势的重要业务形式。从传统的"战略-组织结构"匹配视角很难解释由运维服务价值创造所引发的"服务悖论"现象。本文从"战略-交易结构"匹配视角研究了"运维服务业务层面的商业模式创新如何有效地匹配服务化战略"这一重要的问题。通过对3家实施服务化战略的中国制造企业进行探索性案例研究，根据制造企业嵌入客户运作流程的程度给出了我国制造企业服务化战略的3种主要类型，探讨了服务化战略及其与运维商业模式创新匹配对企业绩效的影响，提出了9个关系命题，构建了服务化战略与运维商业模式创新影响企业绩效的理论框架。研究结果表明：（1）支持产品运维的服务化战略、支持客户运维的服务化战略、接管客户运维的服务化战略对企业市场绩效和财务绩效的影响存在差异；（2）服务化战略与运维商业模式创新匹配对制造企业绩效呈现显著影响，二者的匹配与否分别对企业绩效产生增强型和削弱型两种交互作用。本文的理论贡献在于从业务层面揭示了服务化战略与运维商业模式创新的匹配关系，对制造企业从业务层面规避"服务悖论"陷阱提供了新的洞见。

关键词: 服务化战略, 运维商业模式创新, 企业绩效, 匹配

Abstract:

Maintenance service has become an important business form for manufacturers to create value for customers and gain competitive advantage. "Service paradox" caused by value creation of maintenance services can hardly be explained from the perspective of traditional "strategy-organizational structure" fitting. This paper studies the important issue of how to effectively fit servitizaton strategy with maintenance business model innovation from the perspective of "strategy-transaction structure" fitting. Through the exploratory multi-case study, three types of servitization strategies of manufacturing enterprises in China are identified according to the embedding degree in customer operation process, the influences of servitizaton strategy and fitting with maintenance business model innovation on enterprise performance are explored. Nine propositions are put forward, and theoretical framework of "servitizaton strategy-maintenance business model innovation-enterprise performance" is constructed. The results show:(1) Supporting product maintenance-, supporting customer maintenance- and taking over customer maintenance-servitization strategies have differences in the impact on the market and financial performance; (2) The fitting between servitization strategy and maintenance business model innovation has a significant impact on enterprises performance. Fitting relationship between the two corresponds to enhanced or weakened interaction to the enterprise performance respectively. The theoretical contribution of this paper is to reveal the fitting relationship between servitization strategy and maintenance business model innovation from the business level, and provide a new insight for manufacturers to avoid "service paradox".

Key words: servitization strategy, maintenance business model innovation, enterprise performance, fit

张睿君, 陈菊红, 吴迪. 制造企业服务化战略与运维商业模式创新的匹配——基于多案例的研究[J]. , 2020, 32(2): 308-326.

Zhang Ruijun, Chen Juhong, Wu Di. The Fit between Servitization Strategy and Maintenance Business Model Innovation in Manufacturers: Based on Multi-Case Study[J]. , 2020, 32(2): 308-326.

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