基于顾客价值创造的服务型企业关键能力构建——以石油工程技术服务企业为例

Identifying Key Capacities for Petroleum Engineering and Technology Service Firms Based on Customer Value Creation

随着产业结构的转型升级,服务型企业占比增大。服务型企业的能力有别于制造业。服务型企业的竞争优势取决于满足顾客需求、创造顾客价值的程度。本文基于顾客价值、企业关键能力、企业竞争优势间关系的分析,针对石油工程技术服务业的特征,从顾客价值创造视角识别石油工程技术服务市场关键需求要素,并对石油工程技术服务企业的关键能力进行了剖析,探讨了其一体化服务模式及特点。在此基础上,运用层次分析法对满足关键需求要素的关键能力进行了梳理和探析,明晰了市场开拓、项目管理、技术装备和财务管理是石油工程技术服务企业的关键能力,并就提升各关键能力的对策进行了探讨。

Petroleum engineering and technology service will become the core competitive Ilelo in petroleum industry. Petroleum engineering and technology service firms＇ competitiveness is determined based on their capabilities to identify and satisfy customers＇ key demand with creation of customer value. This paper takes a view of the logic relations among customer value, business key capabilities and firms＇ competitiveness, identifies customers＇ key demand and analyzes firm＇s key capabilities from perspective of customer value creation with the consideration of petroleum engineering and technology services industry＇s characteristics, and explores the advantage of employing the integrated service mode in the industry. With the use of AHP method petroleum engineering and technology service firm＇s key capabilities are identified as marketing, technology ＆ equipment, engineering project management and financing. Business policies and measures for enhancing the firm＇s key capabilities in petroleum engineering and technology service industry are discussed as well. The competitive environment of petroleum engineering and technology service industry has changed and firms are facing a variety of new challenges. In order to confront the changing environment and be competitive firms have innovated business model by transforming service mode and providing integrated service, which has become the industry＇s development trend. A firm＇s business competitiveness is determined by whether it can identify customers＇ key demand and create customer value, this requires that the firm should cultivate and build up its key capabilities to do so. There are the logic relations among customer value, firm＇s key capacities and firm＇s business competitiveness. Customer value is driven by customers＇ key demand which is determined by customers＇ demand characteristics. The capabilities of identifying and satisfying the customers＇ key demand are the most important drivers for the customer value creation. For identifying key capabilities of petroleum engineering and technology service firms, an integrated business capability indicator system is designed which is composed of aggregated （first-level） indicators including marketing, technology ＆ equipment, engineering project management, human resource management, financing, strategy management, risk management and QHSE and spectively belong to each first-level indicator. Taking the analysis fled that the firms should be able to enhance. disaggregated （second-level） indicators which rewith AHP method the key capabilities are identi fled that the finns should be able to enhance. With the consideration of petroleum engineering and technology service industry＇s characteristics, several influential factors of the industry＇s market demand are considered, among those factors, the integrated service is identified as the key demand factor which is most influential. An integrated service mode oriented by customer value cre- ation developed focusing on satisfying customers＇ integrated service demand via integrated technology and service resources, where a firm which previously provides only one or one kind of advantageous service can extend its business service chain to become an integrated services provider. The integrated service mode is characterized by customization, win-win solution and advantageous technology service. It creates customer value in three aspects： the customized service provides better service quality with enlarged room for reducing service cost; under the win-win solution guidance, not only the customer demand is satisfied with better services, but also the firm＇s relation with its competitors can be dealt with properly through interrelated competition and collaboration; integrated advantageous technology system with solid technology guarantee supports integrated services. The analytical framework and approach provided in the paper can extend to other manufacturer or service industries for firms＇ business capability analysis and improvement of competitive advantage.