动态能力视角下传统制造企业数字化转型中机会开发过程研究

Researchon Opportunity Exploitation Processin Digital Transformation of Traditional Manufacturing Enterprises from the Perspective of Dynamic Capability

数字经济下,传统制造企业需要通过数字化转型促进机会开发,进而实现高质量发展。现有研究多以结果为导向,较少从过程视角研究数字化转型下的机会开发过程。本文以公牛集团为案例,从动态能力视角研究传统制造企业数字化转型下的机会开发过程。结果表明:渠道数字化转型形成数字驱动的网络效应,提升组织外部环境感知能力,通过资源构造行动,实现机会识别;生产数字化转型形成数字驱动的产销协同效应,提升组织资源获取能力,通过资源激活行动,实现机会利用;商业模式数字化转型形成数字驱动的利益共生效应,提升组织价值重构能力,通过资源撬动行为,实现机会迭代。本文揭示了数字化转型下的机会开发过程,有助于丰富数字化转型和机会开发相关研究,也为我国传统制造企业的数字化转型与高质量发展提供一些有益的启示。

Under the digital economy,traditional manufacturing enterprises(TMESs)need to promote the exploitation of opportunities through digital transformation,so as to achieve high-quality development.Most of the existing research is results-oriented,and few study the opportunity development process under digital transformation from the perspective of process.Taking Gongniu Group as a case,the opportunity exploitation process was studied under the digital transformation of TMESs from the perspective of dynamic capability.The findings are as follows.Channel digital transformation forms digital-driven network effects,improves the organization’s ability to perceive the external environment,and realizes opportunity identification through resource construction actions.Production digital transformation forms digital-driven synergy of production and marketing,improves the organization’s ability to acquire resources,and realizes the utilization of opportunities through resource activation actions.The digital transformation of business model forms a digital-driven symbiotic effect of interests,improves the ability of organizational value reconstruction,and realizes opportunity iteration through resource leveraging behavior.The results reveals the process of opportunity exploitation under digital transformation,helps to enrich the related researches on digital transformation and opportunity exploitation,and also provides some useful enlightenments for the digital transformation and high quality development of Chinese traditional manufacturing enterprises.