Research On The Incentive Mechanism Of Customer Participation In Service Innovation Of Manufacturing Enterprise

In the process of service innovation of manufacturing enterprise,customer participation is very important.The customer can put forward the ideas of new service,and participate in the design and testing process of new service,and even affect the success or failure of new service development.However,the customer to participate in service innovation has generally the certain motivations,and pays some cost.When the motivations of customer participation are not satisfied,or a lot of cost is paid,but little income is gained,they are not willing to participate in service innovation.Therefore,it is needed to design the corresponding incentive mechanisms according to the customer's different motivations,and effectively encourage the customer to participate in the service innovation of manufacturing enterprise,which has a great effect on improving the service innovation performance of manufacturing enterprise.Firstly,the characteristics of service innovation of manufacturing enterprise were analyzed through the comparison of service innovation of manufacturing enterprise and service enterprise.On this basis,the characteristics of customer participation in service innovation of manufacturing enterprise were summarized by the literature review and analysis about service innovation ? customer participation in service innovation.Secondly,according to Maslow's hierarchy of need theory,the motivation hierarchical model of customer participation in service innovation of manufacturing enterprise was established based on the literature review and analysis about customer participation motivation,and the relationship of customer participation motivation hierarchies was analyzed.Then,the design framework of incentive mechanism of customer participation in service innovation of manufacturing enterprise was established based on Potter and Lawler comprehensive incentive model.Finally,according to the customer's participation motivations of meeting the economic benefit need?sociality need?recognition need and knowledge need,the reward incentive mechanism ? trust incentive mechanism ?reputation incentive mechanism and knowledge transfer incentive mechanism were designed by game theory ? principal-agent theory and mechanism design theory,and the corresponding management enlightenments were put forward.The innovative work of this paper is mainly focused on the following four aspects:(1)In the mechanism design of reward incentive of customer participation in service innovation of manufacturing enterprise,the customer's fairness preference degree ? the customer's service innovation capacity and knowledge transfer capacity?the degree of customer participation in service innovation?the customer's risk aversion degree and other parameters were considered,the reward incentive models were established in the case of complete information and incomplete information,and the models were solved and verified.The influences of these parameters on the reward incentive coefficient were analyzed,and the corresponding reward incentive management enlightenments were put forward.(2)The two kinds of trust incentive mechanism of customer participation in service innovation of manufacturing enterprise were designed by the combination of formal contract and relational contract.Firstly,the trust degree of manufacturing enterprise to customer was quantitatively described,and the customer's reputation?the degree of customer's interaction with manufacturing enterprise?the degree of customer information sharing?the customer's output sharing ?the customer's risk aversion degree and other parameters were considered,the trust incentive model based on formal contract was established by principal-agent theory.Secondly,the benefit discount factors of manufacturing enterprise and customer ? the customer's reputation degree ? the degree of customer's interaction with manufacturing enterprise ? the degree of customer information sharing and other parameters were considered,the trust incentive model based on relational contract was established by repeated game theory.Then,the models were solved and verified.The influences of these parameters on the trust incentive mechanism design were analyzed.Finally,the corresponding trust incentive management enlightenments were put forward.(3)In the mechanism design of reputation incentive of customer participation in service innovation of manufacturing enterprise,the reputation incentive degree of manufacturing enterprise to customer was quantitatively described,and the customer's fairness preference degree?service innovation capacity and knowledge transfer capacity?customer's patience?the customer's risk aversion degree and other parameters were considered,the reputation incentive models were established in the case of complete information and incomplete information by principal-agent theory,and the models were solved and verified.The influences of these parameters on the reputation incentive mechanism design were analyzed,and the corresponding reputation incentive management enlightenments were put forward.(4)In the mechanism design of knowledge transfer incentive of customer participation in service innovation of manufacturing enterprise,the manufacturing enterprise and customer's knowledge owning amount?knowledge transfer willingness?knowledge imparting capacity?knowledge absorption capacity?knowledge transfer degree?the cost of knowledge transfer and absorption?mutual trust degree?speculative gain and other parameters were considered,the knowledge transfer incentive model was established by evolutionary game theory,and the model was solved and verified.The influences of these parameters on the knowledge transfer incentive mechanism design were analyzed,and the corresponding knowledge transfer incentive management enlightenments were put forward.This paper emphasizes the rationalization of customer participation behavior,so that the customer can have the motivations to participate in service innovation fundamentally,which is conducive to mobilize the enthusiasm of customer participation in service innovation.The study of this paper can prompt the customer's participation motivation to be converted into the participation behavior,and carry out the service innovation with the manufacturing enterprise,so as to enhance the level of service innovation and operational performance of manufacturing enterprise.It is an important practical significance to promote the manufacturing enterprise to take a new road to industrialization,to achieve the structural adjustment and transformation and upgrading of China's manufacturing industry.