The Study On Service Strategy Optimization Of Complex Product Integrators

Recently, servitization has become important direction of transformation and upgrading of manufacturing, complex product integrators march at the forefront of manufacturing servitization, they continue to develop new services through service innovation and enhance the competitiveness of their enterprises. However, Academics' scientific research on complex product integrator service is far behind the business practices. They also lack the necessary theoretical support for decisions on complex products and integrator services. In this dissertation, methods like case study, modeling analysis are used in research on complex product integrator service strategy, not only is it of theoretical significance, but also practical.Based on reviewing the research situation of domestic and abroad, and defining the related basic concepts, first of all, research on the categories of complex product integrator service is conducted. Based on the cases analysis of Shaangu, Huawei, Shanghai Electric and other integrated services provider, from the perspective of process, the dissertation proposes the main categories of complex product integrator service, namely:integration service, delivery service, product service and operation service.Secondly, research on the integration service strategy of complex product integrator is conducted. When integrator and supplier are in competitive relationship, considering the integrator's self-integrated investment, the dissertation builds the competition game model between integrator and supplier, the study shows:when the complexity level or the production cost of complex products rises, the integrator should increase integrated investment. When integrator and supplier are in the upstream and downstream relationship, considering integrator's integrated investment to supplier, the dissertation builds the principal-agent model between integrator and supplier, the study shows:that integrator increases investment or supplier's share of output ratio can be an effective incentive to supplier. When integrator and supplier are in heterogeneous integrated relationship, considering that customer directly provides incentives for the supplier and provide supplier with incentives through integrator, the dissertation builds the game model between integrator and supplier, the study shows:customer's separate incentive for integrator and supplier yields a higher return than do it through integrator. Separate incentive is a better strategy for customer.Then, research on the delivery service strategy of complex product integrator is conducted. In this dissertation, it analyzes the service delivery process and the characteristics of the cooperation.Considering the relative importance of integrator and customer in the delivery, the dissertation builds the game model between integrator and customer, the study shows:the party of more importance should strengthen cooperation. Considering the extent of knowledge sharing between integrator and customer in delivery, the dissertation builds the game model between integrator and customer, the study shows:integrator can enhance its income by improving the client efficiency of knowledge operation and collaboration.Next, research on the product service strategy of complex product integrator is conducted. When integrators take direct sales model, considering different integrators' capabilities on differentiated services, the dissertation builds the game model between integrators, the study shows:integrator with weak service capabilities should be more committed to enhance the efficiency of the service in pursuit of low cost advantage, while integrator with strong service capabilities should be more committed to enhance the value of the service in pursuit of differentiation advantage. When integrator takes a single distribution model, considering sharing the cost of services, the dissertation builds the game model between integrator and distributor, the study shows:integrator can provide dealer with side payment to maximize its gains, in economy customer market, integrators should step up efforts to provide dealer with side payment, while in quality customer market, integrators should reduce the efforts. When integrator takes dual-channel mode of direct marketing and distribution, considering the dealer's marketing promotion, the dissertation builds the game model between integrator and distributor, the study shows:integrator's product service and distributor's marketing promotion stimulate each other. When different integrators compete with each other through distribution, considering the structure of channel power, the dissertation builds the game model between integrators, the study shows:integrator's own dealer as a leader in the market will lower integrator's earnings, integrator should improve the quality of its product and service as integrator enhances its control force over channels.Again, research on the operation service strategy of complex product integrator is conducted.In this dissertation, based on the two-stage sales feature of integrator's product and operation service, the dissertation builds the competing games model between integrators, the study shows:the pricing of integrator's operation service goes down as the price of product goes up and goes up as the pricing of competitors' product goes up, the change speeds up as the rise of switching cost. Considering integrator's viscous investment on customer of product, the dissertation builds the competition game model of integrator viscous investment, the study shows:the integrator with a greater product market share should increase viscous investment. Considering integrator's instigation investment on customer of products, the dissertation builds the competition game model of integrator instigation investment, the study shows that: integrator with higher level of service should increase instigation investment.Finally, the dissertation tests and illustrates the theory research through the case of Huawei service transformation.