后发企业跨入高端市场的顾客价值提升路径——基于精益创业能力视角的纵向单案例研究  

Customer Value Promotion of Latecomers'Successful Entry into High-end Market:Longitudinal Case Study Based on Lean Startup Capability Perspective

作　　者：张延平 郭波武 王满四 ZHANG Yan-ping;GUO Bo-wu;WANG Man-si(School of Innovation and Entrepreneurship,Guangzhou University,Guangzhou,Guangdong,510006,China;School of Management,Guangzhou University,Guangzhou,Guangdong,510006,China)

机构地区：[1]广州大学创新创业学院,广东广州510006 [2]广州大学工商管理学院,广东广州510006

出　　处：《经济管理》2020年第11期40-55,共16页Business and Management Journal ( BMJ )

基　　金：国家社会科学基金项目“高新技术产业集群产业链协同创新中的人力资本效率评价及提升路径研究”(16BGL094)。

摘　　要：后发企业赶超在位企业成为新的研究热点。后发企业从低端市场切入进而再进入高端市场是一条较为明智的赶超战略路径。市场导向视角下,如何通过对顾客价值的持续性提升实现市场跃迁?现有研究尚缺乏严谨的学术分析。本文基于精益创业能力视角,通过广州吸引家的纵向单案例研究发现:市场跃迁由进入低端市场、转入高端市场和引领高端市场三个阶段构成。在此过程中,顾客需求经历了从功能效用需求到个性情感需求再到社会认同需求的动态演化;在此驱动下,精益创业能力呈现出从聚焦产品功能到聚焦个性情感再到聚焦社会认同的动态演变;在此支撑下,顾客价值经历了从功能性价值到情感性价值最后到社会性价值的持续升级。除此之外,服务型企业的顾客价值创造除了受到产品和服务的基本属性影响之外,还受到顾客与企业、顾客与顾客互动下形成的连接属性的影响。通过案例研究,厘清了顾客需求的变化、精益创业能力的演变和顾客价值持续提升的互动机制,弥补了现有市场导向视角下研究后发企业赶超在位企业缺乏动态演化过程分析的不足。同时,本研究对于后发企业通过精益创业能力实现追赶超越具有一定的实践参考价值。With a number of local enterprises in China have become leaders in the fierce global competition situation,it has become a new research hotspot for latecomers to catch up with incumbent enterprises.In view of the fact that most of the latecomers have weak capital strength,low technological innovation ability,and special technology,market and system situation to face,it is a more wise strategic path to catch up and surpass first from the low-end market and then to invade the high-end market.At present,the research on latecomers invading the high-end market to catch up with the incumbent enterprises is more focused on the perspective of technology orientation,trying to explore the road to identify the boundary expansion of R&D network,technology acquisition and technology learning.Technology oriented perspective emphasizes the innovation path with technology following or technology breakthrough as the core.However,the catching up process of latecomers is not only from technology itself,but also the key problem in the innovation process is to determine the demand of potential customers and gradually attract customers from mainstream high-end market through new products or services.The deficiency of technology-oriented perspective is that it ignores the market demand and other factors,which are also the key factors to achieve the catch-up path.The market-oriented perspective emphasizes that through mining potential customer demand,driving innovation and optimization,improving customer value,and then realizing the erosion and successful integration of high-end market,which can make up for the neglect of customer demand analysis from the perspective of technology orientation.From the perspective of market orientation,the research mainly focuses on three aspects:value network construction,market segmentation positioning and business model innovation.The three types of literature all emphasize that the promotion of customer value can promote the late comers to quickly leap to the high-end market,which provides valuable g

关 键 词：后发企业 低端市场 高端市场 顾客价值提升 精益创业能力 

分 类 号：F276.3[经济管理—企业管理]