面向全产业链创新的转型战略研究
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摘要
战略观作为协调企业以及产业行为与环境的适应性关系以有效应对不确定性环境的方向性选择,在企业以及产业面临环境发生较大变化时就会提出转换或变革原有战略的要求。这样,新的战略观——基于创新的转型战略观就成为必要的选择。基于创新的转型战略观的宏观背景是低碳经济、金融危机后的动荡,面临的机遇是新技术革命和产业升级,面临的挑战之一是节能减排、劳动力等成本上升。
本文研究内容之间的关系是,首先在理论上提出基于创新的转型战略观,探索性的提出契合原理、共生原理(第二章),并将契合原理用于分析若干企业的转型行为(第三章),进而构建创新促进转型的模型体系(第四章)；在此基础上,根据共生原理对全产业链创新网络及其转型战略进行分析(第五章)；最后,作为前述研究成果的应用,提出长兴岛石化产业的转型战略与全产业链创新策略(第六章)。
(1)提出基于创新的转型战略观
目前国内外有关战略的研究大多集中于基于资源的战略、基于环境的战略、基于能力的战略等研究上。这三种战略观是典型的单面战略观,他们大多从资源、环境、能力等某一方面看待战略问题。本文从创新促进转型这个新视角研究战略问题,提出基于创新的转型战略观。新战略观不是对以往战略观的简单否定,而是在充分借鉴、吸收以往“单面”战略观基础上的融合、改进——多面战略观。基于创新的转型战略观综合考虑资源、环境(经济环境、社会环境和自然生态环境)、能力和组织这四个方面的动态变化。从作为思维模式的转型战略、作为预期的转型战略、作为商业模式创新的转型战略、进行重新定位的转型战略、作为策略的转型战略等几个方面对基于创新的转型战略观进行了论述。
(2)提出创新、投资契合原理并用于分析若干企业的转型行为,进而构建创新促进转型的模型体系
探索性的提出创新能力、投资方向与市场变化相契合的转型原理,并根据这个原理分析北电、柯达、陶氏和杜邦的转型行为。北电公司的转型失败在于技术能力大大超前于市场需求,并且一错再错；北电的研发实力不是不强,产品也不是不好,关键是技术与市场结合得不够,或者说是技术的选择并没有踩上市场的节拍。这是典型的基于能力战略惹的祸,只是看到了自己的技术能力,而没有看到市场正在急转直下或发展重大转折；同样,柯达破产的主要原因在于把创新能力和投资失误地用在了传统产品定位的巩固上，从而在转型产品上错失良机；而陶氏面向市场变化不断进行主导产品的创新、业务重组和生产能力调整,并能化解风险,从而不断取得转型成功；杜邦则把世界领先的拳头技术与快速增长的市场机会结合起来,不断推出转型产品。
根据契合原理,基于新增长理论、新制度经济学、能源经济学和企业发展战略理论,以中石化有限公司为例,识别出创新促进转型的创新投入、固定资产投资、人力资本、节能减排等关键指标,建立创新促进经济发展方式转变的模型组：创新—经济增长模型、创新—能耗模型、创新—污染物排放模型,形成创新促进转型的模型体系。并根据这些模型,对2015年中石化有限公司创新促进经济发展方式转变的若干关键指标进行预测。结果表明中石化公司在创新、人力资本、投资质量提高等的作用下将转向资源节约型、环境友好型的集约型发展方式。
(3)根据共生原理对全产业链创新网络及其转型战略进行分析
本文提出的所谓共生原理是指,通过采取某种(或某些)平台战略,构建新的产业生态环境条件(经济环境、社会环境、自然环境),从而形成企业之间共享市场利益、专业化分工协作的共生关系,并在此基础上进行全产业链创新,实现产业转型升级。本文以美国苹果公司引领的国际化的全产业链创新网络为例,分析全产业链从变革型的研发平台设计、关键模块创新、装配过程创新到营销服务创新的四阶段创新过程,从企业之间及其与消费者之间的共生关系的角度分析移动产业生态环境的转型战略。在此基础上,进一步从组织结构创新维度出发,论述全产业链创新在国际顶尖企业之间以网络化组织结构展开的运行机理和类型,并运用社会网络分析方法进一步揭示苹果公司引领的国际化的全产业链创新网络不断取得新突破的原因,以为中国企业的创新、转型和产业升级提供借鉴。
(4)提出长兴岛石化产业的转型战略与全产业链创新策略
作为前述研究成果的应用,分析当前石化产业战略环境的改变,指出长兴岛石化产业采取基于转型的战略的必要性。阐述了企业层面的转型战略：结构调整战略、原料多无化——资源开放型战略、综合创新战略；提出产业生态环境层面的转型战略：构建低碳化平台、一体化平台、智慧化平台、国际化平台等企业共生平台,并探讨了全产业链创新网络的构建策略。
In order to effectively deal with uncertainty environment directional selection, firm also use the strategic concept which coordinates the relationship of enterprises'behavior and environmental adaptability. When the environment have taken great change that the enterprise or industry now facing, the enterprise or industry will propose the requirements for converting or changing the original strategic. Thus, The new strategic concept——based on the transformation of the strategic concept will become the necessary choice. The macro background for based on the transformation of the strategic concept is a low carbon economy and the turbulence for the after financial crisis, facing the opportunity is the new technology revolution and industrial upgrading, and also undergoing the challenge is energy conservation and emissions reduction, the rise of labor costs and so on.
