大规模定制服务适用性评价研究
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摘要
在经济全球化和顾客需求多样化的经营环境下,越来越多的服务企业认识到大规模定制服务是其提升竞争力的“利器良方”,因此服务企业都不同程度的面临着是否实施大规模定制服务策略的战略抉择。然而当前大规模定制服务才刚刚起步,相关研究或是针对其分类、策略、内涵或从某一角度对大规模定制服务的技术进行研究,尚未涉及到服务企业实施大规模定制服务策略的适用性方面。针对一个服务企业,其是否适合实施大规模定制服务策略还没有量化的评价指标体系。因此本文在提出大规模定制服务适用性影响因素模型的基础上构建了大规模定制服务适用性评价指标体系,从而为服务企业实施大规模定制服务策略提供决策依据。
首先,本文在回顾国内外大规模定制服务研究现状的基础上说明了当前大规模定制服务的实施条件和适用性评价研究比较缺乏,揭示了进行大规模定制服务适用性评价研究的理论价值和现实意义。
接着,在大规模定制服务相关理论的基础上本文分析了大规模定制服务适用性的两个基本问题：什么样的服务适合大规模定制服务、什么样的服务企业适合大规模定制服务,进而分类总结了服务企业实施大规模定制服务的必备能力要素,提出大规模定制服务适用性的影响因素模型并逐个因素剖析,从而为服务企业实施大规模定制的适用性评价奠定了基础。
然后,论文重点从服务与市场适用性、组织协调适用性、资源与运营管理适用性、服务能力适用性四方面构建了大规模定制服务适用性评价指标体系,确定了权重及权重优化方法,进而借助模糊综合评价法构建了大规模定制服务适用性评价模型。
最后,本文以北京申通快递服务有限公司为例,分析了该公司快递服务的概况,对其实施大规模定制服务的适用程度进行了全面的评价,同时通过MCE软件验证,确保了评价的准确性和便捷性,接着基于该评价结果指出北京申通快递服务有限公司实施大规模定制服务策略的不足之处,并提出相应改进建议。
As the globalization of markets and diversity of customer needs in modern society, more and more companies recognize that mass customization services emerged as a powerful weapon to enhance their competitiveness. So service companies are faced the choice that whether to implement the mass customization services. But now, the researches of mass customization services mostly emphasize its classification, implications and technology. The applicability of mass customization services has not been studied. So researching the applicability of mass customization services for enterprise's strategy decision is the main purpose of this paper.
Firstly, reviewing the domestic and international papers of the mass customization services points out that the research about its applicability is lack of. And there is both practical and theoretical significance to study the applicability of mass customization services.
Secondly, based on the theory of mass customization services we analyze two basic questions——what kind of service and what kind of service company are suitable for mass customization services. We summarize the necessary conditions and abilities to carry out the mass customization services. And then the applicability factor model of mass customization services is provided.
Thirdly, analyzed from the applicability of service and market suitability, organize and coordinate, the resources and operations management, the service capability, the applicable assessment index system of mass customization services is established. After determining the weight and weight optimization method, we use fuzzy comprehensive evaluation method to establish the applicability of mass customization services evaluation model.
Finally, through the investigation of The Beijing Shen Tong Express Limited Company, we evaluate its degree of mass customization services and use MCE software to ensure the accuracy of the evaluation. Based on the results, we find this company's shortcomings and propose some improvement suggestions.
首先,本文在回顾国内外大规模定制服务研究现状的基础上说明了当前大规模定制服务的实施条件和适用性评价研究比较缺乏,揭示了进行大规模定制服务适用性评价研究的理论价值和现实意义。
接着,在大规模定制服务相关理论的基础上本文分析了大规模定制服务适用性的两个基本问题：什么样的服务适合大规模定制服务、什么样的服务企业适合大规模定制服务,进而分类总结了服务企业实施大规模定制服务的必备能力要素,提出大规模定制服务适用性的影响因素模型并逐个因素剖析,从而为服务企业实施大规模定制的适用性评价奠定了基础。
然后,论文重点从服务与市场适用性、组织协调适用性、资源与运营管理适用性、服务能力适用性四方面构建了大规模定制服务适用性评价指标体系,确定了权重及权重优化方法,进而借助模糊综合评价法构建了大规模定制服务适用性评价模型。
最后,本文以北京申通快递服务有限公司为例,分析了该公司快递服务的概况,对其实施大规模定制服务的适用程度进行了全面的评价,同时通过MCE软件验证,确保了评价的准确性和便捷性,接着基于该评价结果指出北京申通快递服务有限公司实施大规模定制服务策略的不足之处,并提出相应改进建议。
As the globalization of markets and diversity of customer needs in modern society, more and more companies recognize that mass customization services emerged as a powerful weapon to enhance their competitiveness. So service companies are faced the choice that whether to implement the mass customization services. But now, the researches of mass customization services mostly emphasize its classification, implications and technology. The applicability of mass customization services has not been studied. So researching the applicability of mass customization services for enterprise's strategy decision is the main purpose of this paper.
