基于增值服务理念的服务型汽车制造业发展模式研究

发布时间：2018-09-16 19:01

【摘要】：随着社会的进步和发展，制造扮演的角色发生了很大变化，过去重视产品及产品的实现（即制造），但现在产品越来越成为手段和辅助。从供求关系角度来看，目前已基本不存在供不应求的产品，产能过剩是制造企业普遍的问题，越来越不适应客户的需要。客户的关注角度从物理产品到产品的效用及相关服务的转变，为传统的制造业转型指明了发展道路。汽车行业是一个涉及的产业链条比较长、覆盖的产业面比较宽的行业，同时，随着我国连续四年位居全球第一大汽车产销国家，其在国民经济中具有举足轻重的地位。我国也面临着要从汽车制造大国向汽车强国的转型发展。要求传统的汽车制造业以“生产制造”为中心，转向以“汽车客户需求”为中心。然而，并非所有传统的汽车制造企业都可以通过向服务型汽车制造企业转型实现发展。本文对向服务型汽车制造企业转型的条件进行了分析。根据服务型汽车制造企业的特征，向服务型汽车制造企业转型要求汽车制造企业具备一定的市场份额和汽车保有量。本文对服务型汽车制造企业的发展模式和商业模式进行了研究，提出了传统汽车制造企业向服务型汽车制造企业转型的模式，即基于内外部资源整合的研发转型、营销转型、生产制造模式变革，内部管理由职能化向流程化转变等。为我国传统汽车制造企业向服务型汽车制造企业转型提供了理论指导。增值服务产品开发是传统汽车制造企业向服务型制造企业转型的关键。基于价值链理论，提出了基于客户需求的增值服务开发流程，包括客户价值定量分析、客户细分、价值提炼、定量分析、参数设计、企业内外部资源评估、服务产品的产业化。本文基于汽车产品生命周期和用户经营全过程的需求分析，提出了系列增值服务，如金融服务、车联网/物联网服务、第四方物流服务等构成了服务的骨架，据此可创新出更多的增值服务产品，包括加气加油优惠服务、配件业务、二手车、零部件回收业务、与互联网融合业务等。虽然当前已有许多基于汽车的增值服务产品，但是各种增值服务产品之间没有形成协同效应。汽车整车厂具备通过整合或自身开发的模式创建基于汽车的生态系统平台。如汽车是所有增值服务的载体，同时整车企业具备与客户紧密联系的天然优势。基于此，本文提出了基于增值服务的汽车制造企业平台化的商业模式。从而为客户提供产品生命周期和客户经营全过程的整体解决方案，，形成紧密和高忠诚度的客户关系。为了对传统汽车制造企业向服务型汽车制造企业的转型程度提供评价依据，本文基于平衡计分卡这一战略绩效管理工具以及服务型汽车制造企业的特征，构建了服务型汽车制造企业的评价指标体系。其中，包括6个一级指标和16个二级指标。采用层次分析法确定了各个指标的权重，并用模糊综合评价法对向服务型汽车制造企业转型过程进行综合评价。最后，本文以陕西重型汽车有限公司为例进行了实证研究，分析了其从传统汽车制造企业向服务型汽车制造企业的转变过程。并采用模糊综合评价方法对其向服务型汽车制造企业转型的过程进行了综合评价。这为我国汽车制造企业如何构建可持续的发展模式，在激烈的竞争中如何构建独特的竞争优势，推进我国汽车制造企业向服务型汽车企业转型提供了理论依据和成功案例，具有重大的实用价值。
[Abstract]:With the progress and development of society, the role of manufacturing has changed a lot. In the past, we paid more attention to the realization of products and products (i.e. manufacturing), but now products are becoming more and more means and assistance. To meet the needs of customers. The change of customer focus from physical products to product utility and related services has pointed out the development path for the transformation of traditional manufacturing industry.
The automobile industry is an industry which involves a long chain and covers a wide range of industries. At the same time, with China ranking the world's largest automobile production and marketing country for four consecutive years, it has a pivotal position in the national economy. However, not all traditional automobile manufacturing enterprises can realize their development through the transformation to service-oriented automobile manufacturing enterprises. This paper analyzes the conditions for the transformation to service-oriented automobile manufacturing enterprises. The characteristics of the industry, the transition to service-oriented automobile manufacturing enterprises require automobile manufacturers to have a certain market share and car ownership.
In this paper, the development model and business model of service-oriented automobile manufacturing enterprises are studied, and the transformation model from traditional automobile manufacturing enterprises to service-oriented automobile manufacturing enterprises is put forward. The traditional automobile manufacturing enterprises provide theoretical guidance for the transformation of service-oriented automobile manufacturing enterprises.
Value-added service product development is the key to the transformation of traditional automobile manufacturing enterprises to service-oriented manufacturing enterprises.Based on the value chain theory,a value-added service development process based on customer needs is proposed,which includes customer value quantitative analysis,customer segmentation,value refinement,quantitative analysis,parameter design,enterprise internal and external resource evaluation,service product production. Based on the analysis of the life cycle of automotive products and the needs of users in the whole process of operation, this paper puts forward a series of value-added services, such as financial services, automotive networking / Internet of things services, the fourth party logistics services and so on, which constitute the framework of the services. Therefore, more value-added service products can be innovated, including gas refueling preferential services, accessories business, second-hand services. Vehicle, parts recycling business, and Internet convergence business.
Although there are many value-added service products based on automobiles, there is no synergy between them. Automobile factories have the ability to create an ecosystem platform based on automobiles through integration or self-development. Based on this, this paper proposes a platform-based business model for automotive manufacturing enterprises based on value-added services, which can provide customers with the overall solution of product life cycle and customer management process, and form a close and high loyal customer relationship.
In order to evaluate the transition degree from traditional automobile manufacturing enterprises to service-oriented automobile manufacturing enterprises, this paper constructs an evaluation index system for service-oriented automobile manufacturing enterprises based on the Balanced Scorecard as a strategic performance management tool and the characteristics of service-oriented automobile manufacturing enterprises. The weight of each index is determined by analytic hierarchy process and the process of transformation to service-oriented automobile manufacturing enterprise is evaluated by fuzzy comprehensive evaluation method.
Finally, taking Shaanxi Heavy Truck Company Limited as an example, this paper analyzes the transformation process from traditional automobile manufacturing enterprises to service-oriented automobile manufacturing enterprises, and evaluates the transformation process from traditional automobile manufacturing enterprises to service-oriented automobile manufacturing enterprises by fuzzy comprehensive evaluation method. How to build a sustainable development model, how to build a unique competitive advantage in the fierce competition, and how to promote the transformation of China's automobile manufacturing enterprises to service-oriented automobile enterprises provide a theoretical basis and successful cases, which has great practical value.
【学位授予单位】：长安大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：F426.471

【引证文献】