面向市场的制造企业服务策略研究--基于制造能力的调节效应

摘要

This article studies the moderating effect of manufacturing capacity on the relationship of marketing environment and service strategies.Based on the research of the marketing outlook and resource outlook of manufacturing strategies, put forward the research hypothesis:the marketing environment has influence on the decision of service strategies for manufacturing enterprise and manufacturing capacity has significant moderating effect on the relationship of marketing en-vironment and service strategies.The empirical analysis of this research is supported by the International Manufacturing Strategy Survey 2009.Data analysis shows that the flexible manufacturing capacity has significant moderating effect on the relationship of marketing environment and after-sales maintenance service,subscription service,product upgrade service, maintenance service;the comprehensive support capacity has significant moderating effect on the relationship of marketing environment and after-sales maintenance service,product upgrade service,using training services,maintenance service.%研究了制造能力对于市场环境和服务策略之间关系的调节效应。在制造战略市场观和资源观理论的基础上，提出研究假设：市场环境影响制造企业服务策略的制定，且制造能力对于市场环境和服务策略之间的关系具有显著的调节效应。在国际制造战略调查2009的支持下，对研究假设进行验证。结果显示，柔性制造能力对于市场环境和售后维护服务、计时收费服务、产品升级服务、维修服务的关系具有显著的调节作用；综合保障能力对于市场环境和售后维护服务、产品升级服务、使用培训服务、维修服务的关系具有显著的调节作用。