The logical relationship of this paper:firstly, we present the strategic concept based on the transformation of innovation and exploratory put forward fit principle, symbiotic principle in theory (chapter2), and also analyze a series of enterprise transformation behavior(chapter3) by fit principle, then build the model system for the transformation facilitated by innovation (chapter4). Secondly, the network of whole industrial chain's innovation and its transformation strategy will be analyzed according to the principle of symbiosis (chapter5). Finally, this paper proposes the petrochemical industry transformation strategy for Changxing island and the innovation strategy for whole industry chain as the application of this study(chapter6).
(1) Propose the strategic concept based on the transformation
Both at home and abroad, currently the strategic research mostly focus on resource-based view, based on the environment strategy and the strategy of capability-based. Above the three strategic concepts belong to a typical single strategic view, which always consider strategic issues from one of the resources, environmental, capability. This paper proposes the transformation of the strategic concept from the new perspective of the transformation promoted by innovation. The new strategic concept is not simply negative the previous strategic concept, but fully absorbs the past "single" strategic concept. The new strategic concept based on the transformation comprehensively considering the dynamic change for the resources, environmental (including the environmental of economic. society and the natural ecological), ability, organization and so on. This paper discusse the strategic concept based on the transformation from the mode of thinking for the transformation of strategy, expected transformation strategy, the business innovation model of strategy based on the transformation, reorientation of transformation strategy, a strategic of transformation strategy and so on.
(2) Present the innovation, fit principle and establish the model system for the transformation promoted by innovation
Exploratory puts forward the transformation of fit principle among innovation capability, investment direction and market changes, and analyzes the transformation behavior for Nortel, Kodak, DOW, DuPont according to this principle. Due to the technical capability is greatly advanced the market demand, company—Nortel's transformed is failure. Despite its R&D capability and products is not bad, the key factor is that the technology not enough integrate with market demand, or the choice of technology maybe not step on the market beat. This is attribute to typical ability-based strategy, only known their own technical ability, but known nothing about the market which is plunged or development important turn; Also, the major reason for Kodak bankrupt is consolidate the traditional product status by the innovation ability and error of investment, so miss the good opportunity on the transformation products. While DOW has made continuous successfully transformation by the proceed the innovation of lead-product, business restructure, adjusting the production capacity, dissolve the uncertain risk when its facing the market change; and also DuPont has introduced new transformation of products by combined the world's leading fist technology with rapidly growing market opportunity.
