制造企业服务化市场的多主体竞争分析:基于服务市场共同度和服务能力等价性视角

Multi-agent competition analysis of manufacturing servitization market

摘要:

制造企业服务化的盛行让管理者聚焦于服务业务带来的高额利润，而忽视了同时潜在的风险和不确定性。除了内部运营风险，制造企业也面临着外部竞争威胁。如何识别制造企业服务化市场的竞争者，并分析其资源和能力，以更好应对竞争威胁是制造服务化企业亟待解决的问题。本研究引用“市场共同度”和“能力等价性”两维度，构建了制造服务化情境下的竞争者识别框架，并选取杭州杭氧股份有限公司以及罗尔斯-罗伊斯为研究样本，分别识别工业气体服务行业和发动机维修行业的竞争对手。研究发现，制造服务化企业在服务化市场上并非一家独大，同样存在多类竞争对手。但足以对制造服务化焦点企业构成竞争威胁的竞争者类型与其提供的产品特征和所在行业特征相关。另外，各服务提供商之间并购、联盟趋势明显，市场集中度将进一步提高。

Abstract:

The prevalence of manufacturing service innovation has led managers to focus on the high profits while ignoring the potential risks and uncertainties. In addition to the international operational risks, manufacturers are also facing external competition threats. How to identity competitors in servitization situation, and analyze their resources and capabilities to better cope with competitive threat is an urgent problem. Citing ‘market commonality’ and ‘capability equivalence’, this paper constructs a competitor identification framework of servitization, and selects Hangzhou Hangyang Co., Ltd. and Rolls-Royce as the research sample, then respectively identify the competitors in the industrial gas industry and engine MRO industry. We found that, servitization companies are not a single but face several types of competitors in service market. However, the types of competitors that pose a competitive threat to servitization companies are related to the product and industry characteristic. In addition, the trend of alliance and merger and acquisition among service providers is obvious and market concentration will be further improved.