基于模块化架构的产品竞争力研究——以海信平板彩电为例

Research on Competitive Advantage of China's Color TV Industry Based on Modular Product Architecture——the Case of Hisense Flat-panel TVs

进入21世纪后,模块化作为引领"动态变化时代竞争战略"得到了学术界广泛的关注。本文研究旨在以海信为案例研究,从模块化产品架构理论视点,系统揭示中国平板电视的模块化设计与生产能力形成过程与特征、路径,构建模块化产品架构与企业竞争优势的理论模型。本文认为,模块化产品架构可以给企业带来品种多样、功能先进、快速上市、高质量、低成本等竞争优势。企业系统构建产品品种、功能、速度、质量和成本等方面竞争力,且在上述五大指标方面实现"度"的平衡,在低成本与差异化方面寻求产品整体性价比最优,从而找到实现企业竞争优势的新方法、新途径。

Recently, modular has attracted extensive attention in academic as the leading of ＂Competition strategy of dynamic changeable era＂. The purpose of this study is to take Hisense Electronics Co Ltd as a case study, revealing the status, formation process and characteristics of the Chinese flat-panel TV＇s modular design and production, building a theoretical framework about the relationship between modular product structure and the color TV industry competitive advantages. This paper argues that modular product architecture can bring advantages to the enterprises as followings, more product variety, advanced functionality, fast time to market, high-quality and low-cost. The enterprises not only systematically build competitiveness in product variety, functionality, speed, quality and cost, but also need to achieve the balance of ＂degree＂ between the above five indicators. An enterprise must seek the best value between price and performance from low-cost and differentiated products, in order to find new methods and ways to have more competitive advantages.