摘要
数字化转型背景下,数字赋能型企业如何克服资源限制为数字化转型企业提供“一客一策”的个性化赋能已经成为理论界与实践界共同关注的重要话题。嘉数通过持续拓展用户价值对外资母婴品牌商数字化转型提供个性化赋能的过程十分典型,因此选取嘉数作为案例研究对象,分析其个性化赋能的实现过程和机制具有重要的理论价值和实践意义。研究发现:数字赋能型企业提供个性化赋能的过程将经历单点切入、多元拓展和个性化定制三个阶段,且在这一过程中,用户需求的持续迭代驱动数字赋能型企业的组织身份构建需求呈现出关系身份构建需求、关系身份优化需求和个性身份塑造需求的动态演化,这促使企业分别采用异质性知识转化、模块一体化整合和模块场景化重组的价值创造活动,为用户创造效率价值、连接价值和场景价值。数字赋能型企业通过持续拓展并提升用户价值,最终得以实现个性化赋能。此外研究还发现,资源中心化和结构去中心化是数字赋能型企业实现个性化赋能的关键机制。
Digital enabler enterprises are organizations that focus on providing digital technology support and solutions to facilitate the digital transformation of traditional enterprises,rather than directly engaging in their value creation processes.Given the diverse goals,content,models,and processes of digital transformation across traditional enterprises,how digital enabler enterprises overcome their resource constraints to offer customized empowerment solutions has become a critical topic of interest in both academia and industry.This study uses JiaShu,a company known for its customized empowerment of foreign maternal and infant brands in their digital transformation,as a case study.By analyzing JiaShu's approach,this research aims to uncover the processes and mechanisms behind customized empowerment,offering valuable theoretical and practical insights.The study is based on extensive semi-structured interviews with JiaShu's top management team,supplemented by a wide range of secondary data to achieve triangulation.Using a longitudinal single-case study approach,the research develops a process model for how digital enabler enterprises provide customized empowerment tousers.The study identifies several key findings:(1)Stages of customized empowerment.The process of providing customized empowerment progresses through three stages:initial entry,diversified expansion,and personalized customization.Throughout these stages,user needs continually evolve.Specifically,JiaShu's users initially exhibited common digital transformation needs,which then evolved into more diverse and integrated requirements,and eventually into personalized and scenario-specific demands.(2)Processes of customized empowerment.This ongoing evolution of user needs drives changes in the organizational identity of digital enabler enterprises,leading to dynamic shifts in relationship identity formation,relationship identity optimization,and personalized identity creation.To address these shifts,digital enabler enterprises engage in value-creation activities such as heterogeneous knowledge transfer,modular integration,and scenario-based modular reorganization,ultimately generating efficiencyvalue,connectivityvalue,and scenario value for users.(3)Mechanisms of customized empowerment.The study identifies two key mechanisms for achieving customized empowerment:resource centralization and structural decentralization.Resource centralization acts as an efficiency mechanism by enabling the rapid matching,deployment,and coordination of resources,while structural decentralization enhances flexibility by fostering close collaboration and co-innovation between the digital enabler enterprise and its users.(4)The collaborative evolution of organizational identity.The realization of customized empowerment is closely linked to the construction of a differentiated organizational identity.To build such an identity,enterprises must first clarify their social identity,then establish and optimize their relationship identities with stakeholders,and finally,shape a unique personalized identity.This process involves a gradual internalization,ultimately leading to the creation of a distinctive organizational identity that sets the enterprise apart from others.
作者
王娟娟
张骁
WANG Juanjuan;ZHANG Xiao(School of Business,Nanjing University,Nanjing 210093,China)
出处
《科学学与科学技术管理》
北大核心
2025年第6期176-193,共18页
Science of Science and Management of S.& T.
基金
国家自然科学基金重点项目(72132005)
江苏省研究生科研与实践创新计划项目(KYCX24_0039)。
关键词
数字赋能型企业
数字化转型
个性化赋能
用户价值
案例研究
digital enabler enterprises
digital transformation
customized empowerment
user value
case study
