Research On Hybrid Offerings Matching And Pricing Strategy Based On Modularity

The speed of the industry product technology iteration and the change of the service mode of competitors has accelerated,which make the space for manufacturing enterprises to rely on the physical products to make profits are constantly squeezed.The hybrid offerings which are the expression of product service set have gradually become an effective strategy for many manufacturing enterprises to win the competitive advantage.How to make the products and services in the hybrid offerings match effectively,so as to realize the external matching with customer problem solving and the realization of the overall value of the hybrid offerings become a kind of problem worthy of attention.Based on the literature review of modularization,hybrid offerings matching and hybrid offerings pricing,this paper first expounds the concepts and theories related to hybrid offerings matching and hybrid offerings pricing.Then,X Group telescopic crawler crane is selected as the research object,and the matching and after-sales pricing problems in the process of providing are analyzed.Secondly,based on the idea of modularization,the hybrid offerings matching model is constructed,and the hybrid offerings multi value module scheme is generated.Finally,aiming at the co-creation of supply and demand value,we price different levels of hybrid offerings,and take X Group telescopic crawler crane as an example to verify the effectiveness of the hybrid offerings matching model and hybrid offerings pricing strategy.Through the above research process,the following conclusions are obtained:(1)In the process of hybrid offerings matching,there is a direct correlation between the product module,service module and the generated value module.The configuration of product and service module affects the size of value module,and the generated value module also reflects the matching degree of product and service module to a certain extent.(2)Under the guidance of value module,the matching of product and service module is more conducive to the generation of hybrid offerings.The reason is that the hybrid offerings based on the identification of customers’ deep needs,supported by the product and service module,not only help manufacturing enterprises to match the hybrid offerings with organizational resources,but also help to enhance customers’ identity and willingness to pay for the hybrid offerings.(3)Service level and the closeness of product-service module matching can affect the pricing of hybrid offerings,and can drive the hybrid offerings to achieve supply and demand value creation.The reason is that the service level and the matching degree of products and services modules determine the size of the generated value module and the degree of solving customer problems.This paper analyzes the process of manufacturing enterprises providing hybrid offerings,and studies the matching and pricing strategies of hybrid offerings.It provides a theoretical basis for related manufacturing enterprises to match hybrid offerings,and has a certain practical significance.