互联网时代下企业竞争范式的转变:从竞争优势到生态优势——以韩都衣舍为例

The Change of Competitive Paradigm in Internet Era: From Competitive Advantage to Ecological Advantage——A Case Study Based on Handu Group

互联网时代下,企业之间的竞争范式由传统的获取竞争优势转向获取生态优势。本研究以韩都衣舍为案例研究,梳理其构建竞争优势、构建生态优势,再到升级生态优势的过程,探究竞争优势到生态优势的演变方向,得出主要结论:由竞争优势到生态优势的演变需要战略层面、组织层面、运营层面的转变,战略层面从多元化战略发展为生态战略,组织层面从传统组织发展为平台型组织,运营层面从聚焦于价值链到聚焦于价值共创网络。

Competitive paradigm among corporates has changed from gaining competitive advantage to ecological competitive in Internet era. The paper takes Handu Group as an example, and explores how ecological advantage develops from competitive advantage through describing how Handu Group builds competitive advantage, builds ecological advantage and upgrades ecological advantage. This paper draws a conclusion that from competitive advantage and ecological advantage, there are some change in the level of strategy, organization and operation. In details, in the strategy level, diversification strategy changes into ecological strategy; in the organization level, traditional organization changes into platform organization; in the operation level, focus on value chain changes into value co-creation network.