基于价值链的服务模块化价值创造机理研究
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摘要
一方面,信息技术的突飞猛进使世界经济呈现经济服务化的新趋势,服务性竞争越来越成为国家和区域竞争的焦点；另一方面,从分工到模块化是产业组织演进所遵循的一般路径,模块化是产业组织研究的一个重要课题。模块化最初运用于制造业中的生产领域,随后,在服务业中也出现了模块化的倾向。根据青木昌彦(2003)的观点,服务模块化思想和方法,必将在更多的产业领域对企业生产及服务产生深远的影响。为此,有关服务模块化的研究逐渐成为学界的前沿和热点。
迄今为止,现有研究主要运用定性的研究方法分析了服务模块化的可行性、效率、动因、边界、治理等问题。然而,这些研究大多从服务产品和服务技术角度来研究服务模块化,并没有进一步分析服务模块化的内涵、特征和运行机制等问题,特别是基于价值链、从价值创造这一关键维度来探求服务模块化的成果并不多见。此外,现有研究方法比较单一,缺少案例型及实证型的量化研究。
基于此,本文把规范研究、案例分析和实证研究结合起来,力图厘清基于价值链的服务模块化内涵与实质,阐明基于价值链的服务模块化运行规律,探究服务模块化对价值创造的影响机制,求解促进价值创造的服务模块化运行机理。为了达到这一研究目标,本文在文献综述及诠释服务模块化相关概念的基础上,着重进行了以下五方面的研究：
研究一：对服务模块化的前提、生成机理及价值创造本质进行了分析。服务模块化的前提是价值链与服务的耦合,从而形成若干价值单元。价值链中的服务系统可分成人力资源服务模块、服务关系模块、服务质量模块、服务创新模块、服务外包模块、服务信息共享模块、知识服务模块和服务绩效模块等维度,价值链中的每个环节都同这些服务模块中的部分或全部产生或紧或松的耦合。除了分工,基于价值链的服务模块化生成还离不开内外动力要素。在服务组织模块化的外部,客户和技术是服务模块化的两大动力要素。在服务组织模块化的内部,价值协同与风险规避是促成服务模块化的两大动力要素。由于服务活动能够聚焦于价值创造过程的特定服务环节,从而使其已有的核心服务能力要素得到很好的积累、培育和利用；并且,服务模块化会使总量成本下降、系统服务价值提高和创新动力增强；因而,基于价值链的服务模块化有利于价值创造。
研究二：对基于价值链的服务模块化构成要素及其价值创造机理进行了分析。结合企业案例,站在服务价值创造的视角,从价值链系统出发,沿着基本服务活动、辅助服务活动、服务对象和服务职能四条维度来分析实施服务模块化的路径。基于基本服务活动可划分为仓储服务模块、物流服务模块、品牌服务模块、售后服务模块和分销服务模块；基于辅助服务活动可划分为采购服务模块、研发服务模块、人力资源服务模块、基础设施服务模块和金融服务模块；基于服务对象可划分为顾客服务模块和员工服务模块；基于服务职能可划分为服务创新模块、信息服务模块、知识服务模块和服务外包模块。然后,从服务模块要素组合的角度,运用服务模块化网络组织和自组织理论,剖析了基于价值链的服务模块化的价值创造机理。
研究三：以汽车金融服务业和民航业为例,对基于价值链的服务模块化的价值创造机理进行了分析。主要剖析了汽车金融服务业服务模块化的三个层次(服务产品模块化、服务组织模块化和服务产业模块化)与价值创造的关系,并探究了价值创造导向下汽车金融服务业服务模块化的路径,即产业价值链服务模块化、构建新型服务模块和形成立体式生态服务模块化网络。同时,从服务产品模块化、服务流程模块化、服务对象模块化和服务职能模块化四个角度诠释了民航业基于价值链的价值创造特性,并从顾客价值、价值发现、价值创新和价值管理四个层次出发,阐述了民航业基于价值链的服务模块化对价值创造的正向作用。
研究四：构建了基于价值链的服务模块化影响价值创造机制的概念模型。在前文对服务模块化的文献综述、概念阐释、形成前提、生成机理和形成路径的研究基础上,把基于价值链的服务模块化作为自变量,把模块化网络组织作为中介变量,把价值创造作为因变量,把价值链治理结构作为调节变量,同时,将基于价值链的服务模块化进一步分解为服务流程模块化、服务对象模块化、服务职能模块化和服务产品模块化四个维度,以此构建出基于价值链的服务模块化影响价值创造机制的概念模型。