In this paper, we establish the groups of model for economic development promoted by innovation, in order to identify the input of science and technology, the investment of fixed assets, human capital, energy conservation and emission reduction, and other key indicators for the transformation promoted by innovation, according to the new theory of growth, the new system economics, energy economics and the theory of enterprise development strategy, taking the Sinopec company as an example. The model system of the transformation promoted by innovation including innovation-economic growth model, innovation-energy consumption model, innovation-pollutant emission model. According to these models, we forecast some key index of Sinopec for the change of economic development mode promoted by innovation in2015. This study shows that Sinopec will shift to a way of resource-conserving and environment-friendly intensive development by innovation, human capital, improve the quality of investment and so on.
(3) Analyze the innovation network of whole industrial chain and its transformation strategy according to the principle of symbiosis
The so-called symbiotic principle is that the symbiotic relationship among enterprises to share market interests and the cooperation labor of specialized division formed by taking some platform strategy and building a new industrial ecological environment conditions (including economic, social and natural environment), thus, on this basis to implement innovation in the whole industry chain, and realize the transformation and upgrading of industry. This paper analyzes four stages of the innovation process in the whole industry chain for Apple computer which lead the internationalization innovation network of the whole industrial chain:the design of transformational R&D platform, the innovation of key module, assembly process innovation and the marketing service innovation. Analyzing the ecological environmental of the mobile industry transformation strategy from the aspect of symbiotic relationships among the inter-enterprises and inter-consumers. Further more, this paper discusses the operation mechanism and type of the innovation in the whole industry chain among the internationalization network of organization structure in the international top enterprises, and discovers the reason of Apple which constantly obtain the new breakthrough for the innovation network in the whole industry chain by the method of social network analysis, in order to provide reference for enterprises'innovation, transformation and upgrade industries in China.
(4) Put forward the petrochemical industry transformation strategy for Changxing island and its the innovation strategy for whole industry chain
As the application of above study, we analyze the strategic changed for the petrochemical industry, and prove the necessity to take the strategic of transformation for petrochemical industry in Changxing Island. This paper expounds the strategic transformation in firms'level:the structural of adjustment strategy, raw material diversity-resources open strategy, comprehensive innovation strategy; propose the transformation strategy in the level of industry ecological environment:constructing low carbon platform, integrated platform, intellectualized platform, international platform et al., and also discussing the construction strategy of the innovation network for the whole industry chain.