Firstly, reviewing the domestic and international papers of the mass customization services points out that the research about its applicability is lack of. And there is both practical and theoretical significance to study the applicability of mass customization services.
Secondly, based on the theory of mass customization services we analyze two basic questions——what kind of service and what kind of service company are suitable for mass customization services. We summarize the necessary conditions and abilities to carry out the mass customization services. And then the applicability factor model of mass customization services is provided.
Thirdly, analyzed from the applicability of service and market suitability, organize and coordinate, the resources and operations management, the service capability, the applicable assessment index system of mass customization services is established. After determining the weight and weight optimization method, we use fuzzy comprehensive evaluation method to establish the applicability of mass customization services evaluation model.
Finally, through the investigation of The Beijing Shen Tong Express Limited Company, we evaluate its degree of mass customization services and use MCE software to ensure the accuracy of the evaluation. Based on the results, we find this company's shortcomings and propose some improvement suggestions.
引文
[1]安军玲.大规模定制的适用性评价研究[D].秦皇岛：燕山大学,2010.
[2]Linda Peters, Hasannudin Saidin. IT and the mass customization of sevriees:the challenge of implementation [J], International Journal of Information Management,2000(20):103-119.
[3]James M. Tien. Services:A System's Perspective [J]. IEEE Systems Journal,2008,2(1).
[4]Giovani Da Silveira, Denis Boernstein, FlaH vio S.Fogliatto. Mass customization:Literature review and research directions [J], Int. J. Production Economics,2001,72(12):1-13.
[5]Balasubramaniam Rmesh, Amrit Tiwana, and Kannan Mohan. Supporting Information Product and Sevice Fmailies with Traceability [J], Lecture Notes in Computer Science,2002, VolumF2290:353-363.
[6]Micthell M. Tsneg,Frak T. Piller主编,杨青海等译.以客户为中心的企业——大批量定制与个性化的融合发展[M],北京：世界图书出版公司,2004.
[7]韩顺平.大规模定制在服务企业的应用策略研究[D].经济理论与经济管理.2006,(11)：53-57.
[8]李靖华.服务大规模定制实现机理分析：制造业与服务业融合视角[D].科技管理研究.2008,(2)：143-145.
[9]赵愚,王迎军.服务业模块化运营的系统分析[J].天津师范大学学报(社会科学版)2008(197)：32-36.
[10]李秉翰.服务模块化的可行性[J].市场营销导刊2009(1)：26-30.
[11]徐晓飞,王忠杰,莫同.服务工程方法体系[J].计算机集成制造系统,2007,13(8)：1457-1464.
[12]关增产.面向大规模定制的服务模块化研究[J].价值工程2009(11)：99-102.
[13]朱丰.面向大规模定制的服务族设计方法研究[D].沈阳：东北大学,2005.
[14]汪纯孝,蔡浩然.服务营销与服务质量管理[M].广州：中山大学出版社,1996.
[15]Chase Richard B.,The Customer Contact Approach to Service:Theoretical Bases and Practical Extensions,Operations Reasearch,V29,Issue 4,1981.
[16]Schmenner Roger W.,How Can Service Businesses Survive and Prosper Sloan Management Review,Spring 1986,p,22.
[17]Lovelock Christopher H.,Classifying Services to Gain Strategic Insights, Journal of Marketing, V47,Summer 1983,p.13.
[18]韩顺平.大规模定制在服务企业的应用策略研究[J].经济理论与经济管理2006(11)：55-56.
[19]理查德.L.达夫特著,李维安等泽.组织理论与设计精要[M].北京：机械工业出版社,1999.
[20]朱凌云.面向大规模定制产品设计的客户需求处理关键技术研究[D].合肥：合肥工大,2008.
[21]江文斌.基于大规模定制的客户需求有效化处理研究[D].重庆：重庆工商大学,2009.
[22]关增产,吴青列.大规模定制模式下的客户需求聚类分析与定制优化[J].南京：东南大学,2009.
[23]徐建中,于士元等.基于贝叶斯网络的企业大规模定制能力评价研究[J].科技与管理,2006,(5)：16-18.
[24]贾滨.论基于企业能力的大规模定制.全国商情(经济理论研究).2005(2)：62-65.
[25]罗罡,吴清烈.企业大规模定制能力模糊综合评价研究.现代管理科学.2005,(7)：86-89.
[26]单汩源,于福秋.大规模定制企业快速反应能力的模糊综合评价研究.现代情报,2005,(10)：163-165.
[27]钟祖昌.基于产品生命周期的供应商绩效评价及选择研究[J].采购与供应练管理2008—2009：556-557.
