“两业”融合背景下大数据何以驱动产品与服务质量双提升:海尔案例

How Can Big Data Drive the Improvement of Both Product and Service Quality in the Context of the Integration of the Advanced Manufacturing and Modern Service Industry:the Case of Haier

数据要素与传统生产要素相结合,催生了数据驱动型生产方式,推动了制造业与服务业的深度融合。在此背景下,大数据驱动企业产品与服务质量实现了双提升。采取纵向单案例研究方法,以海尔集团作为案例企业,以战略匹配理论为理论基础,通过考察企业资源基础和动态能力的变化,探究了“两业”融合背景下大数据驱动企业产品与服务质量双提升的内在机理。研究发现:(1)数据驱动海尔集团产品与服务质量双提升,经历了消费互联网阶段、生产数据化阶段和产业互联网阶段,此三个阶段分别对应着产品与服务质量分离式双提升、嵌入式双提升和融合式双提升。(2)在产品与服务质量分离式双提升阶段,海尔集团采取了敏捷响应战略,在此战略框架下,通过点连式资源拼凑和个性化定制能力推动了海尔集团产品与服务质量分离式双提升。(3)在产品与服务质量嵌入式双提升阶段,海尔集团采取了智能化战略,在此战略框架下,通过汇面式资源编排和智能定制能力推动了海尔集团产品与服务质量嵌入式双提升。(4)在产品与服务质量融合式双提升阶段,海尔集团采取了生态化战略,在此战略框架下,通过网络式资源协奏和生态赋能能力推动了海尔集团产品与服务质量融合式双提升。研究结论丰富了战略匹配理论和动态能力理论的作用边界和适用情景,对制造业企业提升产品与服务质量具有一定的实践指导意义。

The combination of data elements and traditional production factors has given rise to data-driven production methods and promoted the deep integration of manufacturing and service industries.In this context,big data drives enterprise products and service quality to achieve double improvement.This article adopts a longitudinal single case study method,taking Haier Group as the case company,and using strategic matching theory as the theoretical basis.By examining the changes in the enterprise's resource base and dynamic capabilities,it explores the the inner mechanism of double quality improvement of big data-driven enterprise products and services in the context of the integration of the advanced manufacturing and modern service industry.The study found that(1)data drives the improvement of Haier Group's product and service quality,and has gone through the consumer Internet stage for the To C end,the digitalization stage of the production organization process,and the industrial Internet stage for the To B end.These three stages correspond to Product and service quality can be improved through separate double improvements,embedded double improvements,and integrated double improvements.(2)In the stage of separate dual improvement of product and service quality,Haier Group has adopted an agile response strategy.Under this strategic framework,Haier Group has promoted the separate dual improvement of product and service quality through point-connected resource patchwork and personalized customization capabilities.Improvement.(3)In the dual improvement stage of embedded product and service quality,Haier Group has adopted an intelligent strategy.Under this strategic framework,Haier Group's product and service quality embeddedness has been promoted through convergent resource orchestration and intelligent customization capabilities.(4)In the integrated double improvement stage of product and service quality,Haier Group has adopted an ecological strategy.Within this strategic framework,Haier Group's products and services have been promoted through networked resource synergy and ecological empowerment capabilities.Quality integrated double improvement.The research conclusions enrich the functional boundaries and applicable scenarios of strategic matching theory and dynamic capabilities theory,and have certain practical guiding significance for manufacturing enterprises to improve product and service quality.