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製造業のサービス化に向けた顧客とのインタラクションを促進する情報システムのインフラストラクチャー：ハイアールの事例研究

Author(s)勇, 聶Citation
Issue Date

2017‑03

TypeThesis or Dissertation

Text version

ETDURLhttp://hdl.handle.net/10119/14236

RightsDescription

Supervisor:小坂滿隆, 知識科学研究科, 博士

Japan Advanced Institute of Science and Technology

氏

名Yong

Nie

学

位の 種類

博士（知識科学）

学位記号

博知第 199 号番

学 位 授 与年 月 日
論文

題目論 文 審 査 委 員

平成 29 年 3 月 24 日
An IT System Infrastructure Promoting Interaction with Customers
for Manufacturing Servitization: A Case Study of Haier
主査

小坂 満隆 北陸先端科学技術大学院大学教授

池田 満

同教授

橋本 敬

同教授

白肌 邦生

同准教授

板谷 和彦

東京農工大学

教授

論文の内容の要旨

This research explores how manufacturers involve their customers to make knowledge andvalue creation via technological convergence. It aims to clarify the interactive infrastructure ofcustomer interaction for driving servitization in manufacturing in the mobile Internet era.
Servitization, first introduced by Vandermerwe and Rada in 1988, is a competitive
strategy for product companies to create a differentiation advantage by adding services toproducts. Most manufacturers are adopting a servitization strategy to innovate organizational
capabilities and processes to better create mutual value through a shift from selling product toselling a product-service system (PSS) (Baines et al., 2007). However, for many manufacturers,
the PSS only brings them a short-term advantage. Soon after, another commodity trap happensin services, just as it occurs in products. The service commodity leads to increased service
offerings and higher costs but does not lead to correspondingly higher returns (Gebauer et al.,2010). The weakness of the PSS approach is that services are still regarded as distinct
characteristics of products to deliver to customers. The roles of customer engagement causedby the mobile Information technology are not taken into full account.
While we focused on thinking about the above issues on servitization research, Haier, theworld’s biggest home appliance manufacturer, came into our sight. The firm sees customer
interaction as the critical strategy of corporate development. It even formulates the creed “Nointeraction, no Haier”. We think these characteristics are pretty suitable to developing theservitization research from the perspective of customer interaction: Haier is well known for theabilities of understanding consumer needs precisely through service innovation; it regards
customer interaction as the premise of innovation, otherwise, neither incremental innovation
nor disruptive innovation can ensure its customer value; it interacts with one million fans on
average per day, committed to changing the situation of ‘guessing customer needs’ and instead
listen to their voices carefully before production.
The research employed the methodologies of Narrative Analysis and Grounded Theory toconstruct and analyze the data. Grounded theory is an appropriate method for the researchbecause it aims to find the new theories on servitization from the advanced business practices
in the mobile Internet era. As Strauss and Corbin and Strauss (1990) defined, Grounded Theory
is a research approach by which theory is derived from data, systematically organized andanalyzed through the research process. In the method, a researcher does not begin a study witha preconceived theory in mind. Instead, the research begins with an area of study and gets thetheory from the data. Data collection, analysis, and the final theory stand in close relationshipto one another. (Mays & Pope, 1995; Strauss, 1987). The consistency of the findings from thetwo methods makes the research persuasive while keeping the narrative story interesting.
In order to make the analysis process proceed logically and clearly, we selected thequalitative analysis tool of MAXQDA software to deal with the data. We utilized it to aid theanalysis of the transcribed text. All the text was imported into the software. The software
assists us define variables, provide tabular overviews and assign colors and weights to text
segments. Furthermore, every step of the process was easily tracked, and results could beaccessed with just a few clicks. The data was coded repeatedly with trial and error until it
logically generated the theories.
Through the analysis of the 9 categories, their association with the 20 concepts, 91 labels
and the interactive comparison with the raw context, we found the saturation of theory
describing the information system infrastructure of customer interaction as Customer
Self-Serving Platform. New customer values are co-created when the interaction is upgraded
into customer engagement. We define customer engagement as a process of customer
self-actualization, where customers use their enthusiasm and knowledge to do what they areinterested in. Customers are attracted to engage timely and deeply in digital, knowledgeable
and social ways. The emotional award, which customers get from the self-actualization, also
develops the traditional service concept. It activates a positive circle of knowledge and value
creation between Haier and its customers. Moreover, customer self-actualization, as a newexperience adds to the total customer value. Customer value is far beyond product function andis anything that customers think is useful to them.

Keywords: servitization; customer self-serving platform; customer self-actualization; valueco-creation; information service infrastructure

論文審査の結果の要旨
２１世紀に入り、Service Dominant Logic の考え方が発表され、サービスの重要性が多くの産業分野で注目を集めている。その中でも、製造業のサービス化においては、顧客との価値共創という考え方に基づいて、顧客が製品コンセプト策定段階から参加することの重要性が指摘されている。製造業のサービス化の研究では、製品とサービスを一緒に提供する PSS(Product Service System)の研究が盛んだが、本研究が対象とする mobile internet（スマートフォン）や IoT (Internet of Things)などの新たな情報技術を活用した顧客との価値共創に関する研究は、緒についたばかりであり、新規性が高く、実用的にも重要な研究課題である。

本研究では、家電製品で世界トップの企業であり顧客との価値共創を重視する Haier に着目し、事例研究を行った。具体的には、Haier の顧客接点のキーパーソンのインタビューデータ、Haier Open
Partnership Ecosystem (HOPE) platform に関する調査、顧客との価値共創事例データ、などを収集し、これらを分析することで、現実のビジネスに基づいて、第３世代の製造業のサービス化という新コンセプ
トの提案を行った。このコンセプトは、mobile internet や IoT 時代の顧客共創プラットフォームである
Customer Self-Service IT Infrastructure1(CSSP)モデルを中核とし、それを活用して顧客との価値共創を促進するマネジメントスタイルや、価値創造における顧客の役割と製造業の役割を明らかにしている。
特に CSSP は、SNS による Social Engagement, センサを製品に埋め込む Digital Engagement, コミュ
ニティ活動を IT で支援する Knowledge engagement の３つで構成され、新製品開発に対する顧客の積極的な関与を、IT 技術で支援する mobile internet や IoT 時代の新たなサービスシステムとして、学術的にも実用的にも価値の高いモデルである。mobile internet や IoT はこれからの製造業を変える IT 技術として注目されており、製造業のサービス化の理論的な研究や実ビジネスにおいて、提案モデルの適用可能性がおおいに拡がるものと考える。
以上、本論文は、サービスサイエンスにおける製造業のサービス化の分野において、mobile internetや IoT 時代の顧客との価値共創モデルに対する新しい理論モデルを提案し、その有効性を示したものであり、学術的に貢献するところが大きい。また、顧客の知識や経験を新製品開発の重要な要素としたモデルであり、知識科学的にも意義がある。よって博士（知識科学）の学位論文として十分価値あるものと認めた。