“互联网+”跨界经营:创造性破坏视角

Crossover Administration of "Internet Plus":Perspective of Creative Destruction

相比于互联网1.0,互联网2.0实现了产业结构的去中心化、经济活动的泛数据化、社会生活的物联网化,互联网不仅是企业可利用的资源,而且成为企业能力的衍生。因而,"互联网+"并非将互联网视为企业信息系统的扩展,实质是实体经济与互联网虚拟经济相融合的"跨界经营"现象,并对传统产业和市场基础造成"创造性破坏"。为了解释其作用机理,本文提出"互联网+"模式在商业生态圈、制造生态圈及研发生态圈的三重报酬递增循环。顾客社群、低交易成本的外部经济性和网络效应、由IT到DT引发的平行互动、制造技术与IT技术的迭代演进成为正反馈循环的关键因素;情感、知识及虚拟中间产品所具有的"非消耗性"特征成为支撑报酬递增和创造性破坏的根本机制。最后,有效的隔绝机制能保障创造性破坏的持续发生,本文则强调以场景占领顾客生活时间、以"接口"实现产品使用价值丰富化,"场景+产品"的有机组合是"互联网+"模式中建立隔绝机制的关键路径。

Compared with Webl.0, Web2.0 decentralized industrial structure, digitized economic activity and connected social life with IOT. Today＇s Internet is not only resources for enterprises available, but also the ability extension for enterprises. Thus, “Internet plus” is not deem Web as an extended information system.In essence, it is crossover administration that combining real and virtual economy as a whole, resulting in “creative destruction” of industry and market infrastructure for both. To explain its＇ mechanism, this paper proposed a “triple reward incrementing loop” that including commerce, manufacturering and R＆D ecosystem. Customer community, externalities and network effects both with lower transaction costs, parallel interaction triggered by IT and DT, manufacturing technology and IT technology co-evolution, all of them are key factors for positive feedback of the loop. Emotion, knowledge and virtual intermediate product have “non-consumptive” feature allowed them as keystones supporting increasing returns and creative destruction. Finally, to protect creative destruction continuing to occur, the paper stressed creating “scene” to occupy customers＇ time, and using “interface of product” to achieve using-value enrichment, the effective combination of “Scene＋product” is the inevitable choice to setting isolating mechanism for enterprises who practice “Internet plus” model.