An Empirical Study Of Effects Of Value Proposition Innovation On Enterprise Performance In Servitization Of Manufacturing

Under the background of consumption upgrade,servitization of manufacturing is a new trend of manufacturing industry development,and has become of the important source of enterprise's advantages and benefits.Meanwhile,the traditional manufacturing enterprises pay more attention to customer personalized experience and value proposition innovation.In essence,manufacturing enterprises not only realize the product's innovation,also reflect value proposition innovation in the process of servitization.In fact,Value proposition precisely defines functional?emotional and the self-interest value that enterprise product and service provide to customer,describes the differences with competitors,and clearly defines how the enterprise to meet customer needs and improve their performance through its unique products and services.Enterprises industry form transform from goods to services,and the VP of enterprises transform from the traditional FVP to EVP.However,what role of VPI between servitization and enterprise performance,and how China's traditional manufacturing enterprise uses them to ensure the realization of enterprise performance,is a major issue of the current theoretical research.Hence,from the perspective of customer and enterprise value co-creation,the purpose of this article is to explore the relationship between of VPI and enterprise performance.Frist,this paper reviews the theory of servitization?VPI and their relationship based on the current research,and discusses the distinction between EVP and traditional FVP.Second,based on the theoretical analysis,this paper built theoretical framework among servitization ? VP and enterprise performance,and analyzed theoretically and theoretical assumptions are put forward.Lastly,with 339 manufacturing enterprise as study sample data,the article divides the sample into two kinds of value proposition,meanwhile,builds simultaneous equation model and uses SPSS19.0 to empirically test triadic relation.This article shows that China's traditional manufacturing enterprise should pay more attention to VPI,in order to realize the dynamic of customer value and enterprise value.And the results finds that the relationship of degree of servitization and performance of manufacturers present a “U” curve,VPI has a positive relationship on the enterprise performance,VPI significantly and positively enhances the relationship between servitization and enterprise performance.Lastly,based on the result,this paper expounds the practical significances and management implications from two aspects of enterprise supply and customer demand,and summarize the main conclusions of this study and theoretical contributions.At the same time,summarizes some of the limitations existing in the research,finally,points out the further research direction.Hope to open the “black box” of influence on VPI and enterprise performance under the servitization of manufacturing,and guide the transformation and upgrading of the traditional manufacturing enterprises in China.