STUDY ON SERVICE INNOVATION STRATEGY
OF N COMPANY
A Master Thesis Submitted to
University of Electronic Science and Technology of China
Discipline: Business Administration（MBA）
Author: Fu Enyang
Supervisor: Prof. Mu Yinping
School: School of Management and Economics
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摘 要
I
摘 要
N公司隶属于信息技术欧亿·体育（中国）有限公司中的一个细分欧亿·体育（中国）有限公司-----企业级数据存储管理欧亿·体育（中国）有限公司，
其产品和解决方案在业界处于领导者象限。近年来，受外部环境因素的影响，N
公司正面临销量增速放缓、销售利润减少，市场占有率下降的困境。为了适应外
部环境的改变，满足不断提升的客户需求，提升公司在市场的欧亿·体育（中国）有限公司地位，N公司
执行了整体收缩战略。不仅从产品技术、市场营销、渠道建设等层面实施优化，
还对服务团队的规模也进行了收缩。在削减服务团队规模的同时，尝试通过一系
列服务创新来改善服务质量，寻求在技术差异化领域优势逐渐减弱的情况下，通
过服务的差异化来改善用户的产品使用体验，维持用户满意度从而提升企业竞争
力。N公司采用的服务创新方式主要聚焦于服务组织创新和服务产品创新两个方
面，两个措施均以用户满意为导向
然而，通过分析N公司近年的服务营收、客户满意度和员工满意度数据，可
以看到，截至目前N公司所执行的服务创新策略存在严重缺陷，导致了一系列服
务运营问题，如：服务交付流程不畅、内部沟通效率低下、人员工作负荷过大和
服务响应效率低下等。由此可见，N公司所执行的服务创新并没有达到预期的效
果
本文选用服务创新的四维度模型对N公司的服务创新策略进行检验，识别出
当前的服务创新缺陷；并结合一致性组织模型，对N公司服务组织内部的四大要
素：关键任务、人员、正式组织及组织文化之间的一致性关系进行检验。通过对
服务组织内四大关键要素间的一致性程度分析，识别出当前服务组织创新中导致
创新不足的根本原因及目前面临的服务组织运营困境
针对分析中识别出的创新问题，本文从组织创新、流程创新和产品创新三个
维度给出了针对性的服务创新优化策略，并提出了对应的服务创新保障措施及检
验方法，希望对N公司服务创新的执行提供有益的理论参考，帮助提升服务运营
效率，提高客户满意度，促进服务产品销售
关键词：服务组织创新，服务产品创新，技术服务，数据存储管理
ABSTRACT
II
ABSTRACT
N company is affiliated to a sub-industry in the information technology industry,
enterprise-level data storage management industry, its products and solutions are in the
leader's quadrant in the industry. In recent years, root from the changing of external
environmental factors, N company has been facing the dilemma of slower sales growth,
declining sales profits, and dropping market share. To adapt to the changes in the
external environment, to meet the increasing demand of customers, and to promote the
company's position in the market, N company has implemented an overall contraction
strategy, which not only implemented optimization from the aspects of product
technology, marketing, and channel construction, but also contracted the scale of the
service team. In the context of reducing the scale of service team, it tried to improve
service quality through a series of service innovation and sought to maintain customer
satisfaction through differentiated services in the case where the advantages of
technology differentiation gradually diminished to improve corporate competitiveness.
The service innovation approach adopted by N company is mainly focused on service
organization innovation and service product innovation, and both measures are
customer-oriented.
However, through the analysis of N company's service revenue, customer
satisfaction, and employee satisfaction data in recent years, the service innovation
model implemented by N company has been seriously flawed, leading to a series of
service operations issues, such as: poor delivery processes, inefficient internal
communications, excessive staff workload, and inefficient service response. Apparently,
the service innovation implemented by N company has not achieved the expected
results.
This paper chooses the four-dimensional model of service innovation to examine
the service innovation model of N company and identifies the current service innovation
deficiencies. Based on the Congruence Model for Organizational Analysis, the four
major elements within N company's service organization would be examined, which are
key tasks, personnel, formal organizations, and organizational culture. Through the
analysis of the degree of consistency among the four key elements within the service
organization, the fundamental causes of the lack of innovation in the current service。