Machine tool manufacturing enterprise manufacturing and service depth combination

The release of the "Decision of the State Council on Accelerating the Cultivation and Development of Strategic Emerging Industries" has made the concept of high-end equipment manufacturing a key to the "Twelfth Five-Year Plan".

Zhang Xiangmu, director of the Equipment Industry Department of the Ministry of Industry and Information Technology, said at the "4th Asian Manufacturing Annual Conference" that during the "Twelfth Five-Year Plan" period, the overall idea for developing high-end equipment manufacturing industry is to face industrial upgrading and strategic emerging in China. The urgent need for industrial development focuses on the development of smart manufacturing, green manufacturing and service manufacturing.

The importance of service-oriented manufacturing is being more and more widely recognized and accepted, and it has become the trend of the development of equipment manufacturing industry. Wu Bolin, executive director of the China Machine Tool Industry Association, also made it clear that "the construction of service-oriented enterprises is on the agenda."

Wu Bolin pointed out that at present, many key key enterprises in the industry, such as Shenyang, Beiyi, Dalian, etc., have set up national service 4S stores, which solves the problem of concept itself, but at the same time there is still a need to improve service capabilities and levels. problem. To transform, we must change from simply selling products to selling products and selling services. From simple manufacturing enterprises to manufacturing and service-oriented enterprises, industry enterprises have to pay a lot of hard and in-depth efforts.

Financial crisis promotes transformation

In fact, the financial crisis has brought a lot of inspiration to the industry. After the baptism of the financial turmoil, many enterprises have carried out profound reflections and made corresponding adjustments to the future development strategy. From the production and operation-oriented enterprises to the comprehensive service-oriented enterprises, almost reached a consensus.

With the development of the economy and the advancement of society, the requirements of customers for services are getting higher and higher. The traditional service model can no longer meet the ever-increasing service demands of customers. The transformation of manufacturing enterprises into service-oriented enterprises is the trend. In fact, at the beginning of 2009, when the state issued and implemented the Equipment Equipment Adjustment and Revitalization Plan, in order to implement the revitalization plan, the machine tool industry proposed a three-year revitalization goal, and explicitly mentioned the need to vigorously develop the modern manufacturing service industry. Large machine tool manufacturing enterprises should gradually shift from simple manufacturing to production service enterprises, thereby extending the industrial chain and improving the overall value and efficiency of the industry.

For machine tool companies, it is necessary to focus on improving the supply capacity of complete sets of technology and automated production lines, and strive to cultivate system assembly companies, engineering general contractors, overall solutions and manufacturing expert systems.

Specifically, it is necessary for enterprises to comprehensively improve the quality and scope of services, and to infiltrate services into all aspects, including technical consultation, customer training, financial settlement methods, logistics work, product technical services, assisting customers in secondary development, and satisfying customers. Personalized needs and other aspects. At the same time, try to solve the problem in the shortest time for the customer to meet the needs of any customer, and maximize the response speed.

The transformation of Shenyang Machine Tool Group, a leading company in the industry, to manufacturing service-oriented enterprises is still relatively early.

For example, Shenyang Machine Tool Group took the lead in creating a service system that is in line with international standards, and was the first in China to use the Call center system established by modern information technology. Shenyang Machine Tool Group has formed a strong customer service center, opened a 400 customer service hotline, unified customer demand information portal, centralized acceptance and rapid response to customer needs. The group also uses interdisciplinary technology and application integration to achieve full integration of customer service hotline systems, customer service business management systems, customer service knowledge base systems, short message service platforms and multimedia data. Up to now, the Group's customer service return rate has reached 100%, the response time rate has reached 97% within 2 hours, and the customer satisfaction rate has risen to 86%.

Recently, the 8th 4S shop of Shenyang Machine Tool Group has also settled in Xi'an. The goal of Shenyang Machine Tool Group is to establish 50 to 70 4S stores in China before 2015.

Core products and services combined

From the history of global industrial development, in the initial stage of industrialization, manufacturing is the mainstay of industry; in the middle and late stages of industrialization, the service industry has gradually become the mainstay of industry. Today, machine tool companies in Europe and the United States have entered the "post-industrial era", relying on the advantages of non-manufacturing areas such as brands and services to occupy an advantage in the global high-end market.

At present, China is in the stage of accelerating industrialization to the middle and late stage. If the integration of service industry and manufacturing industry cannot be achieved, it will be difficult to raise the level of industrialization and it is difficult to enhance international competitiveness. Based on this understanding, the development of service-oriented manufacturing determines the speed of modernization of China's manufacturing industry to a certain extent.

The machine tool enterprise creates a service system, not only in improving the hardware and management level, but more importantly, it is to improve the quality of the marketing and technical service team, and to advocate the concept of “customer first” and create maximum value for customers.

In particular, it is worth mentioning that a key factor in the deep integration of manufacturing and service is that the enterprise itself must have core products or core capabilities, and innovation around core products or core capabilities, combined with the service industry, can achieve better. development of. Only by surrounding its core products, customers recognize its overall solution.