研究五：实证分析了基于价值链的服务模块化对价值创造的影响机制。首先,结合对服务模块化企业的实地访谈来设计调查问卷和选择样本；然后,通过信度和效度检验,检验上一章概念模型中变量的测量题项,并根据最终检验结果纯化变量的测量量表；进一步,展开层次回归分析和结构方程建模,检验假设的显著性;最后,讨论检验结果。实证结果表明,基于价值链的服务模块化与价值创造之间存在三大路径：基于价值链的服务流程模块化→模块化网络组织→价值创造、基于价值链的服务对象模块化→模块化网络组织→价值创造和基于价值链的服务职能模块化→模块化网络组织→价值创造。三条路径共同形成了基于价值链的服务模块化对价值创造的作用机制。具体作用机制为：基于价值链的服务产品模块化通过作用于模块化网络组织,进而影响价值创造,然而,其对于模块化网络组织的影响并不明显；基于价值链的服务流程模块化、基于价值链的服务对象模块化和基于价值链的服务职能模块化对模块化网络组织有显著影响,这三条路径构成了对价值创造的主要影响机制。
以上研究发现：①基于价值链的服务模块化是基于价值链中的服务,把垂直一体化的整个服务活动拆解成若干具有某一价值创造功能的价值节点,通过各价值节点的横向整合,形成多个相对独立运行的服务价值模块的提供部门和提供者,或形成若干服务价值模块规则设计者与集成者,从而使价值链产生持续动态分化与集成的过程。可以从以下二个维度来理解服务模块化：一是服务系统的模块化设计、解构及集成,二是产业组织层面的服务模块化。②从价值链系统出发,沿着基本服务活动、辅助服务活动、服务对象和服务职能四条路径来实施服务模块化利于价值创造。基于价值链的服务模块化包括服务产品模块化、服务流程模块化、服务对象模块化和服务职能模块化四个维度。③基于价值链的服务模块化正向影响价值创造,其中模块化网络组织起着部分中介作用,价值链治理结构起着调节作用。基于价值链的服务模块化作用于价值创造的路径有三：基于价值链的服务流程模块化→模块化网络组织→价值创造；基于价值链的服务对象模块化→模块化网络组织→价值创造；基于价值链的服务职能模块化→模块化网络组织→价值创造。
本文的主要创新之处在于：从价值链角度出发,围绕价值创造这一核心问题,研究服务模块化的运行机制；基于价值链来界定服务模块化的内涵及构成维度,以便在此基础上开发有效可靠的量表；依据价值链来探究服务模块化的价值创造路径；通过探索性案例分析和理论阐释来构建基于价值链的服务模块化影响价值创造的机制模型；实证研究服务模块化的价值创造机制。
For one thing, a spurt of progress of information technology makes the world economy presents the new trend of economic services, service competition has increasingly become the focus of national and regional competition. For another, from labor division to modularity is the general route that industrial organization should be followed in the course of evolution. Modularity is an important study subject of industrial organization.Initially, modularity is used in the manufacturing field. Subsequently, the modularity tendency also appeared in the service industry. According to the view of Aoki Masahiko in2003. Service modularity thought and method will have a profound effect on the production and services in more industrial areas. Therefore, the research about service module gradually becomes the hotspot and frontier in academic circles.
