製造業のサブスクリプション・ビジネスの戦略的考察

Today, with the evolution of digital technology, digital transformation and service economy are rapidly progressing at the world level. Under such circumstances, the Japanese manufacturing industry is no longer able to maintain its competitive advantage in the conventional product orientation, that is, the business model that emphasizes high functionality and high quality. Nowadays, both companies and consumers are changing to a style of consuming (using) the required amount when needed, rather than purchasing equipment and products and holding assets. In other words, there is a tendency toward more efficient business operations and more efficient consumption. A typical example is the expansion of the subscription business. The purpose of this study is to consider this subscription business as one of the major trends in the conversion of manufacturing industry to services, and to consider it from the perspective of service marketing. It points out the shortcomings of the existing framework of Nordic School service logic and presents a new value creation model that is essential for the future development of the manufacturing subscription business. After verifying the manufacturing industry's subscription from the perspective of a business model that will lead to the final financial results, the points for the Japanese manufacturing industry to strengthen its competitiveness through the subscription business, which can be seen from the above considerations, are present.