本文研究内容之间的关系是,首先在理论上提出基于创新的转型战略观,探索性的提出契合原理、共生原理(第二章),并将契合原理用于分析若干企业的转型行为(第三章),进而构建创新促进转型的模型体系(第四章)；在此基础上,根据共生原理对全产业链创新网络及其转型战略进行分析(第五章)；最后,作为前述研究成果的应用,提出长兴岛石化产业的转型战略与全产业链创新策略(第六章)。
(1)提出基于创新的转型战略观
目前国内外有关战略的研究大多集中于基于资源的战略、基于环境的战略、基于能力的战略等研究上。这三种战略观是典型的单面战略观,他们大多从资源、环境、能力等某一方面看待战略问题。本文从创新促进转型这个新视角研究战略问题,提出基于创新的转型战略观。新战略观不是对以往战略观的简单否定,而是在充分借鉴、吸收以往“单面”战略观基础上的融合、改进——多面战略观。基于创新的转型战略观综合考虑资源、环境(经济环境、社会环境和自然生态环境)、能力和组织这四个方面的动态变化。从作为思维模式的转型战略、作为预期的转型战略、作为商业模式创新的转型战略、进行重新定位的转型战略、作为策略的转型战略等几个方面对基于创新的转型战略观进行了论述。
(2)提出创新、投资契合原理并用于分析若干企业的转型行为,进而构建创新促进转型的模型体系
探索性的提出创新能力、投资方向与市场变化相契合的转型原理,并根据这个原理分析北电、柯达、陶氏和杜邦的转型行为。北电公司的转型失败在于技术能力大大超前于市场需求,并且一错再错；北电的研发实力不是不强,产品也不是不好,关键是技术与市场结合得不够,或者说是技术的选择并没有踩上市场的节拍。这是典型的基于能力战略惹的祸,只是看到了自己的技术能力,而没有看到市场正在急转直下或发展重大转折；同样,柯达破产的主要原因在于把创新能力和投资失误地用在了传统产品定位的巩固上，从而在转型产品上错失良机；而陶氏面向市场变化不断进行主导产品的创新、业务重组和生产能力调整,并能化解风险,从而不断取得转型成功；杜邦则把世界领先的拳头技术与快速增长的市场机会结合起来,不断推出转型产品。
根据契合原理,基于新增长理论、新制度经济学、能源经济学和企业发展战略理论,以中石化有限公司为例,识别出创新促进转型的创新投入、固定资产投资、人力资本、节能减排等关键指标,建立创新促进经济发展方式转变的模型组：创新—经济增长模型、创新—能耗模型、创新—污染物排放模型,形成创新促进转型的模型体系。并根据这些模型,对2015年中石化有限公司创新促进经济发展方式转变的若干关键指标进行预测。结果表明中石化公司在创新、人力资本、投资质量提高等的作用下将转向资源节约型、环境友好型的集约型发展方式。
(3)根据共生原理对全产业链创新网络及其转型战略进行分析
本文提出的所谓共生原理是指,通过采取某种(或某些)平台战略,构建新的产业生态环境条件(经济环境、社会环境、自然环境),从而形成企业之间共享市场利益、专业化分工协作的共生关系,并在此基础上进行全产业链创新,实现产业转型升级。本文以美国苹果公司引领的国际化的全产业链创新网络为例,分析全产业链从变革型的研发平台设计、关键模块创新、装配过程创新到营销服务创新的四阶段创新过程,从企业之间及其与消费者之间的共生关系的角度分析移动产业生态环境的转型战略。在此基础上,进一步从组织结构创新维度出发,论述全产业链创新在国际顶尖企业之间以网络化组织结构展开的运行机理和类型,并运用社会网络分析方法进一步揭示苹果公司引领的国际化的全产业链创新网络不断取得新突破的原因,以为中国企业的创新、转型和产业升级提供借鉴。
(4)提出长兴岛石化产业的转型战略与全产业链创新策略
作为前述研究成果的应用,分析当前石化产业战略环境的改变,指出长兴岛石化产业采取基于转型的战略的必要性。阐述了企业层面的转型战略：结构调整战略、原料多无化——资源开放型战略、综合创新战略；提出产业生态环境层面的转型战略：构建低碳化平台、一体化平台、智慧化平台、国际化平台等企业共生平台,并探讨了全产业链创新网络的构建策略。
In order to effectively deal with uncertainty environment directional selection, firm also use the strategic concept which coordinates the relationship of enterprises'behavior and environmental adaptability. When the environment have taken great change that the enterprise or industry now facing, the enterprise or industry will propose the requirements for converting or changing the original strategic. Thus, The new strategic concept——based on the transformation of the strategic concept will become the necessary choice. The macro background for based on the transformation of the strategic concept is a low carbon economy and the turbulence for the after financial crisis, facing the opportunity is the new technology revolution and industrial upgrading, and also undergoing the challenge is energy conservation and emissions reduction, the rise of labor costs and so on.
The logical relationship of this paper:firstly, we present the strategic concept based on the transformation of innovation and exploratory put forward fit principle, symbiotic principle in theory (chapter2), and also analyze a series of enterprise transformation behavior(chapter3) by fit principle, then build the model system for the transformation facilitated by innovation (chapter4). Secondly, the network of whole industrial chain's innovation and its transformation strategy will be analyzed according to the principle of symbiosis (chapter5). Finally, this paper proposes the petrochemical industry transformation strategy for Changxing island and the innovation strategy for whole industry chain as the application of this study(chapter6).
