Study On The Development Mode Of Service-oriented Automobile Manufacturing Company Based On Value-added Services

The role of manufacturing activity has changed with the social progress anddevelopment. It used to focus on products and products realization (manufacturing)while as products now play a supplementary role in meeting customers’ needs. Fromsupply and demand point of view, currently there’s no products that of out of supply,excess production is the common problem the industry faces which can not adaptthemselves to meet customers’ needs. The change of customers focus from product toits utility and services visualized the transformation model for the manufacturingenterprises.Ranking the largest automobile country in terms of sales and manufacturing4years consecutively, automobile manufacturing industry plays an important role inChina’s economy as it covered a wide range of industries and involved with a verylong industry chain. Transition from a large scale automobile manufacturing country toa strong one requires that all the automobile manufacturing enterprises arecustomer’s-demands-centered rather than manufacturing-centered. Transitioncondition from a traditional automobile manufacturing company to a service-orientedautomobile manufacturing company was proposed. Because of the characteristic ofservice-oriented automobile manufacturing enterprises, traditional automobilemanufacturing enterprises transform successfully based on the market share and theirautomobile population.In this paper, transition model from a manufacturing-oriented enterprise to aservice-oriented automobile enterprise was proposed, based on the study of thedevelopment pattern and the business model for a service-oriented automobileenterprise. It includes transformation of R&D, marketing activity, manufacturingactivity, and management activity. It provides theoretical guidance for the transition oftraditional automobile manufacturing enterprises.Development of value-added service is a critical factor for the transition. Thispaper proposed a procedure of value-added service development based on the theory of value chain, including qualitative analysis of customers, customer segmentation,extracting customer value, quantitative analysis, parameters design, brainstorming,internal and external resources evaluation, and commercialization of value-addedservice. Some value-added services were identified based on commercial vehicletrucks such as auto financial service, vehicular networks, forth party logistics whichwere the framework of the value-added services. A lot of value-added services couldbe developed according to the former services, e.g. gas discounting, spare parts, usedtrucks, parts recycling, integration of internet industry and manufacturing industry.Synergism is insufficiency among the providers of value-added services, thoughmost of the value-added services had been developed.Truck manufacturing enterprises could construct an ecological system platformbased on the value-added services taking advantages of close relationship betweenauto enterprises and customers, and all the value-added services are based on the truckproducts. Platform business mode was proposed on the basis of this. Therefore,service-oriented automobile manufacturing company could supply customers withintegrated solutions to construct a close and loyal customer relationship. Also,evaluation indexes systems for service-oriented automobile manufacturing enterpriseswere proposed.Aiming at providing a evaluating standard for the transition of traditionalautomobile manufacturing enterprises, transformation evaluation indexes system forservice-oriented automobile manufacturing enterprises was proposed by the BalancedScorecard and the characteristics of service-oriented automobile manufacturingenterprises. The indexes consist of six indexes of grade one and sixteen indexes ofgrade two. The weight of the indexes was determined by AHP, and the evaluationmethod for the transition of traditional automobile manufacturing enterprises wasproposed by Fuzzy Comprehensive Evaluation.Taking Shaanxi Heavy-duty Truck CO., LTD. as an example, the paper analyzedtransition process from an automobile manufacturing company to a service-orientedautomobile manufacturing company. Its transition from a traditional automobilemanufacturing company to a service-oriented automobile manufacturing company was evaluated by Fuzzy Comprehensive Evaluation. It provided references for otherautomobile manufacturing enterprises about how to obtain sustainable developmentmodel, unique competitive advantage as well as how to transform to a service-orientedautomobile enterprise.