摘要
高端化战略变革是中国优秀企业寻求突破的重要途径,也是实现国家高质量发展战略的重要路径。然而,对于中国企业而言,在消费者高端需求模糊、资源匮乏、市场位势较低的不利情境下,如何实现企业高端化仍是一个重要议题。本文采用扎根理论方法,从系统理论视角对雅迪、波司登、飞鹤和竹叶青4家企业成功实现高端化战略变革的过程进行分析,挖掘高端化战略变革的系统逻辑和实践过程。研究发现:企业高端化战略变革是一个复合概念,需同时实现需求侧高端品牌塑造和供给侧综合实力跃迁;高端化战略变革的实践思路可通过本文提出的系统逻辑阐明,系统逻辑提炼出变革实践涉及的6大核心因素(战略目标、战略基点、战略内容、资源逻辑、战略共识和战略行动)并分析要素之间的先后关系;在此基础上,引入企业高端化战略变革的实践过程,构建起6要素间的双反馈回路并厘清战略目标从提出到实现的全过程。研究结论旨在为深化高端化战略变革理论研究提供系统逻辑和过程模型,为相关实践提供指导。
The high-end strategic change has become an important way for outstanding enterprises of China to seek breakthroughs and to realize the national high-quality development strategy.However,for Chinese enterprises,how to achieve high-end change is still a crucial issue under unfavorable circumstances such as the vague high-end consumer demand,the lack of resources,and the low market position.It analyzed the process of four companies that successfully realized high-end strategic change,Yadea,Bosideng,Feihe,and Zhuyeqing,from the perspective of open system theory based on the grounded theory.In this way,the system logic and practical process of high-end strategic change were explored.It finds that:the high-end strategic change of enterprises is a compound concept,which needs to realize the high-end brand building on the demand side and the comprehensive strength transition on the supply side;the practial idea of the high-end strategic change can be clarified through the proposed system logic,and the system logic mainly studies six core factors(strategic goal,strategic base point,strategic content,resource logic,strategic consensus,and strategic action)and the relationships between the factors.On this basis,it introduces the practical process of high-end strategic change to build a double feedback loop among these six factors,and clarifies the implementation process of the strategic goals.
作者
林海芬
海淼
LIN Hai-fen;HAI Miao(School of Economics and Management,Dalian University of Technology,Dalian 116024,China;Academy of Platform Governance,Dalian University of Technology,Dalian 116024,China)
出处
《研究与发展管理》
CSSCI
北大核心
2023年第3期91-110,共20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高端化战略变革理论研究”(21AZD119)。
关键词
高端化战略变革
系统逻辑
实践过程
扎根理论
high-end strategic change
the system logic of strategic change
the practice process of strategic change
grounded theory
