基于客户价值分析的增材制造商业模式研究  

The Additive Manufacturing Business Model Based on Customer Value Analysis

作　　者：孙昊昱 张霞 李巍[2] Sun Haoyu;Zhang Xia;Li Wei(School of Business,Hunan University,Changsha 410082,China;School of Economics and Trade,Hunan University,Changsha 410079,China)

机构地区：[1]湖南大学工商管理学院,湖南长沙410082 [2]湖南大学经济与贸易学院,湖南长沙410079

出　　处：《科技进步与对策》2022年第18期60-66,共7页Science & Technology Progress and Policy

基　　金：国家自然科学基金青年项目(71601074);湖南省自然科学基金面上项目(2019JJ40042)。

摘　　要：近年来,增材制造(3D打印)技术因其定制化、低成本、快速成型等特点广泛应用于航空航天、汽车等领域,具有广阔的发展前景。据预测,2018—2022年全球增材制造产业复合增长率将达到26%,年增长率可达19.63%。基于增材制造的技术特性和商业模式构建原理,从客户价值角度深入分析个性化(交互程度)、价格、时间3个维度及7种商业模式,以此构建增材制造(3D打印)商业模式体系,并基于“以客户为中心”的市场现状选取3种商业模式体系分析其内在逻辑,以探求如何利用增材制造的商业特性实现供应链上下游资源整合,进而寻找客户价值提升路径。In recent years,additive manufacturing(3D printing)technology has been widely used in aerospace,automotive and other fields because of its customization,low cost,rapid prototyping and other characteristics,and has broad development prospects.It is predicted that the global additive manufacturing industry will keep growing.The compound annual growth rate will reach at 26%in 2022,and the annual growth rate will reach at 19.63%.There are a large number of literatures in the academic field analyzing the problems existing in the application of additive manufacturing and its business model innovation,but the innovation discussion mainly focuses on the development of a single enterprise,and lacks a systematic analysis of how additive manufacturing enterprises use the supply chain to integrate upstream and downstream resources to form a functional complementary complex.The essence of the business model lies in value creation,centering around the value creation participants and activities.Customers are the value transmission node in the process of input,transformation and output.As their demand differentiation is constantly improving,it is difficult for traditional subtractive manufacturing enterprises to reduce costs through economies of scale,that is,there is an essential conflict between meeting personalized needs and realizing scale economy.In addition,due to intensified market competition,customers can enjoy high-quality products and services at lower prices or even free of charge.Therefore,the traditional subtractive manufacturing enterprises need to achieve breakthroughs on the basis of the original industry,and form a customer-centered business model for additive manufacturing materials.This paper distinguishes the differences between traditional subtractive manufacturing and additive manufacturing industries in value creation activities.On the basis of the existing research results at home and abroad,this paper depicts customer value based on Kotler's"customer transfer value"and customer satisfaction,and traces t

关 键 词：增材制造 商业模式 技术特性 

分 类 号：F406.69[经济管理—产业经济]