So far, the research results of service module mainly uses qualitative research methods to analyze the feasibility, efficiency, motivation, boundary, government and so on. However, the existing research about services module is mostly from the perspective of service products and services technology, and no further analysis of service modularity connotation, characteristics and operation mechanism. In particular, there are few research based on the value chain and from value creation key dimensions. In addition, it is single and lack of case study and empirical research in the existing research methods.
Therefore, by combining the normative research, case analysis and empirical research method in this paper, the author tries to clarify the connotation, essence and operation rules of service module based on the value chain, inquiry the effect mechanism that service modularity applied to value creation, and seek the service module mechanism to promote the value creation. In order to achieve the above goals, based on the literature review and interpretation of related concepts of service module, the author focus on the following five research:
It is analyzed about service modularity premise, the formation mechanism and value creation nature in study1. The premise of service module is the coupling of value chain and service and form a number of value units. The service system in value chain can be divided into human resources service module, service relationship module, service quality module, service innovation module, service outsourcing module, service information sharing module, knowledge service module, service performance module and so on. Each link in value chain coupling with part or all of the service modules tightly or loosely. In addition to the division, the form of service module based on value chains also inseparable from the internal and external driving factors. In the external of service modularity organization, customer and technology are the two elements contributed to service module. In the internal of service modularity organization, the value synergy and risk aversion are two elements contributed to service module. As a result of service activities can be focused on specific service link in value creation process, its existing core ability can get the best accumulation, cultivation and utilization. It will enable total cost reduce, service system value improve the innovation dynamic enhance by service module. Service module based on value chain is advantageous to value creation.
The service modular elements in value chain and their value creating mechanism are analyzed in study of2. Combined business case, standing on the perspective of service value creation, from the value chain system, the path implementing service module is analyzed along to four paths of the basic service, auxiliary services, service object and service function. It is included warehousing service module, logistics service module, service brand module, after-sale service module and distribution service module in basic services. It is included procurement service module, R&D service module, human capital service module, infrastructure service module and financial services module in auxiliary service activities. It is included customer service module and staff service module in service object. It is included service innovation module, information service module, knowledge service module and service outsourcing module in service function. Then, the value creation mechanism of service module in value chain is analyzed by applying service modular network organization theory and self-organization theory from the point of view of service module factor combination.
Taking the automobile financial services industry and civil aviation industry as examples, value creation mechanism were analyzed in the process of running of services modularity based on the value chain in study of3. The relationship between three levels of service modularity of automobile financial services industry(service product modularity, service industry modularity and service organization modularity) and value creation is mainly analyzed, and service module path of the automobile financial services industry under the guidance of value creation is explored. Namely the service module of industrial value chain, constructing new service module and the formation of three-dimensional services modularity network. At the same time, civil aviation industry value creativity is been interpreted from four angle of service product module, service process module, service object module and service function modular based on value chain. And from the four levels of customer value, value discovery, value innovation and value management, the positive role which service modular enfored on value creation based on value chain is been elaborated in civil aviation industry.
Conceptual model of service modularity based on value chain effect on value creation mechanism is constructed in study4. Based on the research of above chapters about literature review of service modularity, concept interpretation, formation condition, formation mechanism and forming path, taking the service module based on the value chain as independent variable, taking the modularity network organization as intermediary variable, taking the value chain governance structure as moderating variables. At the same time, the service module based on value chain is further decomposed into four dimensions of service process module, service object module, service function module and service product modularity, to construct the conceptual model of influence mechanism which the service module based on value chain enforced on value creation.
The empirical analysis of influence mechanism which the service module based on value chain enforced on value creation is done in study5. Firstly, questionnaire is designed according to field interviews of the service module enterprise and the sample is selected. Then, testing measurement item of the variable of concept model above chapter and purify variables measuring scale according to the final test result after the reliability and validity test.further, testing the significant of hypothesis by hierarchical regression analysis and structural equation modeling. The empirical results show that there exist three paths between the service module based on the value chain and value creation. The first is from service process module based on the value chain to modularity network organization and to value creation. The second is from service object module based on the value chain to modularity network organization and to value creation. The third is from service function module based on the value chain to modularity network organization and to value creation. The three path form together the mechanism of action which the service module based on value chain enforce on value creation. Namely, service product modularity influences value creation by acting on the modularity network organization. However, the impact to the modularity network organization is not obvious. There exit obvious impact which service process module based on the value chain, service obeject module based on the value chain and service function module based on the value chain enforce on the modularity network organization. Three paths constitute the main impact mechanism which service process module based on the value chain enforce on value creation.
