从“低端满足”到“高端引领”:时序性意义建构视角下中国企业的价值主张跃迁  

From“Meeting Low-end Demands”to“Leading High-end Demands”:A Study on the Value Proposition Transition of Chinese Enterprises from the Perspective of Temporal Sensemaking

作　　者：林海芬 孙宇 胡严方 LIN Hai-fen;SUN Yu;HU Yan-fang(School of Economics and Management,Dalian University of Technology)

机构地区：[1]大连理工大学经济管理学院

出　　处：《中国工业经济》2024年第9期175-192,共18页China Industrial Economics

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”(批准号21AZD119);辽宁省社会科学规划基金项目“不确定情境下企业持续战略变革新理论构建:从适应到重塑”(批准号L23ZD026)。

摘　　要：产业高质量发展和新质生产力加速构建背景下,大量中国优秀企业开展高端化变革。高层管理者的核心任务在于重塑指导企业价值创造行动的底层思维逻辑,即从满足低端市场需求向引领高端市场需求的价值主张跃迁,这直接关乎后续高端化行动的成败,更深层次影响产业核心竞争力的提升和向中高端跃升目标的实现。本文采用多案例研究方法,对4家高端化变革企业进行分析,探索时序性意义建构视角下高层管理者价值主张跃迁机理。研究表明:企业高端化变革代表一个从低端需求满足型价值主张最终跃迁为高端需求引领型价值主张的过程;价值主张与时序性意义建构互为因果、协同演化,高层管理者在高端化变革的立基、破局和守局阶段,依次形成以学习逻辑、杠杆逻辑和塑造逻辑为核心的高端需求迎合型、高端需求重塑型和高端需求引领型价值主张;在高端化变革过程中,高层管理者依次采取3种回顾性与前瞻性建构思维间的张力应对模式和相应的意义建构机制,即通过时序性意义建构过程的不同组合型建构方式促使价值主张实现跃迁;依据价值主张跃迁过程的差异性特征,凝练出4种价值主张跃迁思维模式,即“内向型思维模式”“外向型思维模式”“由内及外型思维模式”和“由外及内型思维模式”。本文旨在为高端化变革、价值主张、时序性意义建构理论发展作出贡献。Against the backdrop of the high-quality development of industries and the accelerated construction of new quality productive forces,numerous outstanding Chinese enterprises are carrying out high-end strategic changes.In this process,the core task of top managers is to reshape the thinking logic that guides enterprises'value creation actions,that is,the transition from meeting the needs of the low-end market to the value proposition of leading the needs of the high-end market.It is directly related to the success or failure of subsequent strategic actions and affects the improvement of the core competitiveness of industries and the realization of the goal of leaping into the middle and high end.In the context of high-end strategic change,this study adopts the value proposition theory and employs temporal sensemaking as a research perspective.A multi-case study of Yadea,Bosideng,Feihe,and Forest Cabin systematically explores the mechanism of value proposition transition of top managers in high-end strategic change.According to the case analysis,this study suggests that the high-end strategic change of enterprises represents a process from the low-end demand-satisfying value proposition to the high-end demandleading value proposition.During the various stages of high-end strategic change,there is a mutually influential and synergistic relationship between value proposition and temporal sensemaking,in which top managers sequentially form high-end demand catering,high-end demand reshaping,and high-end demand leading value propositions with learning logic,leverage logic,and shaping logic as the core.Top managers adopt different temporal sensemaking approaches,achieving value proposition transitions by adjusting the modes that deal with the tension between retrospective and prospective construction thinking,and the corresponding meaning-generation mechanism.According to different characteristics of the value proposition transition process,four value proposition thinking modes are summarized,namely,the"inward-oriented t

关 键 词：高端化变革 价值主张跃迁 时序性意义建构 价值创造逻辑 多案例研究 

分 类 号：F272[经济管理—企业管理]