数字化转型企业商业模式创新演化研究——基于海尔的纵向案例研究

Research on Business Model Innovation Evolution of Digital Transformation Enterprises——A Longitudinal Case Study of Haier

数字经济背景下传统企业面临日趋复杂、动态的外部环境,不得不频繁调整战略以获取持续竞争优势。以动态能力视角,采用探索性单案例研究方法,以海尔为研究对象,基于“前因—过程—结果”分析框架,探索在数字化环境影响下数字化转型企业的商业模式创新演化过程。研究显示:数字化转型企业经历探索期、发展期与扩展期三个阶段,对比三阶段商业模式创新过程发现,企业经历由平台模式向社群模式再向生态系统演化,各阶段价值创造逻辑分别呈现价值主张更新、价值网络重构和价值生态共建演变过程。本研究在对数字化转型企业商业模式创新演化过程进行分析的同时,剖析数字化环境和数字化动态能力在各阶段演化过程中的驱动作用,对数字化转型企业商业模式创新实践具有一定的启发意义。

By using the exploratory single case study method and taking Haier as the research object,and based on the “antecedent-process-consequence” analysis framework,this paper explores the evolution process of the business model of digital-transformed enterprises.The research shows that the digital transformation enterprises go through three stages:exploration,development and expansion,and the business model evolves from platform to community and then to ecosystem.In the whole evolution process,value creation logic presents value proposition updating,value network construction and value ecology co-construction.In this paper,the business model innovation evolution process of enterprises in digital transformation is analyzed,and the role of digital environment and dynamic capabilities in the evolution process of each stage is also analyzed.The path of digital transformation of traditional enterprises under the background of digital economy is systematically revealed,which has certain enlightenment significance for the practice of enterprises in digital transformation.