製造業市場導向與服務創新策略： 專屬資產觀點

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题名:	製造業市場導向與服務創新策略：專屬資產觀點 Market Orientation and Service Innovation Strategy of Manufacturing Industry: A Perspective of Asset Specificity
作者:	朱立聖 CHU, LI-SHENG
贡献者:	經營管理學系碩士在職專班
关键词:	專屬資產;市場導向;服務創新;製造服務化;個案研究 asset specificity;market orientation;service innovation;servitization;case study
日期:	2020
上传时间:	2022-12-19 02:45:44 (UTC+0)
出版者:	亞洲大學
摘要:	製造服務化協助企業取得關鍵且高附加價值的優勢，成為台灣製造業重要轉型策略。然而，過去有關製造服務化研究主要集中在服務提供、策略和結構、動機和績效、資源和能力以及服務開發、銷售和交付方面，針對製造服務化創新策略進行深入剖析的研究付之闕如。因此，本研究選取裕隆汽車、寶成工業與台達電子做為觀察個案，以多重個案研究法解析製造業運用具專屬資產性質的服務創新，於不同市場導向下產生製造服務化策略之意涵與演化。最後獲得六項研究發現：一、垂直技術服務化策略強調垂直整合價值鏈中、上游廠商之研發與製造技術服務。二、垂直組織服務化策略偏重垂直整合價值鏈下游之通路服務。三、水平技術服務化策略主要強調延伸本業技術支援跨業服務，以及研發跨業之新技術服務。四、水平組織服務化策略則以本業為基礎並延伸至相關產業之全方位整合服務為主。五、成品製造商強調提供在本業之製造服務化創新；而零組件供應商強調提供在跨業之應用服務創新。六、重工業成品製造商初期透過組織合作，後期則深耕技術服務；輕工業成品製造商初期投入技術研發，逐步轉為組織面服務；而零組件供應商初期深耕本業進行垂直導向化服務，而後強調水平導向服務化。 Servitization helps enterprises to obtain key and high value-added advantages, and becomes an important transformation strategy for Taiwan's manufacturing industry. However, previous studies of servitization mainly focused on service offerings, strategy and structure, motivations and performance, resources and capabilities, as well as service development, sales and delivery. There were few studies concentrating on the related issues of servitization innovation strategies. Therefore, based on the perspective of asset specificity, this study explores the implications and evolution of servitization innovation strategies under different market orientations. The study adopts the method of case study and selects Yulon Motor Co., Ltd., Pou Chen Corporation, and Delta Electronics, Inc. as the cases. Finally, the study proposes six findings. First, the strategy of vertical technology service emphasizes the vertical integration of the R&D and manufacturing technical services of upstream and downstream manufacturers in the value chain. Second, the strategy of vertical organization service emphasizes the vertical integration of the channel services of downstream enterprises in the value chain. Third, the strategy of horizontal technology service mainly emphasizes the extension of the existing technologies to support cross-industry services, as well as the development of cross-industry technology services. Fourth, the strategy of horizontal organization service emphasizes a total solution for applications of related industries based on the existing industry. Fifth, the manufacturers of finished products emphasize servitization innovations provided in the existing industry, while the component suppliers emphasize servitization innovation provided in cross-industry applications. Sixth, the manufacturers of finished products in heavy industry are through organizational cooperation in the early stage, and later on, they will deepen the technical services. Moreover, the manufacturers of finished products in light industry invest in technical R&D in the early stage, and later on, they will be converted into organizational services. Furthermore, the component suppliers deepen the development in the existing industry to provide vertical-oriented services in the initial stage, and then emphasize horizontal-oriented services.
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