服务供应商合作的制造企业服务化品牌价值——网络嵌入性视角的解释

Service Brand Value of Manufacturing Enterprises Cooperated by Service Providers—Explanation from the Perspective of Network Embeddedness

在制造企业“产品 + 服务”的发展模式背景下,服务化转型面临着“服务悖论”等经济问题的考验。本文从网络嵌入性理论视角,分析制造企业服务化转型过程中的品牌价值构建问题,提出服务供应商通过品牌关联效益对制造企业服务化品牌价值具有一定影响。

Under the background of the “product + service” development model of manufacturing enterprises, the transformation of service is facing the test of economic problems such as “service paradox”. From the perspective of network embeddedness theory, this paper analyzes the problem of brand value construction in the process of manufacturing enterprises’ service-oriented transformation, and proposes that service providers have a certain impact on manufacturing enterprises’ service-oriented brand value through brand-related benefits.