Abstract: In order to better meet the needs of users and bring new value growth points to enterprises,the concept of “ product+service” is introduced into the conceptual design of shearer. A service-oriented manufacturing (SOM) mod- el based on quality function deployment embedded cloud model (QFD-ECM) is constructed to realize the mutual pro- motion and influence between tangible products and intangible services. Driven by customer value, a shearer SOM model framework based on mapping relationship among value domain,performance domain,and scheme domain and product-service interaction design is constructed around three key issues of customer value mining,transfer and distri- bution of value elements to scheme features and interactive design of product and service. Firstly,according to the goal of customer expectation,the value domain model including result layer and attribute layer is constructed to mine cus- tomer value. The cloud model is used to deal with the group decision-making with fuzziness and randomness to obtain the basic importance of value element,and the basic importance is modified by the market competition analysis and Kano model to improve its accuracy. Then the cloud model is embedded in QFD to realize the transfer and distribution of value elements to scheme characteristics. Combining with the large amount of data accumulated in the past shearer design,the model reasoning based on extreme learning machine is used to assist the analysis of target value of scheme characteristics. Finally,a SOM scheme is obtained by the interactive configuration of products and services and instan- tiated information exchange based on the target value. This model can excavate customer value from the goal of custom- er expectation,solve the problem of fuzziness and randomness in group decision-making,improve the accuracy of the value elements importance,realize the transfer and distribution of value elements to two different objects of product and service,and obtain the overall solution of mutual promotion between product and service. Compared with the single product scheme,the SOM scheme achieves the promotion of service to products,improves the design of shearer,and improves the competitiveness of enterprises and customer satisfaction with personalized service. Combining with typical mechanical products of shearer,the feasibility and validity of above methods are verified.