Study On Value Creation Mechanism Of Service Modularity Based On Value Chain

For one thing, a spurt of progress of information technology makes the world economy presents the new trend of economic services, service competition has increasingly become the focus of national and regional competition. For another, from labor division to modularity is the general route that industrial organization should be followed in the course of evolution. Modularity is an important study subject of industrial organization.Initially, modularity is used in the manufacturing field. Subsequently, the modularity tendency also appeared in the service industry. According to the view of Aoki Masahiko in2003. Service modularity thought and method will have a profound effect on the production and services in more industrial areas. Therefore, the research about service module gradually becomes the hotspot and frontier in academic circles.So far, the research results of service module mainly uses qualitative research methods to analyze the feasibility, efficiency, motivation, boundary, government and so on. However, the existing research about services module is mostly from the perspective of service products and services technology, and no further analysis of service modularity connotation, characteristics and operation mechanism. In particular, there are few research based on the value chain and from value creation key dimensions. In addition, it is single and lack of case study and empirical research in the existing research methods.Therefore, by combining the normative research, case analysis and empirical research method in this paper, the author tries to clarify the connotation, essence and operation rules of service module based on the value chain, inquiry the effect mechanism that service modularity applied to value creation, and seek the service module mechanism to promote the value creation. In order to achieve the above goals, based on the literature review and interpretation of related concepts of service module, the author focus on the following five research:It is analyzed about service modularity premise, the formation mechanism and value creation nature in study1. The premise of service module is the coupling of value chain and service and form a number of value units. The service system in value chain can be divided into human resources service module, service relationship module, service quality module, service innovation module, service outsourcing module, service information sharing module, knowledge service module, service performance module and so on. Each link in value chain coupling with part or all of the service modules tightly or loosely. In addition to the division, the form of service module based on value chains also inseparable from the internal and external driving factors. In the external of service modularity organization, customer and technology are the two elements contributed to service module. In the internal of service modularity organization, the value synergy and risk aversion are two elements contributed to service module. As a result of service activities can be focused on specific service link in value creation process, its existing core ability can get the best accumulation, cultivation and utilization. It will enable total cost reduce, service system value improve the innovation dynamic enhance by service module. Service module based on value chain is advantageous to value creation.The service modular elements in value chain and their value creating mechanism are analyzed in study of2. Combined business case, standing on the perspective of service value creation, from the value chain system, the path implementing service module is analyzed along to four paths of the basic service, auxiliary services, service object and service function. It is included warehousing service module, logistics service module, service brand module, after-sale service module and distribution service module in basic services. It is included procurement service module, R&D service module, human capital service module, infrastructure service module and financial services module in auxiliary service activities. It is included customer service module and staff service module in service object. It is included service innovation module, information service module, knowledge service module and service outsourcing module in service function. Then, the value creation mechanism of service module in value chain is analyzed by applying service modular network organization theory and self-organization theory from the point of view of service module factor combination.Taking the automobile financial services industry and civil aviation industry as examples, value creation mechanism were analyzed in the process of running of services modularity based on the value chain in study of3. The relationship between three levels of service modularity of automobile financial services industry(service product modularity, service industry modularity and service organization modularity) and value creation is mainly analyzed, and service module path of the automobile financial services industry under the guidance of value creation is explored. Namely the service module of industrial value chain, constructing new service module and the formation of three-dimensional services modularity network. At the same time, civil aviation industry value creativity is been interpreted from four angle of service product module, service process module, service object module and service function modular based on value chain. And from the four levels of customer value, value discovery, value innovation and value management, the positive role which service modular enfored on value creation based on value chain is been elaborated in civil aviation industry.Conceptual model of service modularity based on value chain effect on value creation mechanism is constructed in study4. Based on the research of above chapters about literature review of service modularity, concept interpretation, formation condition, formation mechanism and forming path, taking the service module based on the value chain as independent variable, taking the modularity network organization as intermediary variable, taking the value chain governance structure as moderating variables. At the same time, the service module based on value chain is further decomposed into four dimensions of service process module, service object module, service function module and service product modularity, to construct the conceptual model of influence mechanism which the service module based on value chain enforced on value creation.The empirical analysis of influence mechanism which the service module based on value chain enforced on value creation is done in study5. Firstly, questionnaire is designed according to field interviews of the service module enterprise and the sample is selected. Then, testing measurement item of the variable of concept model above chapter and purify variables measuring scale according to the final test result after the reliability and validity test.further, testing the significant of hypothesis by hierarchical regression analysis and structural equation modeling. The empirical results show that there exist three paths between the service module based on the value chain and value creation. The first is from service process module based on the value chain to modularity network organization and to value creation. The second is from service object module based on the value chain to modularity network organization and to value creation. The third is from service function module based on the value chain to modularity network organization and to value creation. The three path form together the mechanism of action which the service module based on value chain enforce on value creation. Namely, service product modularity influences value creation by acting on the modularity network organization. However, the impact to the modularity network organization is not obvious. There exit obvious impact which service process module based on the value chain, service obeject module based on the value chain and service function module based on the value chain enforce on the modularity network organization. Three paths constitute the main impact mechanism which service process module based on the value chain enforce on value creation.The above research shows three concepts. First, the service based on the value chain module is a process in which based on the service in value chain, the vertical integration throughout service activities are disassembled into a plurality of value node having a function of value creation, and through horizontal integration of the value node. A number of service value module provide departments and providers which operate independently or rules designers and integrators of service value module are formed, and it produce a continuous dynamic differentiation and integration process to the value chain. The service module can be understood from two aspects. Namely modularity design, deconstruction and integration of service system and industrial organization service module. Second, apart from the value chain system, it will be advantageous to value creation if the service module is made implement along to four path of the basic service activities, support service activities, service object and service function services modularity based on the value chain including four dimension of service product modularity, service object modularity, service process module and service function module third, services modularity based on the value chain influence value creation positively, the modularity network organization plays an intermediary role, value chain governance plays a role in regulation. There exist three paths between the service module based on the value chain and value creation. The first is from service process module based on the value chain to modularity network organization and to value creation. The second is from service object module based on the value chain to modularity network organization and to value creation. The third is from service function module based on the value chain to modularity network organization and to value creation.The main innovation in this article lies in:Services modularity operation mechanism is analyzed around value creation core problem from the perspective of value chain. The connotation and dimensions of service modularity are defined based on the value chain so as to develop effective and reliable scale. Value creation path of service modularity is explored based on the value chain. By an exploratory case analysis and theoretical explanation, mechanism mode which service modularity based on value chain enforced on value creation is constructed. Value creation mechanism of modularity services is verified by empirical research method.