Welcome to visitOfficial Website Of Qingdao Feihang Casting Machine CO. LTD!
Navigation

Hotline 矫:15966868666 孙:15863112228

The current position: Home > News > The single product of manufacturing enterprises can no longer meet the needs of differentiation

The single product of manufacturing enterprises can no longer meet the needs of differentiation

Release time:2019-01-24

With the development of economy, most customers are no longer satisfied with the goods themselves, but need more services and the services accompanying the goods. The redefinition of offering as goods - service package conforms to customers' expectations and helps to meet customers' needs. Therefore, more and more traditional manufacturing enterprises begin to attach importance to service. By providing customers with more value-added services, manufacturing enterprises shift from the original product homogeneity to service differentiation, and from selling a single product to providing an overall solution. Manufacturing servitization is a kind of advanced manufacturing mode with deep integration of manufacturing and service. At present, manufacturing for the key issues in the research frontiers of service: manufacturing business model of service competitiveness influence mechanism research, product and service optimization matching with the design, manufacture and services integrated optimization decision-making control, supply chain collaborative management of service product research, new information technology in the transformation of service research, etc.


The concept of servitization of manufacturing was first proposed by Vandermerwe and Rada in 1988. Later, Andy Needly of Cambridge university defined manufacturing servitization as the organizational ability and process innovation of creating value for customers and enterprises through the transformation from selling products to providing products and related services, namely product service system. In strategy, manufacturing service can improve the relationship with customers and contribute to the sustainable development of enterprises. Economically, the profit margin of the service is high and the revenue stream is stable. In terms of environment, the product lifecycle management implemented by manufacturing enterprises under servitization will lead to the reduction of resource consumption by enterprises. "Made in China 2025" clearly points out that producer services are an important fulcrum for the transformation and upgrading of manufacturing industry and the only way for the upgrading of industrial value chain.


Manufacturing servitization includes three main modes. Taking philips NMR equipment as an example, under the product-oriented manufacturing servitization mode, philips sells equipment to the medical structure and provides maintenance and other services during the use of equipment. In the usage-oriented mode, philips rents equipment to medical institutions and charges rental fees according to the use time. In a results-oriented mode, philips directly provides inspection services and final inspection diagnosis results. At the early stage, researches on the servitization of manufacturing were mainly concentrated in Europe. Around 2008, Chinese scholars also started the research on the servitization of manufacturing, and called the business model of manufacturing enterprises' transformation to servitization as service-oriented manufacturing. There are mainly well-known scholars from Shanghai jiaotong university, xi 'an jiaotong university and other universities, among which Shanghai jiaotong university completed a key project of national natural science foundation for service-oriented manufacturing in China in 2013. Both the number of research papers published and the guidance of enterprise practice, are in the forefront of the world. The following three research fronts of manufacturing servitization are analyzed, including the research on the competitiveness of manufacturing servitization business model, product servitization supply chain, new information technology and manufacturing servitization.


(1) manufacturing business model of service competitiveness research while the advantage of the business model of service of great academic and corporate recognition, but in many well-known manufacturers such as IBM, Rolls-Royce and shan drum successful transformation at the same time, also appeared many companies such as Intel and Interface profit fell in the transformation of service, and eventually abandoned as a service business, is referred to as the paradox of service profession. The research on the competitiveness of manufacturing servitization business model is of great theoretical significance in guiding enterprises to choose suitable servitization model. Frontier issues include: the choice of service type; Selection of service breadth and configuration of products; Research on the influence of service input, market competition environment, product characteristics and industry characteristics on service performance.


(2) research on the configuration of product service system product service system refers to the product service package provided by manufacturing service-oriented enterprises, emphasizing the integration of products and services and even the overall solution to achieve the integration effect of 1+1>2. Product and service system configuration starts from understanding customer requirements, which are transformed into product and service characteristic requirements, and then optimized through knowledge engineering or optimization model. With the development of new information technology, product and service configuration should focus on the whole life cycle of product and service, realize the true integration and seamless integration of product, service and information by discovering user needs from data and integrating business model, product, service and information. The frontier issues of product service system and optimization of product and service allocation include: model of product service system and choice decision; Optimized configuration of product service system; Product service system personalized customization methods.


(3) control of manufacturing and service and collaborative research of service-oriented manufacturing as the integration of manufacturing and service requires the integrated optimization control of manufacturing and service process, which requires the organic combination of manufacturing capacity and service capacity, and the formation of complete system functions to achieve the overall optimal system. Manufacturing and service integration control also needs to consider customer behavior due to customer involvement. Moreover, the coupling of product flow and service flow will influence and interact with each other, so they need to be managed cooperatively. The rapid development of information technology helps manufacturing enterprises realize integrated control and collaborative management of manufacturing and service. The research frontiers of integrated manufacturing and service control and collaborative management include: joint forecasting of product and service demand; Optimized allocation and real-time allocation of manufacturing and service hybrid system resources; Optimization of manufacturing and service integration control system under new information technology; Cooperation mechanism between product manufacturers and service providers, etc.


(4) research on manufacturing servitization based on new information technology the new generation of information technology represented by big data, cloud computing and Internet of things not only enhances the function and effect of products and services, but also creates new value-added value by providing services based on new information technology, and at the same time produces new service operation mode. Therefore, the research on service mode and its selection method under the background of new information technology is of great significance for promoting the transformation of enterprises into intelligent and service-oriented enterprises, strengthening the integration of products and services, and enhancing the market competitiveness of enterprises. The research frontier of new information communication technology and servitization includes: research and application of new information communication technology to achieve product and service integration; Study new service forms under the background of new information and communication technology; Research on value creation mode of manufacturing enterprises; Research on the servitization transformation of manufacturing enterprises under the background of information and communication technology. At present, with the rapid development of new information technology, the research on the impact of information technology on the servitization of manufacturing enterprises is the research frontier. The current research mainly focuses on the mechanism of new information technology to promote the servitization transformation, including the ability of new information technology in the servitization transformation. In addition, it is necessary to further consider customer behavior and demand, and constantly improve the integrated optimization theory of product design, manufacturing and service. Product service supply chain needs to realize the coordination of manufacturing system, maintenance system, spare parts supply system and logistics system, especially the supply chain coordination under the use/result-oriented product service system. The interdisciplinary research of computer science, operations research, management science, engineering and other disciplines should be further strengthened, which is also the direction of future research and development. From the perspective of application, it is imperative and promising for China to promote service-oriented manufacturing in high-end equipment manufacturing fields such as large aircraft, high-speed railway, ships and nuclear power.