The above research shows three concepts. First, the service based on the value chain module is a process in which based on the service in value chain, the vertical integration throughout service activities are disassembled into a plurality of value node having a function of value creation, and through horizontal integration of the value node. A number of service value module provide departments and providers which operate independently or rules designers and integrators of service value module are formed, and it produce a continuous dynamic differentiation and integration process to the value chain. The service module can be understood from two aspects. Namely modularity design, deconstruction and integration of service system and industrial organization service module. Second, apart from the value chain system, it will be advantageous to value creation if the service module is made implement along to four path of the basic service activities, support service activities, service object and service function services modularity based on the value chain including four dimension of service product modularity, service object modularity, service process module and service function module third, services modularity based on the value chain influence value creation positively, the modularity network organization plays an intermediary role, value chain governance plays a role in regulation. There exist three paths between the service module based on the value chain and value creation. The first is from service process module based on the value chain to modularity network organization and to value creation. The second is from service object module based on the value chain to modularity network organization and to value creation. The third is from service function module based on the value chain to modularity network organization and to value creation.
The main innovation in this article lies in:Services modularity operation mechanism is analyzed around value creation core problem from the perspective of value chain. The connotation and dimensions of service modularity are defined based on the value chain so as to develop effective and reliable scale. Value creation path of service modularity is explored based on the value chain. By an exploratory case analysis and theoretical explanation, mechanism mode which service modularity based on value chain enforced on value creation is constructed. Value creation mechanism of modularity services is verified by empirical research method.
迄今为止,现有研究主要运用定性的研究方法分析了服务模块化的可行性、效率、动因、边界、治理等问题。然而,这些研究大多从服务产品和服务技术角度来研究服务模块化,并没有进一步分析服务模块化的内涵、特征和运行机制等问题,特别是基于价值链、从价值创造这一关键维度来探求服务模块化的成果并不多见。此外,现有研究方法比较单一,缺少案例型及实证型的量化研究。
基于此,本文把规范研究、案例分析和实证研究结合起来,力图厘清基于价值链的服务模块化内涵与实质,阐明基于价值链的服务模块化运行规律,探究服务模块化对价值创造的影响机制,求解促进价值创造的服务模块化运行机理。为了达到这一研究目标,本文在文献综述及诠释服务模块化相关概念的基础上,着重进行了以下五方面的研究：
