服务主导型供应链中互动模型与协同价值创造——基于方兴物流的案例研究

Interaction Model and Value Co-creation in Service-oriented Supply Chain: A Case Study of Fangxing Logistics

随着市场由产品导向向服务导向的转变,互动作为供应链管理的一项重要功能正日益得到更广泛的关注。本文在梳理相关互动研究的基础上,从社会网络的视角运用利益相关者理论提出了四方互动模型,并运用山东方兴物流公司的单案例研究方法,验证了该理论模型的核心内容和主要路径在实践中的适用性,即在服务主导型供应链的运行中,服务品牌或价值的形成与建立存在着四种互动主体和相应的互动行为。这四种主体是企业(或服务集成商)、客户、网络中成员(或称微专业服务商、贡献者)以及社会利益相关者。该模型既充实和扩展了传统的互动理论,也为企业的多方互动提供了实践参照,特别是为解决中国农村问题提供了新的启示和思路。

As the market is undergoing the transformation from the product-oriented to the serv- ice-oriented model, interaction as an important function of supply chain management has attracted more and more attention. Developed from the relevant interaction research, this paper proposes a four-party interaction model based on the social network perspective and the stakeholder theory. Moreover, by studying the single case of Fangxing Logistics in Shandong province, it proves the applicability of the core content and main path of the theory model in practice. The establishment of service brand or value in the service supply chain context involves four interactive subjects and the corresponding interactions, which are the focal firm （or service integrator）, customers, members of the network （micro-specialist service providers, or contributors）, and community stake- holders. The model not only enriches and expands the traditional interaction theory, but also functions as a reference for the interactive multi-practices of companies, and especially, it provides new inspiration and ideas for solving problems in rural China.