摘要
本文以苹果公司为案例,旨在建立一个从消费者需求出发,借助企业边界的选择和商业生态系统的构建来响应消费者动态变化的需求,并增强企业竞争优势的逻辑框架。研究表明,苹果公司的发展变化,特别是其最近十几年的成功,得益于其充分把握了消费者需求,合理选择了企业边界,建立起数字音乐和应用软件等商业生态系统,充分利用了产业环境中的多种资源,有效响应了消费者的需求。更为重要的是,苹果公司利用其关键产品和服务平台,巧妙地控制着这些商业生态系统,从而获得了显著的竞争优势。苹果公司的做法值得中国企业学习和借鉴。在中国从制造大国向制造强国跨越的过程中,中国企业应改变单纯依赖生产制造的发展策略,关注、发现甚至创造消费者需求,从仅仅关注企业和产业自身的狭窄视角跳出来,以产业外联合和商业生态系统的眼光,把握新的商业整合机会,有效选择企业边界,构建新的商业生态系统,确立并增强自己的竞争优势。
This paper takes Apple Inc. as a typical case to establish a logical framework for responding to dynamic demands of consumers and enhancing a firm＇s competitive advantage by identifying consumer demands, choosing firm boundaries, and structuring business ecosystems. Studies show that Apple＇s development, in particular its success in the last more than ten years, has benefited from its fully grasping the demands of consumers, a reasonable choice of firm boundaries, establishing business ecosystems such as digital music and application software, making full use of a variety of resources in industrial environments and responding effectively to the demands of consumers. More importantly, Apple utilized its key products and service platforms to cleverly control the business ecosystems and gain a great competitive advantage. Apple＇s approach is worth learning and can be used as a model for Chinese firms. In the process of moving from a big manufacturing country to a powerful manufacturing country for China, firms in China should transform their development strategies from solely relying on manufacturing to focusing on discovering and even creating consumer demands, move beyond a focus on a firm＇s and an industry＇s own narrow perspective to a wider perspective that includes industries outside prevailing associations and business ecosystems, seize new opportunities for business integration, effectively choose borders and build new business ecosystems to establish and enhance their competitive advantage.
出处
《中国工业经济》
CSSCI
北大核心
2013年第5期122-134,共13页
China Industrial Economics
关键词
消费者需求动态响应
企业边界选择
商业生态系统构建
dynamic response to consumer demands
choices of firm boundary
structuring of businessecosystem
