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| The Additive Manufacturing Business Model Based on Customer Value Analysis |
| Sun Haoyu1,Zhang Xia2,Li Wei2 |
| (1. School of Business, Hunan University, Changsha410082, China; 2. School of Economics and Trade, Hunan University, Changsha410079, China) |
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Abstract 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 theirdemand differentiation is constantly improving, it is difficult for traditional subtractivemanufacturing 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 traditionalsubtractivemanufacturing enterprises need to achieve breakthroughs on the basis of the original industry, and form a customer-centered business model for additive manufacturingmaterials.#br#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 the sources of customer value more thoroughly. The construction mechanism of additive manufacturing business model of value is based on the analysis of three dimensions of cost,personalized satisfactionand delivery time, and then seven business models are formed to build a relatively comprehensive additive manufacturing (3D printing) business model system. Owing to different emphasis and value proposition, the seven business models have brought various degrees of customer value perception. Based on the market status of "customer-centric" and the three technical characteristics of additive manufacturing, this study analyzes their internal logic to explore how to use the commercial characteristics of additive manufacturing to realize the upstream and downstream resource integration of the supply chainand find ways to enhance customer value. In the path analysis, since the degree of personalized satisfactioncan determine the potential value-added of additive manufacturing enterprises or industries, the degree of personalized satisfaction is regarded as the main component of customer value and the main source of value for the construction of the business model system. Therefore, based on the analysis of the business model dominated by interaction, this study further explores the business model in which the relevant technical characteristics in the additive manufacturing supply chain cooperate with the degree of personalized satisfaction. By analyzing its basic process, this study figures out the value promotion path of the additive manufacturing supply chain from the perspective of value proposition.#br#It is concluded that products or services of additive manufacturing enterprises (printers) provide should focus on customer value. Additive manufacturing enterprises should take the interactive platform as the core of the additive manufacturing supply chain structure, and take the third-party logistics as the key link of the additive manufacturing supply chain. The modular business model system is the development direction for additive manufacturing enterprises. Enterprises can not only promote their 3D products to consumers through the platform to stimulate consumers' desire, but also tap customers' potential and dynamic needs, by which enterprises can realize value creation. Meanwhileit is a new element to cross border in the business model. It does not only refer to cross-border collaboration to create greater value-added space, but also includes the need for enterprises to actively build customer interaction platforms from the perspective of their own innovation and development.#br#
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Received: 01 June 2021
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