從服務創新理論探討紡織製造業服務化模式

Analyzing the servitisation of textile manufacturing based on service innovation

10.6840/cycu201400396

呂姿宜

修訂DANP分析法 ； 服務創新 ； 製造業服務化 ； 紡織產業 ； Innovation service theory ； Servitization ； A new version of DANP ； Textile Industry

中原大學企業管理學系學位論文

2014年

碩士

陳筱琪

繁體中文

台灣紡織製造產業，面臨各種樣態的競爭壓力，舉凡大陸廠商以量制價的低價策略，如何在白熱化的競爭環境中獨樹一格，激發企業注入服務創新活動之意願，是經營致勝的關鍵，使傳統製造業廠商轉變為提供服務活動以延伸產品附加價值為核心。因此，本研究期望從服務創新理論探討紡織製造業服務化模式，藉此，提供紡織業者更多的策略方向。 本研究主以質化為主、量化為輔，而調查對象為營收狀況佳與有持有自有品牌為選擇之標的，另外，為了避免地域性之干擾，特別挑選一具有領導地位之國際大廠，一共6家廠商，專家問卷回收數量為5份，先以個案分析與專家訪談之方法以收集其各相關資料，以驗證研究概念，再運用決策實驗分析法（Decision Making Trial and Evaluation；DEMATEL），以檢驗出服務創新、製造業服務化與價值創造中之準則間相互依存關聯性，並且更進一步運用修訂DANP分析法（a new version of DANP），了解企業為追求製造業服務化之過程中，服務創新、製造業服務化模式與價值創造中之準則權重值，與分析其重要性程度，屆時提供給紡織企業在執行製造業服務化時之策略思維。 本研究透過文獻整理，獲得三構面11項準則，包括服務創新構面下之4準則，新的服務概念、服務顧客介面、科技應用及新的服務傳遞系統；製造業服務化模式構面中，有5項準則，產品導向至服務導向、全面性提供、價值鏈轉變、與顧客共同創造及服務系統；以及價值創造構面下，有2項準則，創造差異化與長期利潤增加。研究結果顯示，企業在執行製造業服務化時，主要受到創造差異化、新的服務傳遞系統、與顧客共同創造價值、科技應用及長期利潤增加的影響，為企業執行製造業服務化時之關鍵要素，當企業要利用服務創新手法執行服務化時，可優先考慮與顧客培養關係，達到與顧客共同創造價值；再針對企業內部之組織做變革或人員培訓，讓企業內部之資源能與外部的顧客形成一相輔相成之效果，最後，再倚賴「科技應用」做為內部資源與外部顧客之媒介，使企業在為顧客提供服務流程時，更加順暢、資源得以達到最佳效用。

Textile industry in Taiwan face various competitive pressure. Such as China company use amount to lower their price. How to be distinctive in these intense competitive environment and inspire the willingness of enterprise into service innovation activities is the key to success. Let traditional manufacturing firms transform themselves into provide services activities to extend value-added products as their core. Therefore this study expects to use service innovation theory explore Manufacturing Servitization of textile industry, providing more strategic direction for textile industry. The study use Qualitative Research Method as main research method associate with Quantitative Research Method and choose the company that good in operation condition and have own brand as respondents. Besides, for avoiding regional Interference, choose a leading company in this industry specially. There are 6 firms in total and retrieve 5 expert questionnaire. At first collect related data by using case study and expert interview to verify study concept and use Decision Making Trial and Evaluation to test interdependent relationship between Service Innovation, Manufacturing Servitization and Value Creation. Furthermore, apply a new version of DANP to realize the process when firms chasing Manufacturing Servitization the weight of Service Innovation, Manufacturing Servitization and Value Creation and analyze importance to provide strategic thinking when firms execute Manufacturing Servitization Through literature review, this study acquires 3 dimensions and 11 criteria including 4 criteria of Service Innovation – new service concept, new client interface, technological options and new service delivery system. 5 criteria of Manufacturing Servitization product-oriented to service-oriented, comprehensive providing, Transformation of Value Chain, customer co-creation value and service system 2 criteria of Value Creation – creating differentiation and increasing long-term profits. Result shows when firms executing Manufacturing Servitization are primarily affected by creating differentiation, new service delivery system, customer co-creation value, technology application and long-term profits. When firms want to use service innovation to execute servitization can cultivate relationships with customers in priority to reach co-creation value with customers. Furthermore, focus on internal organization revolution or employee training which let resources of intranet can play part together with external customers. In the end depends on technology application as medium between intranets and external customers make smoother and reach best use when firms providing service process for customers. Key word: Servitization, Innovation service theory, A new version of DANP, Textile Industry

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