研究一：对服务模块化的前提、生成机理及价值创造本质进行了分析。服务模块化的前提是价值链与服务的耦合,从而形成若干价值单元。价值链中的服务系统可分成人力资源服务模块、服务关系模块、服务质量模块、服务创新模块、服务外包模块、服务信息共享模块、知识服务模块和服务绩效模块等维度,价值链中的每个环节都同这些服务模块中的部分或全部产生或紧或松的耦合。除了分工,基于价值链的服务模块化生成还离不开内外动力要素。在服务组织模块化的外部,客户和技术是服务模块化的两大动力要素。在服务组织模块化的内部,价值协同与风险规避是促成服务模块化的两大动力要素。由于服务活动能够聚焦于价值创造过程的特定服务环节,从而使其已有的核心服务能力要素得到很好的积累、培育和利用；并且,服务模块化会使总量成本下降、系统服务价值提高和创新动力增强；因而,基于价值链的服务模块化有利于价值创造。
研究二：对基于价值链的服务模块化构成要素及其价值创造机理进行了分析。结合企业案例,站在服务价值创造的视角,从价值链系统出发,沿着基本服务活动、辅助服务活动、服务对象和服务职能四条维度来分析实施服务模块化的路径。基于基本服务活动可划分为仓储服务模块、物流服务模块、品牌服务模块、售后服务模块和分销服务模块；基于辅助服务活动可划分为采购服务模块、研发服务模块、人力资源服务模块、基础设施服务模块和金融服务模块；基于服务对象可划分为顾客服务模块和员工服务模块；基于服务职能可划分为服务创新模块、信息服务模块、知识服务模块和服务外包模块。然后,从服务模块要素组合的角度,运用服务模块化网络组织和自组织理论,剖析了基于价值链的服务模块化的价值创造机理。
研究三：以汽车金融服务业和民航业为例,对基于价值链的服务模块化的价值创造机理进行了分析。主要剖析了汽车金融服务业服务模块化的三个层次(服务产品模块化、服务组织模块化和服务产业模块化)与价值创造的关系,并探究了价值创造导向下汽车金融服务业服务模块化的路径,即产业价值链服务模块化、构建新型服务模块和形成立体式生态服务模块化网络。同时,从服务产品模块化、服务流程模块化、服务对象模块化和服务职能模块化四个角度诠释了民航业基于价值链的价值创造特性,并从顾客价值、价值发现、价值创新和价值管理四个层次出发,阐述了民航业基于价值链的服务模块化对价值创造的正向作用。
研究四：构建了基于价值链的服务模块化影响价值创造机制的概念模型。在前文对服务模块化的文献综述、概念阐释、形成前提、生成机理和形成路径的研究基础上,把基于价值链的服务模块化作为自变量,把模块化网络组织作为中介变量,把价值创造作为因变量,把价值链治理结构作为调节变量,同时,将基于价值链的服务模块化进一步分解为服务流程模块化、服务对象模块化、服务职能模块化和服务产品模块化四个维度,以此构建出基于价值链的服务模块化影响价值创造机制的概念模型。
研究五：实证分析了基于价值链的服务模块化对价值创造的影响机制。首先,结合对服务模块化企业的实地访谈来设计调查问卷和选择样本；然后,通过信度和效度检验,检验上一章概念模型中变量的测量题项,并根据最终检验结果纯化变量的测量量表；进一步,展开层次回归分析和结构方程建模,检验假设的显著性;最后,讨论检验结果。实证结果表明,基于价值链的服务模块化与价值创造之间存在三大路径：基于价值链的服务流程模块化→模块化网络组织→价值创造、基于价值链的服务对象模块化→模块化网络组织→价值创造和基于价值链的服务职能模块化→模块化网络组织→价值创造。三条路径共同形成了基于价值链的服务模块化对价值创造的作用机制。具体作用机制为：基于价值链的服务产品模块化通过作用于模块化网络组织,进而影响价值创造,然而,其对于模块化网络组织的影响并不明显；基于价值链的服务流程模块化、基于价值链的服务对象模块化和基于价值链的服务职能模块化对模块化网络组织有显著影响,这三条路径构成了对价值创造的主要影响机制。
以上研究发现：①基于价值链的服务模块化是基于价值链中的服务,把垂直一体化的整个服务活动拆解成若干具有某一价值创造功能的价值节点,通过各价值节点的横向整合,形成多个相对独立运行的服务价值模块的提供部门和提供者,或形成若干服务价值模块规则设计者与集成者,从而使价值链产生持续动态分化与集成的过程。可以从以下二个维度来理解服务模块化：一是服务系统的模块化设计、解构及集成,二是产业组织层面的服务模块化。②从价值链系统出发,沿着基本服务活动、辅助服务活动、服务对象和服务职能四条路径来实施服务模块化利于价值创造。基于价值链的服务模块化包括服务产品模块化、服务流程模块化、服务对象模块化和服务职能模块化四个维度。③基于价值链的服务模块化正向影响价值创造,其中模块化网络组织起着部分中介作用,价值链治理结构起着调节作用。基于价值链的服务模块化作用于价值创造的路径有三：基于价值链的服务流程模块化→模块化网络组织→价值创造；基于价值链的服务对象模块化→模块化网络组织→价值创造；基于价值链的服务职能模块化→模块化网络组织→价值创造。
本文的主要创新之处在于：从价值链角度出发,围绕价值创造这一核心问题,研究服务模块化的运行机制；基于价值链来界定服务模块化的内涵及构成维度,以便在此基础上开发有效可靠的量表；依据价值链来探究服务模块化的价值创造路径；通过探索性案例分析和理论阐释来构建基于价值链的服务模块化影响价值创造的机制模型；实证研究服务模块化的价值创造机制。
For one thing, a spurt of progress of information technology makes the world economy presents the new trend of economic services, service competition has increasingly become the focus of national and regional competition. For another, from labor division to modularity is the general route that industrial organization should be followed in the course of evolution. Modularity is an important study subject of industrial organization.Initially, modularity is used in the manufacturing field. Subsequently, the modularity tendency also appeared in the service industry. According to the view of Aoki Masahiko in2003. Service modularity thought and method will have a profound effect on the production and services in more industrial areas. Therefore, the research about service module gradually becomes the hotspot and frontier in academic circles.