(1) Propose the strategic concept based on the transformation
Both at home and abroad, currently the strategic research mostly focus on resource-based view, based on the environment strategy and the strategy of capability-based. Above the three strategic concepts belong to a typical single strategic view, which always consider strategic issues from one of the resources, environmental, capability. This paper proposes the transformation of the strategic concept from the new perspective of the transformation promoted by innovation. The new strategic concept is not simply negative the previous strategic concept, but fully absorbs the past "single" strategic concept. The new strategic concept based on the transformation comprehensively considering the dynamic change for the resources, environmental (including the environmental of economic. society and the natural ecological), ability, organization and so on. This paper discusse the strategic concept based on the transformation from the mode of thinking for the transformation of strategy, expected transformation strategy, the business innovation model of strategy based on the transformation, reorientation of transformation strategy, a strategic of transformation strategy and so on.
(2) Present the innovation, fit principle and establish the model system for the transformation promoted by innovation
Exploratory puts forward the transformation of fit principle among innovation capability, investment direction and market changes, and analyzes the transformation behavior for Nortel, Kodak, DOW, DuPont according to this principle. Due to the technical capability is greatly advanced the market demand, company—Nortel's transformed is failure. Despite its R&D capability and products is not bad, the key factor is that the technology not enough integrate with market demand, or the choice of technology maybe not step on the market beat. This is attribute to typical ability-based strategy, only known their own technical ability, but known nothing about the market which is plunged or development important turn; Also, the major reason for Kodak bankrupt is consolidate the traditional product status by the innovation ability and error of investment, so miss the good opportunity on the transformation products. While DOW has made continuous successfully transformation by the proceed the innovation of lead-product, business restructure, adjusting the production capacity, dissolve the uncertain risk when its facing the market change; and also DuPont has introduced new transformation of products by combined the world's leading fist technology with rapidly growing market opportunity.
In this paper, we establish the groups of model for economic development promoted by innovation, in order to identify the input of science and technology, the investment of fixed assets, human capital, energy conservation and emission reduction, and other key indicators for the transformation promoted by innovation, according to the new theory of growth, the new system economics, energy economics and the theory of enterprise development strategy, taking the Sinopec company as an example. The model system of the transformation promoted by innovation including innovation-economic growth model, innovation-energy consumption model, innovation-pollutant emission model. According to these models, we forecast some key index of Sinopec for the change of economic development mode promoted by innovation in2015. This study shows that Sinopec will shift to a way of resource-conserving and environment-friendly intensive development by innovation, human capital, improve the quality of investment and so on.
(3) Analyze the innovation network of whole industrial chain and its transformation strategy according to the principle of symbiosis
The so-called symbiotic principle is that the symbiotic relationship among enterprises to share market interests and the cooperation labor of specialized division formed by taking some platform strategy and building a new industrial ecological environment conditions (including economic, social and natural environment), thus, on this basis to implement innovation in the whole industry chain, and realize the transformation and upgrading of industry. This paper analyzes four stages of the innovation process in the whole industry chain for Apple computer which lead the internationalization innovation network of the whole industrial chain:the design of transformational R&D platform, the innovation of key module, assembly process innovation and the marketing service innovation. Analyzing the ecological environmental of the mobile industry transformation strategy from the aspect of symbiotic relationships among the inter-enterprises and inter-consumers. Further more, this paper discusses the operation mechanism and type of the innovation in the whole industry chain among the internationalization network of organization structure in the international top enterprises, and discovers the reason of Apple which constantly obtain the new breakthrough for the innovation network in the whole industry chain by the method of social network analysis, in order to provide reference for enterprises'innovation, transformation and upgrade industries in China.
(4) Put forward the petrochemical industry transformation strategy for Changxing island and its the innovation strategy for whole industry chain
As the application of above study, we analyze the strategic changed for the petrochemical industry, and prove the necessity to take the strategic of transformation for petrochemical industry in Changxing Island. This paper expounds the strategic transformation in firms'level:the structural of adjustment strategy, raw material diversity-resources open strategy, comprehensive innovation strategy; propose the transformation strategy in the level of industry ecological environment:constructing low carbon platform, integrated platform, intellectualized platform, international platform et al., and also discussing the construction strategy of the innovation network for the whole industry chain.
引文
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