制造企业服务业务扩展及其认知因素研究

制造企业的竞争越来越激烈,几乎所有的企业都要面对快速反应多变市场和应对价格压力的要求,面对越来越小的产品利润空间和越来越复杂的客户需求,本文从对工业服务管理文献分析和制造企业的调查研究入手,揭示了制造企业从纯粹的产品生产者向客户支持方案提供者发展的转移趋势.通过对瑞士和德国30多家机器和设备制造企业进行的调查研究,说明了服务业务对制造企业在开发财务、营销和战略机会上的重要作用,并对转移过程中服务业务的扩展过程进行了总结.结合具体企业实践,本文对制约制造企业扩展服务业务中在管理动机上的认知因素进行了分析和研究.结合中国加入WTO后,中国制造企业将全面融入国际竞争的背景,本文期望对中国制造企业的发展和竞争地位的提高提供理论和实践上的指导.

Study on Extending Service Business and the Cognitive Factors for Manufacturing Company

Competition in markets for manufacturing companies is growing more intense and fierce.Nearly all companies are confronted with the need to respond to ever-faster communication and price pressure.To respond to the decreasing product margins,manufacturing companies have developed a growing interest in extending the service business as a source of generating additional revenues and profits.Extending the service business leads to a step-wise transition from products to services.In this paper,we present the main findings of our empirical study on over 30 Swiss and German machine and equipment manufacturing companies.We depicted systematically the causes and processes of the transition while analyzing the finance,marketing and strategic opportunities of services business,and analyzing the transition line from product manufacturer to solution provider.With the consideration of why many companies have not yet gain corresponding high service revenue since services have potentials in financial,marketing and strategy,we drew the conclusion that there are cognitive factors on managerial motivations,which constrained the extending services business.Through this paper,we attempt to provide theoretical and practical guidance to successfully extend the service business for Chinese manufacturing companies since they must face the global competition after China's entrance into WTO.