So far, the research results of service module mainly uses qualitative research methods to analyze the feasibility, efficiency, motivation, boundary, government and so on. However, the existing research about services module is mostly from the perspective of service products and services technology, and no further analysis of service modularity connotation, characteristics and operation mechanism. In particular, there are few research based on the value chain and from value creation key dimensions. In addition, it is single and lack of case study and empirical research in the existing research methods.
Therefore, by combining the normative research, case analysis and empirical research method in this paper, the author tries to clarify the connotation, essence and operation rules of service module based on the value chain, inquiry the effect mechanism that service modularity applied to value creation, and seek the service module mechanism to promote the value creation. In order to achieve the above goals, based on the literature review and interpretation of related concepts of service module, the author focus on the following five research:
It is analyzed about service modularity premise, the formation mechanism and value creation nature in study1. The premise of service module is the coupling of value chain and service and form a number of value units. The service system in value chain can be divided into human resources service module, service relationship module, service quality module, service innovation module, service outsourcing module, service information sharing module, knowledge service module, service performance module and so on. Each link in value chain coupling with part or all of the service modules tightly or loosely. In addition to the division, the form of service module based on value chains also inseparable from the internal and external driving factors. In the external of service modularity organization, customer and technology are the two elements contributed to service module. In the internal of service modularity organization, the value synergy and risk aversion are two elements contributed to service module. As a result of service activities can be focused on specific service link in value creation process, its existing core ability can get the best accumulation, cultivation and utilization. It will enable total cost reduce, service system value improve the innovation dynamic enhance by service module. Service module based on value chain is advantageous to value creation.
The service modular elements in value chain and their value creating mechanism are analyzed in study of2. Combined business case, standing on the perspective of service value creation, from the value chain system, the path implementing service module is analyzed along to four paths of the basic service, auxiliary services, service object and service function. It is included warehousing service module, logistics service module, service brand module, after-sale service module and distribution service module in basic services. It is included procurement service module, R&D service module, human capital service module, infrastructure service module and financial services module in auxiliary service activities. It is included customer service module and staff service module in service object. It is included service innovation module, information service module, knowledge service module and service outsourcing module in service function. Then, the value creation mechanism of service module in value chain is analyzed by applying service modular network organization theory and self-organization theory from the point of view of service module factor combination.
Taking the automobile financial services industry and civil aviation industry as examples, value creation mechanism were analyzed in the process of running of services modularity based on the value chain in study of3. The relationship between three levels of service modularity of automobile financial services industry(service product modularity, service industry modularity and service organization modularity) and value creation is mainly analyzed, and service module path of the automobile financial services industry under the guidance of value creation is explored. Namely the service module of industrial value chain, constructing new service module and the formation of three-dimensional services modularity network. At the same time, civil aviation industry value creativity is been interpreted from four angle of service product module, service process module, service object module and service function modular based on value chain. And from the four levels of customer value, value discovery, value innovation and value management, the positive role which service modular enfored on value creation based on value chain is been elaborated in civil aviation industry.
