企業內外部因素對於製造服務化策略選擇之關聯性

The Impact of Internal/External Factors on Servitization Strategy Selection

張瀚心(Han-Hsin Chang)

指導教授 ： 陳銘崑

國立臺北科技大學/管理學院/服務與科技管理研究所/碩士(2014年)

摘要

近年來，製造服務化(servitization)已為各企業所關注。相關的研究顯示，其能為企業經營上增加獲利。但是由於製造服務化策略的研究眾多，因此在策略的種類及推行作法上也出現眾多說法。相對的，企業也不知該如何選擇策略以滿足顧客需求的困擾。從後續相關研究上發現確實有影響企業挑選策略的因素存在。因此，本研究旨在探討企業內、外部因素對於各項製造服務化策略之選擇影響上進行分析，最後以企業績效進行評估。
透過製造服務化策略上的分類及影響製造服務化策略選擇因素之文獻進行盤點後，本研究綜整製造服務化策略分為三種策略。企業內部因素分別就生產、行銷、財務、人事及研發等方進行分析。在企業外部因素則針對產業的潛在進入、現有競爭者、供應商、購買者及替代品進行分析。結果顯示，三種製造服務化策略共同須考量之企業外部因素有產業競爭程度、行業因素及政府支持；在企業內部因素則是以服務訓練、管理階級承諾及組織結構為。在企業績效中可發現，產品關聯服務中重要性前三高之績效依序為市場佔有率、顧客滿意度及總收入，可研判產品關聯服務導入後最明顯成長的績效應是該企業在製造業市場中之競爭力提升。使用關聯服務前三高之績效分別為總收入、市場占有率及顧客忠誠度。顯示出其較突出之成效在於顧客忠誠度的提升。結果關聯服務前三高之績效則為市場佔有率、總收入及投資報酬率，此策略績效與其他兩者不同之處在於投資報酬率之重要性排序提升。

關鍵字

製造服務化 ； 策略管理 ； 企業內外部影響因素

並列摘要

In recent years, enterprises have paid attention to manufacturing servitization. Relevant studies have shown that manufacturing servitization can increase the profitability of business operations. However, given the large number of studies on manufacturing servitization, there are many views on strategy categories and implementation methods. Enterprises do not know how to choose strategies to meet customer demands. Based on subsequent studies, factors exist that affect enterprises’ strategy choices. This study aims to discuss the impact of internal and external factors on the choice of servitization strategies and to evaluate enterprise performance.
After reviewing previous studies on categories of servitization strategies and the factors that affect servitization, this study identifies three types of manufacturing servitization strategies. The analysis of internal factors focuses on aspects such as production, marketing, finance, and research and development. The analysis of external factors focuses on aspects such as potential entry, existing competitors, suppliers, customers, and substitute products. Our research results show that in all three types of servitization strategies, common external factors include degree of industry competition, industry factors, and government support; common internal factors include service training, management promise, and organizational structure. Based on our study of enterprise performance, the three indicators most affected by product-related service are market share, customer satisfaction, and gross revenue, which indicate that the most obvious effect of product-related service on enterprise performance is increased competitiveness on the manufacturing market. The three factors most affected by use-related service are gross income, market share, and customer loyalty. One significant effect of use-related service is increased customer loyalty. The three factors most affected by results-related service are market share, gross revenue, and investment return rate. The difference between results-related service and the other strategies is the increased significance of investment return rate.

並列關鍵字

Servitization ； Strategies ； Internal and External enterprise Factors

參考文獻

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