破坏性创新理论视角下企业数字化转型策略研究——基于共享单车的案例分析

Research on Strategies for Digital Transformation of Enterprises from the Perspective of Disruptive Innovation Theory——A Case Study of Shared Bicycles

破坏性创新理论为小微企业的数字化转型提供了新研究视角,共享单车行业作为案例既具备破坏性创新特征,又符合当前数字化转型背景。本文通过阐述破坏性创新和数字化转型的相关概念,以共享单车为案例阐释了基于破坏性创新理论视角下小微企业数字化转型的三条路径,即破坏性技术创新、产品创新、营销模式创新,以及加强顶层意识建设、调整组织结构、开发低端市场三种转型策略。

Disruptive innovation theory provides a new research perspective for the digital transformation of micro and small enterprises,and the bike-sharing industry is a case study with characteristics of both disruptive innovation and the background of digital transformation.This paper expounds on the concepts of disruptive innovation and digital transformation,and explains three paths of digital transformation of micro and small enterprises from the theory of disruptive innovation,namely,disruptive technology innovation,product innovation,and innovation of marketing models,as well as three transformation strategies,strengthening top-level awareness building,adjusting organizational structure,and developing low-end markets,with bike-sharing as a case study.