Research On Evolutionary Game Of Shipbuilding Enterprise Transformation And Business Model Innovation From The Perspective Of Service-oriented Manufacturing

The shipbuilding industry is a knowledge intensive,technology intensive,laborintensive and information intensive modern comprehensive industry,which is very different from ordinary manufacturing industry.Its development affects the upgrading of industrial structure,national defense construction and national economic development.In terms of shipbuilding completion,China is the largest shipbuilding country in the world,but its shipbuilding technology,management mode and economic benefits are still relatively backward compared with those of developed shipbuilding countries such as Japan and South Korea.In particular,the total profits of shipbuilding enterprises on schedule have decreased year by year since 2014,and the deep-seated problems such as financing difficulty,profitability difficulty and order receiving difficulty have existed for a long time.On the one hand,the application of traditional supply chain management ideas in shipping enterprises has encountered bottlenecks;on the other hand,the demand of shipowners is no longer limited to tangible products.Therefore,many shipping enterprises begin to break through the "service" short board and carry out the service-oriented manufacturing transformation.However,at present,the transformation process of China’s shipbuilding industry is slow,so it is necessary to study how shipbuilding enterprises accelerate the transformation process of service-oriented manufacturing.The research contents of this thesis mainly include:Firstly,from the perspective of service-oriented manufacturing,business model innovation is introduced as the mediating variable,and a theoretical model of "serviceoriented manufacture-business model innovation-shipbuilding enterprise competitiveness" is constructed to explore the mechanism of service-oriented manufacturing on shipbuilding enterprise competitiveness.Then,206 shipbuilding enterprises in China are taken as samples to conduct an empirical test on the model.The results show that there is a significant positive correlation between service-oriented manufacturing and the competitiveness of shipbuilding enterprises.Both product oriented and customer-oriented service-oriented manufacturing strategies promote business model innovation through value proposition,value creation and value acquisition.Among them,value proposition has the greatest impact,and customeroriented service-oriented manufacturing has more significant promotion effect than product oriented manufacturing.Business model innovation plays an intermediary role.Secondly,based on the actual situation,this thesis constructs an evolutionary game model among the government,shipbuilding enterprises and customers,and introduces the Lotka-Volterra innovation diffusion model in combination with the specific situation of the shipbuilding industry,to explore the evolutionary mechanism of the three-party game decision on the innovation behavior of service-oriented manufacturing business model and the internal mechanism of the innovation diffusion of business model.And using Matlab simulation analysis was carried out on the replicated dynamic equation and diffusion model,The results show that when the increase of the transformation of shipbuilding enterprises to implement the various income and government support in all kinds of subsidies is greater than the sum of the transition cost,the government support of social benefit is greater than the support costs,the benefits greater than to participate in the cost of customer involvement,the system will evolve to stable state of enterprise implementation,government support and customer engagement.Shipbuilding enterprises are the most sensitive to government tax subsidies,followed by fines,and the least sensitive to investment subsidies.There are three diffusion modes of service-oriented manufacturing business model innovation: substitution,competition and coexistence,which essentially depends on the support of the government and the participation of customers.Finally,the thesis proposes the transformation strategies from the perspective of ship enterprises and government departments respectively,in order to help the shipbuilding enterprises in the service-oriented manufacturing transformation stage to accelerate the transformation pace and improve the compliance of the policies issued by the government departments with the needs of the enterprises.