中国情境下消费品企业高端化战略变革路径研究  

Paths of Consumer Goods Enterprises’Premiumization in Chinese Context

作　　者：海淼 林海芬[2] 左晓斌 李莉 Hai Miao;Lin Haifen;Zuo Xiaobin;Li Li(School of Business,Anhui University,Hefei 230601;School of Economics and Management,Dalian University of Technology,Dalian 116024;School of Economics and Management,Zhengzhou University of Light Technology,Zhengzhou 450002)

机构地区：[1]安徽大学商学院,合肥230601 [2]大连理工大学经济管理学院,大连116024 [3]郑州轻工业大学经济与管理学院,郑州450002

出　　处：《管理评论》2024年第12期275-288,共14页Management Review

基　　金：国家社会科学基金重点项目(21AZD119);教育部人文社会科学研究青年基金项目(23YJC630083)。

摘　　要：高质量发展战略的提出和消费升级趋势的强化,驱使中国消费品企业借助高端化战略变革谋求进一步发展。围绕这些企业如何实现高端化战略变革的问题,本文利用扎根理论研究方法,以雅迪、波司登、飞鹤、竹叶青和方太为研究对象,揭示其殊途同归的高端化战略变革路径。首先,研究提炼出与高端化战略变革路径构成和形成相关的11个主范畴:高端化战略变革目标、收缩经营范围、扩张经营范围、资源储备匮乏、资源储备丰富、设计颠覆性概念、重构升级质量模块、重构升级营销模块、重构升级渠道模块、重构组织结构、数字化;其次,识别并挖掘不同消费品企业形成差异化高端化战略变革路径的根本原因,即差异化的资源储备状态;再次,识别各变革路径间的共有部分和差异部分,并挖掘其在变革中的独特功能;最后,组合共有与差异部分,形成分别适用于资源储备匮乏型、中低端资源储备丰富型消费品企业的收缩型高端化战略变革路径,以及适用于优质资源储备丰富型消费品企业的扩张型高端化战略变革路径。本文结论旨在补充并丰富高端化战略变革理论体系,为消费品企业的高端化战略变革实践提供指导。The launch of economic high⁃quality development strategy and the increasing trend of consumption upgrading are driving Chinese consumer goods enterprises to seek further growth through premiumization.To explore how these enterprises should make a stra⁃tegic change toward premiumization,this paper uses the grounded theory to qualitatively analyze the practice of industry leaders,such as Yadi,Bosideng,Feihe,Zhuyeqing and Fangtai,which have successfully achieved premiumization through different ways.In this paper,firstly,we extract 11 main categories related to the composition and formation of premiumization path:premiumization target,contracting business scope,expanding business scope,lack of resources,rich resource reserves,designing a subversive concept,reconfiguring and upgrading quality module,reconfiguring and upgrading marketing module,reconfiguring and upgrading channel module,organization structure restructuring,and digital reform;secondly,we identify and explore the fundamental reasons why different consumer goods en⁃terprises follow different premiumization paths,that is,the differentiated resource reserve state;thirdly,we identify the common and dif⁃ferent parts of each path,and explore its unique function in the change;and fourthly,we combine the common and different parts togeth⁃er to form a contracting premiumization path suitable for consumer goods enterprises with scarce resource reserve and low⁃end resource re⁃serve,and a expanding premiumization path applicable to consumer goods enterprises with rich high⁃quality resource reserve.The conclu⁃sions of this paper can supplement and enrich the theoretical system of premiumization,and provide guidance for the premiumization practice of consumer goods enterprises.

关 键 词：高端化战略变革 变革路径 扎根理论 消费品企业 

分 类 号：F42[经济管理—产业经济]