摘要
数字经济时代,制造企业的经营逻辑由产品主导向服务主导转变,数字服务化成为服务主导逻辑的重要实现路径。为透视数字服务化这一新兴现象,本文选择三一集团作为研究对象,剖析数字服务化的内涵和构成,揭示差异化数据禀赋对制造企业数字服务化的影响机理。研究发现:(1)制造企业数字服务化主要经历产品+服务阶段、产品×服务阶段和产品服务一体化阶段,分别对应数字延伸服务、数字定制服务和数字生态服务三种模式;(2)以产品数据、用户数据和平台数据为主的差异化数据禀赋是制造企业数字服务化的关键驱动因素;(3)数据可供行为是差异化数据禀赋影响制造企业数字服务化的关键路径,主要表现为数据管道可供行为、数据洞察可供行为和数据治理可供行为。本研究创新性地解构了数字服务化模式,构建了差异化数据禀赋—数据可供行为—数字服务化之间传导关系的理论模型,为数字服务化研究提供了新视角和新路径,也为我国制造企业突破成长局限、利用数字服务创新提升价值创造空间提供了有益的管理启示。
In the era of digital economy,the operating logic of manufacturing enterprises has changed from product-led logic to service-led logic.Digital servitization has become an important realisation path of service-led logic.Digital servitization refers to the integration of products,services and software systems by enterprises to provide customers with personalized,intelligent and systematic digital service solutions.Based on the research,the perspectives on digital servitization can be summarized as follows:The embedding view conceptualizes digital servitization as an extension of digitalization into the servitization domain.In contrast,the coupling view argues that digital servitization is not merely a combination of digitalization and servitization but a holistic transformation that integrates strategy,business models,and operational processes.From the business model innovation perspective,digital servitization is framed as a smart-solution-oriented business model that combines products,services,software,and data analytics.The service transformation perspective focuses on organizational and operational restructuring,where manufacturers transition from product-centric offerings to integrated smart solutions comprising products,services,and software.However,the current research has the following gaps:Firstly,lack of clarity on digital servitization modes.Secondly,insufficient exploration of data`s role.Thirdly,unclear mediating mechanisms.Therefore,this study aims to solve problems:(1)identify distinct modes of digital servitization;(2)uncover how differentiated data endowments influence these modes;(3)reveal the mediating role of data affordance behaviors.Based on the theory of digital technology affordance,based on the architecture of“antecedent-process-result”,this study preliminarily constructs a basic research framework with“differentiated data endowment-data affordance behavior-digital servitization model”as the main line.In response to the research call for“how data integration of different participants can achieve more advanced integration functions of products and services”,this paper answers the question of how manufacturing enterprises can activate differentiated data endowments and promote the evolution of digital servitization models by developing data affordance behaviors.The research employs a longitudinal single-case study design,selecting SANY Group for its exemplary digital servitization journey.SANY,a leading Chinese manufacturing firm,has systematically advanced its digital service offerings over two decades.Data was collected from multiple sources,such as primary data and secondary data.Data analysis followed a structured coding process using NVivo,identifying first-order concepts,second-order themes,and aggregate dimensions across three evolutionary phases.SANY’s digital servitization progressed through three distinct stages,each characterized by unique data endowments,affordance behaviors,and digital servitization modes:Product data enabled real-time equipment monitoring and predictive maintenance,extending service value without altering core products.User data fueled agile,customized solutions,enhancing user engagement and co-creation.Platform data facilitated cross-enterprise collaboration,enabling ecosystem-wide value co-creation and innovative service models.The study finds that:(1)the digital servitization of manufacturing enterprises can be divided into three modes:digital extended service,digital customized service and digital ecosystem service;(2)differentiated data endowment,such as product data,user data and platform data,is the key driving factor for the digital servitization of manufacturing enterprises;(3)the act of data affordance plays an intermediary role in the relationship between differentiated data endowment and the digital servitization of manufacturing enterprises,which is mainly manifested in the role of data pipeline affordance behaviour,data insight affordance behaviour and data governance affordance behavior.Through longitudinal analysis of case studies across developmental stages,it can be found that digital extended service,digital custom-ized service and digital ecosystem service have evolved in time and space.From the perspective of time,different digital servitization models will be formed in the stage of product-service addition phase,product-service multiplication phase,and product-service integration phase.Spatially,evolutionary patterns manifest through the transformation from unitary actor topography to enterprise-user dyadic relationships,culminating in pluralistic digital service eco-systems.The digital servitization model in the previous stage can accumulate momentum for the data endowment accumulation in the next stage,promote the cross-period transformation of the digital servitization model,and continuously promote the“momentum-ad-vancementupgrading”of digital servitization.Compared with existing studies,the original contribution of this study is that it exploratively deconstructs digital servitization based on case study analysis,and innovatively constructs a theoretical model of the transmission relationship between differentiated data endowment-data affordance behaviour-digital servitization.It not only provides a new perspective and a new path for the study of digital servitization,but also provides a new path for Chinese manu-facturing enterprises to break through the growth and development process.At the early stage,focus on product data integration to enable remote monitoring.At the mid-stage,leverage user data for customized solutions and rapid innovation.At the late stage,build data platforms to orchestrate ecosystem partnerships.It provides useful management insights for Chinese manufacturing enterprises to break through the growth limitations and use digital servitization to innovate the value creation space.
作者
谢晓萌
朱秀梅
Xie Xiaomeng;Zhu Xiumei(School of Business and Management,Jilin University;School of Management,Guangdong University of Technology)
出处
《南开管理评论》
北大核心
2025年第9期16-27,53,共13页
Nankai Business Review
基金
国家自然科学基金项目(72572045)
国家自然科学基金重大项目(72091315)
广州市哲学社会科学发展“十四五”规划课题(2025GZYB34)资助。
关键词
数字服务化
差异化数据禀赋
数据管道可供行为
数据洞察可供行为
数据治理可供行为
Digital Servitization
Differentiated Data Endowment
Data Pipeline Affordance Behaviour
Data Insight Affordance Be-haviour
Data Governance Affordance Behaviour
