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杭州电子科技大学
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杭州电子科技大学硕士学位论文
I
摘要
近年来，日益增长的汽车使用需求推动汽车产业发展的同时也引发了交通拥
堵与环境污染等问题。部分政府试图通过限行限购的方式来解决此问题，但是并
不能够得到根治。在此基础之上推广轻拥有、重使用的汽车共享理念逐步得到推
广，作为可能根治问题的途径之一越来越受到政府与企业的重视。另外一方面伴
随世界经济社会逐步由产品经济向服务经济过度，汽车制造商在此环境下为了能
够与客户建立持久稳定的关系，提升企业的核心竞争力，开始探索如何从以产品
为中心的生产型制造商向以客户为核心的服务型制造商转变。汽车制造商在面对
汽车共享的普及和产品服务系统转型升级的背景下，如何将这两者更好地结合起
来来应对市场的挑战是需要解决的关键问题，对此本文进行了以下研究：
首先，通过查阅及实地调研了12家车企的汽车共享业务，将其分为两类，
并选择4家具有代表性的企业从关键资源、关键活动、关键合作关系等维度进行
多案例分析研究。其次，从汽车制造商角度，基于上述多案例研究，为现有的两
种汽车制造商主导的产品服务系统共享商业模式构建了商业模式画布，并诠释了
未来车企可能的商业模式画布。在此基础上又构建对应的系统结构，并分析了其
价值传递与交换。最后从消费者角度，在UTAUT2模型基础上，结合汽车共享现
状和消费者特点进行改进，形成了消费者对汽车共享参与意愿的理论模型，通过
SPASS 22.0软件进行了实证研究，提出了影响消费者参与意愿的因素
经过研究发现目前汽车制造商主导的共享商业模式主要有两种：出行服务运
营商商业模式和出行服务制造商商业模式。同时本研究提出智能移动出行方案解
决商商业模式可能是未来汽车制造商发展汽车共享的趋势。三种商业模式对应的
系统结构分别是供应链结构、星型结构和环形结构，通过对三种结构的系统结构
的价值交换分析，笔者发现满足消费者个性化需求，提高消费者收益是提高整个
系统网络价值的关键。通过实证分析得出正向影响消费者参与汽车共享的因素
有：感知价值（便利性；享乐型）、主观规范、期望绩效、价格价值；而风险承
担对参与意愿有显著负向影响。另外出行者特征（是否有车、是否有网约车经验
以及日常平均出行时间）对期望绩效、感知价值和价格价值三个潜变量与使用意
愿之间的关系有着调节作用，无车、无网约车经验以及日常平均出行时间大于
45min消费者对其调节效应更强。所以汽车制造商在发展汽车共享时可以将目标
客户定位在没有私家汽车且平均日常出行时间较久的乘客。扩大网点布局、加强
基础设施建设等提高消费者使用的便捷性与享乐性；加强对汽车共享的推广，提
高消费者的绿色出行意识；设置合理的价格等都是提高消费者使用意愿的重要途
径
关键词：汽车制造商；产品服务系统；汽车共享；商业模式画布；UTAUT2模型
杭州电子科技大学硕士学位论文
II
Abstract
In recent years, the increasing use of cars to promote the development of
automobile industry, but also caused traffic congestion and environmental pollution
and other issues. Some governments try to solve the problem by limiting the number
of buyers, but they can not get a cure. On one hand, the concept of car sharing, which
is lightly owned and valued for use, has been gradually popularized and is
increasingly valued by the government and enterprises as one of the possible ways to
cure the problem. With the gradual transition of the world economy from a product
economy to a service economy, automakers have been able to establish long-lasting
and stable relationships with their customers in this environment so as to enhance
their core competitiveness and start exploring ways to shift from product-oriented
manufacturing manufacturers to Customer-centric service-oriented manufacturers
change. In the face of the popularization of car sharing and the transformation and
upgrading of product service system, how to combine the two to meet the market
challenge is the key problem to be solved. In this paper, the following research is
carried out:
First of all, by referring to and researching the field of car sharing of 12 car
companies, the paper divides them into two categories and selects four representative
enterprises to conduct multi-case analysis from the perspective of key resources, key
activities and key cooperation. . Secondly, from the perspective of automobile
manufacturers, based on the above multi-case study, we established a canvas of
business models for the existing business models of product service systems
dominated by two car manufacturers and interpreted the possible business model
canvases for car makers in the future. On the basis of this, we construct a
corresponding system structure and analyze its value transfer and exchange. Finally,
based on the UTAUT2 model, based on the present situation of the car sharing and the
characteristics of consumers, a theoretical model of consumers' willingness to
participate in the car was formed. Empirical research was carried out by SPASS 22.0
software, Willingness to participate in the factors.
After research, there are two main shared business models dominated by car
manufacturers at present: the travel service operator business model and the travel
杭州电子科技大学硕士学位论文
III
service manufacturer business model. At the same time, this study proposes that the
smart mobile travel solutions to business model may be the future car manufacturers
to develop the car sharing trend. The system structure corresponding to the three
business models is the supply chain structure, the star structure and the ring structure.
Through the analysis of the value exchange of the system structure of the three
structures, the author finds that to meet the individual needs of consumers and
enhance the consumers' benefits is to increase the whole The key to the value of the
system network. Empirical analysis shows that positive factors affect consumers to
participate in car sharing are: perceived value (convenience; pleasure), subjective
norms, expected performance, price value; and risk commitment has a significant
negative impact on the willingness to participate. In addition, the characteristics of
travelers (whether there is a car or not, whether there is a network experience and the
average daily travel time) have a regulatory effect on the relationship between
expected performance, perceived value and price potential, and the willingness to use.
Customers who don't have cars, network car experience and daily average travel time
is greater than 45mins effect stronger. So car manufacturers can target their customers
when they share their cars with passengers who do not have private cars and have an
average daily travel time. Expand the layout of outlets and enhance infrastructure
construction to enhance the convenience and hedonism of consumers; enhance the
promotion of car sharing and enhance consumers 'green travel awareness; and setting
reasonable prices are all important ways to enhance consumers' willingness to use.
Keywords: Car manufacturer; Product service system; Car sharing; Business model
canvas; UTAUT2 model。。。。。。
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