[28]北京申通快递服务有限公司.http://www.bjsto.cn/index.aspx.
[29]北京申通快递服务有限公司组织结构.http://www.bjsto.cn/index.aspx?menuid=3&type=introduct&lanmuid=61&language=cn.
[30]北京中通快递服务有限公司业务流程.http://www.bjsto.cn/index.aspx?menuid=4&type=introduct&lanmuid=7&language=cn.
[31]Zollo M, Winter S G. Deliberate learning and the evolution of dynamic capabilities [J]. Organization science.2002,Vol.13(3),p339-351.
[32]IMD. World Competitiveness Yearbook(2002/2003/2004/2005). Switzerland:IMD Lausanne.
[33]World Economic Forum. The Global Competitive Report 2001. Oxford University Press,2002.
[34]Allan Mulengani Katwalo. An overview of competence development in SMEs [J].Int. J. Strategic Change management, Vol.1, Nos.1/2,2006, p89-96.
[35]Jrg Freiling, Sybille Huth. Limitation and challenges of benchmarking A compentence-based perspective [J].Advances in Applied Business Strategy, Volume 8,2004,p3-p25.
[36]Thomas Ritter, Hans Georg Gem nden.The impact of a companys business strategy on its technological competence, network competence and innovation success [J].Journal of Business Research, Volume 57, Issue 5, May 2004,p548-556.
[37]Dosi Giovanni.Dynamic Competence and Firm Performance. International Institute for Applied Systerms Analysis.February,2000.
[38]May Aung and Roger Heeler, "Core Competencies of Service Firms:A Framework for Strategic Decisions in International Markets", Journal of Marketing Management,2001.
[39]杜栋,庞庆华,吴炎.现代综合评价方法与案例精选[M].北京：清华大学出版社,2008.
[40]李卫东.企业竞争力评价理论与方法研究[M].北京：中国市场出版社,2009.
[41]韩梅,吴斌,曾辉.服务企业核心竞争力的评价与培育[M].天津：南开大学出版社,2008.
[42]刘凤瑜.服务生产力及其评价体系[M].天津：南开大学出版社,2008.
[43]·童煜.服务企业核心能力研究[D].武汉：武汉大学,2004.
[44]韩顺平.服务企业竞争战略研究[D].南京：南京大学,2002.
[45]曾锵.基于顾客价值的服务标准化与服务定制化研究[J].北方商贸.2005.
[46]李南翔.企业核心竞争力的评估研究[D].长沙：中南大学,2004.
[47]高金良.基于技术创新的科技型中小企业内部环境管理研究[D].天津：天津财经大学,2008.
[48]匡志伟.第三方物流供应商的选择研究[D].武汉：武汉理工大学,2007.
[49]贾洪涛.企业并购目标选择研究[D].内蒙古：内蒙古工业大学,2007.
[50]贾如.IT投资评价指标体系的研究与应用[D].内蒙古：内蒙古大学,2007.
[51]崔新坤.服务企业网络组织的建设模式与方法研究[D].天津：天津理工大学,2009.第50页/共58页
[2]Linda Peters, Hasannudin Saidin. IT and the mass customization of sevriees:the challenge of implementation [J], International Journal of Information Management,2000(20):103-119.
[3]James M. Tien. Services:A System's Perspective [J]. IEEE Systems Journal,2008,2(1).
[4]Giovani Da Silveira, Denis Boernstein, FlaH vio S.Fogliatto. Mass customization:Literature review and research directions [J], Int. J. Production Economics,2001,72(12):1-13.
[5]Balasubramaniam Rmesh, Amrit Tiwana, and Kannan Mohan. Supporting Information Product and Sevice Fmailies with Traceability [J], Lecture Notes in Computer Science,2002, VolumF2290:353-363.
[6]Micthell M. Tsneg,Frak T. Piller主编,杨青海等译.以客户为中心的企业——大批量定制与个性化的融合发展[M],北京：世界图书出版公司,2004.
[7]韩顺平.大规模定制在服务企业的应用策略研究[D].经济理论与经济管理.2006,(11)：53-57.
[8]李靖华.服务大规模定制实现机理分析：制造业与服务业融合视角[D].科技管理研究.2008,(2)：143-145.
[9]赵愚,王迎军.服务业模块化运营的系统分析[J].天津师范大学学报(社会科学版)2008(197)：32-36.
[10]李秉翰.服务模块化的可行性[J].市场营销导刊2009(1)：26-30.
[11]徐晓飞,王忠杰,莫同.服务工程方法体系[J].计算机集成制造系统,2007,13(8)：1457-1464.
[12]关增产.面向大规模定制的服务模块化研究[J].价值工程2009(11)：99-102.
[13]朱丰.面向大规模定制的服务族设计方法研究[D].沈阳：东北大学,2005.
