企业高端化战略变革中价值网络演化过程机理研究:顾客价值主张视角  

Evolution Mechanism of Value Network in the High-End Strategic Change:a Customer Value Proposition Perspective

作　　者：林海芬[1,2] 孙宇[1,2] LIN Hai-fen;SUN Yu(School of Economics and Management,Dalian University of Technology,Dalian 116024,China;Academy of Platform Governance,Dalian University of Technology,Dalian 116024,China)

机构地区：[1]大连理工大学经济管理学院,大连116024 [2]大连理工大学平台治理研究院,大连116024

出　　处：《研究与发展管理》2023年第6期151-167,共17页R&D Management

基　　金：国家社会科学基金重点项目“高质量发展情境下中国企业的高端化战略变革理论研究”(21AZD119)。

摘　　要：当前中国企业迎来高端化战略变革新契机,承担着对内实现组织实力跃迁及对外重塑高端市场的双重任务。从整体视角来看,实现企业价值网络由低到高演化,最终构建兼具内部强综合实力和外部高市场地位的高阶价值网络,是高端化战略变革实践的关键,其中顾客价值主张是根本。因此,本文从顾客价值主张视角对飞鹤高端化战略变革中如何实现价值网络演化开展程序化扎根研究。研究发现:高端化战略变革企业的价值网络演化内涵为“立足于满足顾客高端需求,对内优化资源能力和价值链,对外优化顾客认知和网络地位,使价值网络由低到高进阶演化最终实现重塑高端市场的过程”;其演化过程分为高端化蓄力、高端化撬动和高端化引领阶段,相应构建了低、中和高阶价值网络;其演化路径为先以品质夯基础抢占低端市场,再以差异作杠杆撬动中高端市场,后以创新筑堡垒重塑高端市场;顾客价值主张的管理模型涉及4个核心模块(顾客需求、战略定位、资源能力和企业形象)和一组流程(识别顾客价值点、制定顾客价值主张、促进顾客价值创造和匹配及再衡量顾客价值),以“品质—差异—创新”为核心机制依次更新继而推动价值网络演化。本文旨在充实高端化战略变革和价值网络演化理论,为高端化实践提供指导。At present,Chinese enterprises are faced with the opportunity of high-end strategic change and undertake the dual tasks of upgrading organizational strength and reshaping market cognition.From the overall perspective,the key to high-end strategic change practice is to realize the evolution of enterprise value network from low to high,and finally to build a high-level value network with both strong internal comprehensive strength and high external market position,among which customer value proposition is fundamental.Therefore,from the perspective of customer value proposition,it conducted procedural grounded research on how to realize the evolution of the value network in the highend strategic change of Feihe.The findings are as follows:in the context of high-end strategic change,the evolution of the value network is defined as“a process in which an enterprise,based on meeting high-end demands of customers,optimizes resource capability and value chain internally,and optimizes customer cognition and network status externally so that the value network level evolves from low to high level and realizes high-end market reshaping”;the evolution process is divided into stages of high-end storage,high-end leverage,and high-end leading stages,corresponding to the construction of the low-order,middle-order,and high-order value network;the evolution path is to seize the low-end market on the basis of quality,leverage the middle and high-end markets with differences as a warping board,and then reshape the high-end market with innovation;customer value proposition takes“qualitydifferentiation-innovation”as the core to update and promote the evolution of the value network,and involves four core modules(customer demand,strategic positioning,resource capability,and corporate image)and a set of processes(identifying customer value points,formulating customer value proposition,promoting customer value creation and matching,and re-measuring customer value).It aims to enrich the theory of high-end strategic change and value n

关 键 词：高端化战略变革 价值网络演化 顾客价值主张 重塑高端市场 程序化扎根 

分 类 号：F279.23[经济管理—企业管理]