环境扫描策略视域下新创企业颠覆性商业模式创新的实现路径——基于拼多多和哔哩哔哩的案例研究  

The Path of Disruptive Business Model Innovation for New Start-ups under the Perspective of Environmental Scanning Strategy--A Case of Pinduoduo and Bilibili

作　　者：刘洪民[1] 姜玉婷 熊清怡 樊钱涛[1] Liu Hongmin;Jiang Yuting;Xiong Qingyi;Fan Qiantao(School of Economics and Management,Zhejiang University of Science and Technology,Hangzhou 310023,China)

机构地区：[1]浙江科技学院经济与管理学院,浙江杭州310023

出　　处：《科技创业月刊》2023年第9期169-177,共9页Journal of Entrepreneurship in Science & Technology

基　　金：浙江省高校重大人文社科攻关计划项目“基于颠覆性创新的企业技术监控机制研究”(2021GH029);教育部人文社会科学研究规划基金项目“基于颠覆性技术创新的企业环境扫描与创新决策耦合机制研究”(22YJA630052);浙江省软科学研究计划重点项目“双链融合视阈下浙江省新材料科创高地支撑全球先进制造业基地建设的对策研究”(2023C25037);浙江省哲学社会科学规划课题“颠覆性创新视域下企业技术监控活动及其动态适应性研究”(21NDJC106YB)。

摘　　要：新创企业成功实施颠覆性商业模式创新是其赶超在位企业实现市场地位升级的重要途径,环境扫描策略的选择是企业应对复杂环境变化采取差异化商业模式创新的关键。已有研究少有将环境扫描理论引入颠覆性创新的研究中,采用双案例研究法,基于环境扫描策略视角,以新创企业拼多多和哔哩哔哩的创新发展历程为时间纽带,从价值主张、价值创造、价值获取等商业模式价值链的维度,探讨企业环境扫描策略对颠覆性商业模式创新的影响机理,构建扫描策略驱动颠覆性商业模式创新实现的现实路径,为新创企业有机选择环境扫描策略、实现商业模式的颠覆性创新提供借鉴。The successful implementation of disruptive business model innovation by new start-ups is an important way for them to catch up with and surpass incumbent enterprises to achieve market position upgrading.The choice of environmental scanning strategy is the key for enterprises to adopt differentiated business model innovation in response to complex environmental changes.The existing research rarely introduces environmental scanning theory into the research of disruptive innovation,this paper selects a dual-case study method,based on the perspective of environmental scanning strategy,takes the innovation and development process of new start-ups Pinduoduo and Bilibili as the time link,discusses the impact mechanism of enterprise environmental scanning strategy on disruptive business model innovation from the dimensions of value proposition,value creation,value acquisition and other business model value chains.It constructs a realistic path for scanning strategy-driven disruptive business model innovation and provides reference for startups to organically choose environmental scanning strategies to achieve disruptive innovation in their business models.

关 键 词：环境扫描 颠覆性商业模式创新 价值链 新创企业 

分 类 号：F273.1[经济管理—企业管理]