[14]汪纯孝,蔡浩然.服务营销与服务质量管理[M].广州：中山大学出版社,1996.
[15]Chase Richard B.,The Customer Contact Approach to Service:Theoretical Bases and Practical Extensions,Operations Reasearch,V29,Issue 4,1981.
[16]Schmenner Roger W.,How Can Service Businesses Survive and Prosper Sloan Management Review,Spring 1986,p,22.
[17]Lovelock Christopher H.,Classifying Services to Gain Strategic Insights, Journal of Marketing, V47,Summer 1983,p.13.
[18]韩顺平.大规模定制在服务企业的应用策略研究[J].经济理论与经济管理2006(11)：55-56.
[19]理查德.L.达夫特著,李维安等泽.组织理论与设计精要[M].北京：机械工业出版社,1999.
[20]朱凌云.面向大规模定制产品设计的客户需求处理关键技术研究[D].合肥：合肥工大,2008.
[21]江文斌.基于大规模定制的客户需求有效化处理研究[D].重庆：重庆工商大学,2009.
[22]关增产,吴青列.大规模定制模式下的客户需求聚类分析与定制优化[J].南京：东南大学,2009.
[23]徐建中,于士元等.基于贝叶斯网络的企业大规模定制能力评价研究[J].科技与管理,2006,(5)：16-18.
[24]贾滨.论基于企业能力的大规模定制.全国商情(经济理论研究).2005(2)：62-65.
[25]罗罡,吴清烈.企业大规模定制能力模糊综合评价研究.现代管理科学.2005,(7)：86-89.
[26]单汩源,于福秋.大规模定制企业快速反应能力的模糊综合评价研究.现代情报,2005,(10)：163-165.
[27]钟祖昌.基于产品生命周期的供应商绩效评价及选择研究[J].采购与供应练管理2008—2009：556-557.
[28]北京申通快递服务有限公司.http://www.bjsto.cn/index.aspx.
[29]北京申通快递服务有限公司组织结构.http://www.bjsto.cn/index.aspx?menuid=3&type=introduct&lanmuid=61&language=cn.
[30]北京中通快递服务有限公司业务流程.http://www.bjsto.cn/index.aspx?menuid=4&type=introduct&lanmuid=7&language=cn.
[31]Zollo M, Winter S G. Deliberate learning and the evolution of dynamic capabilities [J]. Organization science.2002,Vol.13(3),p339-351.
[32]IMD. World Competitiveness Yearbook(2002/2003/2004/2005). Switzerland:IMD Lausanne.
[33]World Economic Forum. The Global Competitive Report 2001. Oxford University Press,2002.
[34]Allan Mulengani Katwalo. An overview of competence development in SMEs [J].Int. J. Strategic Change management, Vol.1, Nos.1/2,2006, p89-96.
[35]Jrg Freiling, Sybille Huth. Limitation and challenges of benchmarking A compentence-based perspective [J].Advances in Applied Business Strategy, Volume 8,2004,p3-p25.
[36]Thomas Ritter, Hans Georg Gem nden.The impact of a companys business strategy on its technological competence, network competence and innovation success [J].Journal of Business Research, Volume 57, Issue 5, May 2004,p548-556.
[37]Dosi Giovanni.Dynamic Competence and Firm Performance. International Institute for Applied Systerms Analysis.February,2000.
[38]May Aung and Roger Heeler, "Core Competencies of Service Firms:A Framework for Strategic Decisions in International Markets", Journal of Marketing Management,2001.
[39]杜栋,庞庆华,吴炎.现代综合评价方法与案例精选[M].北京：清华大学出版社,2008.
[40]李卫东.企业竞争力评价理论与方法研究[M].北京：中国市场出版社,2009.
[41]韩梅,吴斌,曾辉.服务企业核心竞争力的评价与培育[M].天津：南开大学出版社,2008.
[42]刘凤瑜.服务生产力及其评价体系[M].天津：南开大学出版社,2008.
[43]·童煜.服务企业核心能力研究[D].武汉：武汉大学,2004.
[44]韩顺平.服务企业竞争战略研究[D].南京：南京大学,2002.
[45]曾锵.基于顾客价值的服务标准化与服务定制化研究[J].北方商贸.2005.
[46]李南翔.企业核心竞争力的评估研究[D].长沙：中南大学,2004.
[47]高金良.基于技术创新的科技型中小企业内部环境管理研究[D].天津：天津财经大学,2008.
[48]匡志伟.第三方物流供应商的选择研究[D].武汉：武汉理工大学,2007.
[49]贾洪涛.企业并购目标选择研究[D].内蒙古：内蒙古工业大学,2007.
[50]贾如.IT投资评价指标体系的研究与应用[D].内蒙古：内蒙古大学,2007.
[51]崔新坤.服务企业网络组织的建设模式与方法研究[D].天津：天津理工大学,2009.第50页/共58页