Abstract: The decline in performance and deservitization in the process of servitization has aroused widespread concern in the academic, and spawned the relevant research of service paradox. From the perspective of demand-side, the problem has been transformed into the influence of degree and model on the revenue under different demand-side characteristics. In this paper, a decision-making model of servitization-degree considering demand-side characteristics is constructed to illustrate the relationship between the degree and revenue under different servitization-models. Combined with the simulation results, the servitization-path of manufacturing enterprises is determined. The research shows that: (1)Servitization is a two-way dynamic reversible process, and not all enterprises are suitable to carry out servitization activities. The enterprises should choose the corresponding path according to the service state. (2)In addition to the independent model, the degree of service under the two modes of cooperative model and outsourcing model is more affected by the attributes of partners, so it isn't very easy for enterprises to determine the degree of service independently. (3)The change of demand-side characteristics will have a significant impact on revenue. Different models correspond to different demand-side characteristics. The research of this paper provides a new research perspective on service paradox, and also provides a reference to enterprises to promote the service strategy.

Key words: service paradox, demand-side, servitization-degree, servitization-model, servitization-revenue

摘要： 制造企业在推进服务化的过程中出现的绩效下滑和“去服务化”现象引起了学术界的广泛关注并催生了“服务化悖论”的相关研究。本文从需求侧视角出发,将这一问题转化为不同需求侧特征下服务化程度、服务化模式对服务化收益的影响,并构建了考虑需求侧特征的制造企业服务化程度决策模型;在此基础上研究了不同服务化模式下服务化程度与服务化收益之间的关系;最后,结合仿真分析的结果确定了制造企业服务化路径。研究表明:(1)制造企业服务化是一个双向的动态可逆过程,并非所有企业都适合开展服务化活动,企业应根据当前的服务化状态选择相应服务化路径。(2)除独立服务化模式外,合作服务化和外包服务化两种模式下服务化程度的高低更多的受到合作伙伴属性的影响,企业很难单独决定服务化程度。(3)需求侧特征的变动会对服务化收益产生重要影响,不同服务化模式对应不同的需求侧特征。研究结论为服务化悖论的分析提供了新的视角,也为企业推进服务化战略提供了借鉴。

关键词: 服务化悖论, 需求侧, 服务化程度, 服务化模式, 服务化收益