数字技术驱动的市场塑造能力研究--基于纯米科技智能厨电产品的案例  

Digital Technology Driven Market Shaping Capability:A Case Study Based on Intelligent Kitchen Appliances of Chunmi

作　　者：王强[1] 李浩林 刘玉奇[2] WANG Qiang;LI Hao-lin;LIU Yu-qi

机构地区：[1]中国人民大学商学院,北京100872 [2]北京物资学院经济学院,北京101149

出　　处：《复印报刊资料（贸易经济）》2022年第4期25-43,共19页Trade and Economy

基　　金：中国人民大学商学院数字化转型科学研究基金项目“零售数字化能力构建、数字商业模式创新及其影响企业绩效(2020)”。

摘　　要：随着我国数字经济不断发展,新型消费持续推进,企业不断采用数字技术提升自身能力以塑造市场,如何利用技术与模式创新完成新市场构建成为企业未来发展关键,但以往有关市场研究对数字化情境下市场塑造能力的构成、影响市场形成过程的机制等缺乏深入探讨。本文通过对纯米科技的单案例研究,运用扎根理论方法归纳出了数字技术、市场塑造能力和新市场构建的构念维度和主要特征,建立起数字技术驱动市场塑造能力进而构建新消费市场的理论框架。研究发现,案例企业运用数字技术,以“发现一触发一调动”的流程来展开五种市场塑造能力:发现价值潜力、设计新交易、配置新网络、形成新制度和调动资源,并以提高市场价值创造的方式将各利益相关方的资源联系起来,从而推动了新消费市场的构建。研究结论为企业树立新型市场观、打造和提升市场塑造能力提供了实践启示。With the continuous development of China's digital economy and the continuous promotion of new consumption,enterprises use digital technology to improve their capability to shape the market.How to use technology and model innovation to complete the construction of new market has become the key to the future development of enterprises.However,the previous market research lacks in-depth discussion on how to form the market shaping capability and affect the complex mechanism of the market formation process in the digital situation.Through the single case study of Chunmi,it summarized the conceptual dimensions and main characteristics of digital technology,market shaping capability and new market construction by using the grounded theory,and established the theoretical framework of digital technology driven market shaping capability to complete the construction of new consumer market.The results show that the case enterprise uses digital technology to carry out five market shaping capabilities through the process of"discovering-triggering-mobilizing":Discovering value potential,designing new transactions,configuring new networks,forming new systems and mobilizing resources,and connects the resources of various stakeholders in the way of improving market value creation,thus promoting the construction of a new consumer market.The conclusion provides practical enlightenment for enterprises to establish a new market view,and build and improve market shaping capability.

关 键 词：数字技术 市场塑造 价值创造 动态能力 新消费 

分 类 号：F426.6[经济管理—产业经济]