Conceptual model of service modularity based on value chain effect on value creation mechanism is constructed in study4. Based on the research of above chapters about literature review of service modularity, concept interpretation, formation condition, formation mechanism and forming path, taking the service module based on the value chain as independent variable, taking the modularity network organization as intermediary variable, taking the value chain governance structure as moderating variables. At the same time, the service module based on value chain is further decomposed into four dimensions of service process module, service object module, service function module and service product modularity, to construct the conceptual model of influence mechanism which the service module based on value chain enforced on value creation.
The empirical analysis of influence mechanism which the service module based on value chain enforced on value creation is done in study5. Firstly, questionnaire is designed according to field interviews of the service module enterprise and the sample is selected. Then, testing measurement item of the variable of concept model above chapter and purify variables measuring scale according to the final test result after the reliability and validity test.further, testing the significant of hypothesis by hierarchical regression analysis and structural equation modeling. The empirical results show that there exist three paths between the service module based on the value chain and value creation. The first is from service process module based on the value chain to modularity network organization and to value creation. The second is from service object module based on the value chain to modularity network organization and to value creation. The third is from service function module based on the value chain to modularity network organization and to value creation. The three path form together the mechanism of action which the service module based on value chain enforce on value creation. Namely, service product modularity influences value creation by acting on the modularity network organization. However, the impact to the modularity network organization is not obvious. There exit obvious impact which service process module based on the value chain, service obeject module based on the value chain and service function module based on the value chain enforce on the modularity network organization. Three paths constitute the main impact mechanism which service process module based on the value chain enforce on value creation.
The above research shows three concepts. First, the service based on the value chain module is a process in which based on the service in value chain, the vertical integration throughout service activities are disassembled into a plurality of value node having a function of value creation, and through horizontal integration of the value node. A number of service value module provide departments and providers which operate independently or rules designers and integrators of service value module are formed, and it produce a continuous dynamic differentiation and integration process to the value chain. The service module can be understood from two aspects. Namely modularity design, deconstruction and integration of service system and industrial organization service module. Second, apart from the value chain system, it will be advantageous to value creation if the service module is made implement along to four path of the basic service activities, support service activities, service object and service function services modularity based on the value chain including four dimension of service product modularity, service object modularity, service process module and service function module third, services modularity based on the value chain influence value creation positively, the modularity network organization plays an intermediary role, value chain governance plays a role in regulation. There exist three paths between the service module based on the value chain and value creation. The first is from service process module based on the value chain to modularity network organization and to value creation. The second is from service object module based on the value chain to modularity network organization and to value creation. The third is from service function module based on the value chain to modularity network organization and to value creation.
The main innovation in this article lies in:Services modularity operation mechanism is analyzed around value creation core problem from the perspective of value chain. The connotation and dimensions of service modularity are defined based on the value chain so as to develop effective and reliable scale. Value creation path of service modularity is explored based on the value chain. By an exploratory case analysis and theoretical explanation, mechanism mode which service modularity based on value chain enforced on value creation is constructed. Value creation mechanism of modularity services is verified by empirical research method.
引文
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③罗沙贝·坎特(1998)认为它具有以下特征：来自研发服务中心新技术的涌动；鼓励服务创新环境；设立交换服务创新思想的交流通道。(参见保罗·麦耶斯.知识管理与组织设计[M].珠海：珠海出版社,1998.)
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③KMO样本充足度测度是用来检验量表中所有变量之间的简单相关系数平方和与这些变量之间偏相关系数平方和之差的。其值越接近l,说明越适合进行因子分析。当KMO值小于0.7时,则不太适合作因子分析。Bartlett统计值的显著性概率小于等于0.01时,拒绝HO,可作因子分析(马庆国,2002)。
①多重共线性、序列相关和异方差是经济管理研究中经常遇到的三大问题,必须恰当解决,才能得出科学性的结论,正确的引导决策(马庆国,2002)。
①多重共线性是指多个变量有共同的变化趋势,一般常用方差膨胀因子(Variance Inflation Factor, VIF)指数进行判别(马庆国,2002)。若0100,存在严重多重共线性。
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③序列相关指不同期的样本值(不同编号的样本值)之间存在相关关系,通常可用Durbin-Watson值(DW值)来判断(马庆国,2002)(参考马庆国.数据获取,统计原理,SPSS工具与应用研究[M].北京：科管理统计学出版社,2002,27-98.)
①杨杜(2009)(参考杨杜.管理学研究方法[M].大连：东北财经大学出版社,2009：229-229)认为,结构方程模型(Stucture Equation Modeling,SEM)是应用线性方程系统表示观测变量与潜变量之间,以及潜变量之间关系的一种统计方法,它可以通过为难以直接测量的潜变量设定观测变量,用这些可以用于统计分析的观测变量之间的关系来研究潜变量之间的关系。其优点主要有：允许回归方程的自变量含有测量误差、可以同时处理多个因变量、可以测量潜变量和允许更具有弹性的模型设定。
②卞冉等(2007)指出,单维度变量的题项组合方法包括平衡取向、实证取向、随机取向和内容取向四种方法,前三种方法一定程度上依赖于项目之间的实证关系,带有一定的数据驱动取向,而内容取向的方法则相反,它是建立在已有理论或者研究者对项目内容的推理判断之上。
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④参考胡晓鹏.价值系统的模块化与价值转移[M].中国工业经济,2004(1)：68-74.
①参考汤姆·科普兰等译者.贾辉然等.价值评估[M].北京：中国大百科全书出版社,1998.
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①Publin Group属于欧洲第五次框架计划(1998-2002)的一个研究小组,专门负责公共部门的创新研究。
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①参见吴明隆SPSS统计应用实务：问卷分析与应用统计[M].北京：科学出版社,2003.
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③KMO样本充足度测度是用来检验量表中所有变量之间的简单相关系数平方和与这些变量之间偏相关系数平方和之差的。其值越接近l,说明越适合进行因子分析。当KMO值小于0.7时,则不太适合作因子分析。Bartlett统计值的显著性概率小于等于0.01时,拒绝HO,可作因子分析(马庆国,2002)。
①多重共线性、序列相关和异方差是经济管理研究中经常遇到的三大问题,必须恰当解决,才能得出科学性的结论,正确的引导决策(马庆国,2002)。
①多重共线性是指多个变量有共同的变化趋势,一般常用方差膨胀因子(Variance Inflation Factor, VIF)指数进行判别(马庆国,2002)。若0
②异方差问题是指随着解释变量的变化,被解释变量的方差存在明显的变化趋势(不具有常数方差的特征),通常可用散点图进行判断(马庆国,2002)。
③序列相关指不同期的样本值(不同编号的样本值)之间存在相关关系,通常可用Durbin-Watson值(DW值)来判断(马庆国,2002)(参考马庆国.数据获取,统计原理,SPSS工具与应用研究[M].北京：科管理统计学出版社,2002,27-98.)
①杨杜(2009)(参考杨杜.管理学研究方法[M].大连：东北财经大学出版社,2009：229-229)认为,结构方程模型(Stucture Equation Modeling,SEM)是应用线性方程系统表示观测变量与潜变量之间,以及潜变量之间关系的一种统计方法,它可以通过为难以直接测量的潜变量设定观测变量,用这些可以用于统计分析的观测变量之间的关系来研究潜变量之间的关系。其优点主要有：允许回归方程的自变量含有测量误差、可以同时处理多个因变量、可以测量潜变量和允许更具有弹性的模型设定。
②卞冉等(2007)指出,单维度变量的题项组合方法包括平衡取向、实证取向、随机取向和内容取向四种方法,前三种方法一定程度上依赖于项目之间的实证关系,带有一定的数据驱动取向,而内容取向的方法则相反,它是建立在已有理论或者研究者对项目内容的推理判断之上。
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