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论文编号：	246
作者编号：	20050741
上传时间：	2008/6/17 21:35:39
中文题目：	渐进型战略定位演化研究
英文题目：	Research on Incremental Evolut
指导老师：	王迎军
中文关键字：	战略定位 渐进型演化 整合模型
英文关键字：	Strategic position Incremental
中文摘要：	战略定位是企业战略逻辑的集中体现，也是企业战略特征的最佳表达，其本质在于创造一个独特的、有价值的、涉及不同系列价值活动的地位。随着企业的成长与发展，其战略定位也必将发生相应的变化，而这一演化过程是呈现出战略主题恒定的阶段式渐变还是突破战略主题局限的极限式激变，目前的研究成果还较为欠缺。为此，本文尝试勾画出企业战略定位演化的多维路径，运用扎根理论、内容分析以及主题分析等研究方法，基于科学的译码程序，对渐进型战略定位演化进行深度剖析，并将其与激进型演化予以比较，从而建构渐进型战略定位演化的整合模型。 本文的单一主案例研究思路参考了斯坦福大学管理学教授罗伯特•伯格曼运用单一个案的研究设计，基于此本文以“一主多辅”的案例结构，经过较为深入的扎根理论分析得出如下的结论： 第一，企业战略定位是一个由多部分组成的定位系统，包括战略主题、价值活动、战略承诺与战略路径等。战略主题折射出战略定位的逻辑主轴，价值活动是由主题延伸出来用以支撑战略主题与战略目标的基础体系；战略承诺则体现出对价值活动体系的资源与能力投入，以及由此生成的战略行动集；进而这些要素聚焦于战略路径上，型塑出战略定位的演化过程。 第二，企业战略定位呈现出渐进型演化与激进型演化的不同路径。在原有战略主题恒定的前提下，企业内价值活动体系与企业间价值网络的连续性变化以及组织运营、协调方式的技术性调整，将开启渐进型战略定位演化；而突破既有战略定位的极限，导致原有定位系统的结构失灵、战略转变或新战略定位的生成，这种极限式的突变则会导致激进型战略定位的演化。 第三，环境、企业以及组织三个层面的多维因素构成了渐进型战略定位演化的整合模型。在环境层面，企业战略定位的渐进性保持有赖于市场需求、竞争结构、价值网络、产业技术复杂性以及主导设计等环境要素的约束；在企业层面，渐进型战略定位还要受到产品结构与市场响应这一层级的影响，同时也会反向生成具有渐进性特征的产品结构与市场响应机制；在组织层面，组织结构的规范性、组织能力的集中性以及组织运营的复杂性成为渐进型战略定位的根本支撑。 第四，战略定位会对企业竞争优势的获得与保持产生重要的影响。一方面，战略主题界定了竞争优势的基本类型；另一方面，经由战略承诺的投入与价值活动的实施，企业将在战略路径上不断积累关键资源与能力，从而使得竞争优势得以持久。 第五，本文探讨了扎根理论与内容分析等方法在企业战略定位系统识别上的应用。经过忠实于资料、重视互动的分析过程，借助归纳与演绎的分析思路，本文较好地解决了以往研究中存在的从现象到理论提炼不系统的问题，同时也使得扎根理论在管理学领域得到了很好的应用。 基于规范的质化研究结构，本文在第一章对本研究的背景、目的与意义进行了阐述，同时提出了拟采用的研究方法并建构了研究设计的总体框架。在第二章中，本文对企业战略定位理论以及与此相关的理论进行了梳理与评析，特别对企业战略定位理论的多维研究脉络与现有研究的不足进行了阐释。在第三章中，本文着重通过开放性译码、主轴译码和选择性译码的程序，特别在开放性译码中融入主题分析，凝炼出目标主案例（戴尔）的战略定位架构。在第四章中，本文借助扎根理论的过程译码，对目标主案例战略定位的演化过程进行了剖析。进入第五章，本文基于共演化理论，结合扎根理论中的条件矩阵对影响目标主案例战略定位演化的因素进行了分析，得出内部和外部两大类因素。在第六章中，本文对渐进型演化与激进型演化的不同路径进行了初步描述，并建构了渐进型战略定位演化的整合模型，进而借助辅案例（华为、联想、英特尔）的战略定位演化过程对该整合模型进行了案例检验。在第七章中，本文在透视目标主案例不同时期竞争优势的基础上，分析了战略定位演化对竞争优势的影响。最终，本文在第八章对全文在过程研究、模式建构以及研究方法等方面做一总结，并对未来研究予以展望。
英文摘要：	Strategic position is the best exhibition of the logic and the character of firm’s strategy. The nature of it is to create a unique and valuable position that involves different value activities. Along with the growth and development of the firm, its strategic position must have changed accordingly. Whether the revolution process turns out to be punctuated incremental variation with stable strategic theme, or mutational variation by breaking up the existing strategic theme, we have little research on it. So this dissertation makes efforts to describe the multiple paths of strategic positioning revolution, especially analyzes the incremental type deeply. Using grouded theory, content analysis, subject analysis and other study method, through scientific coding procedure, we make deep analysis on the incremental strategic positioning revolution and compare it with the mutational type. Then, we establish the holistic model of incremental strategic positioning revolution. The one case design of this dissertation is referenced from the research of Robert A. Burgelman, professor on management of Stanford University, on one case study. Based on it we hold the studying structure of “one main case plus multiple assistant cases”, and after detailed grounded theory analysis, we draw several conclusions as the following: Firstly, strategic poison is a system that contains several parts, which are strategic theme, value activities, strategic commitment and strategic path. Strategic theme shows the logic axis of strategic position; value activities are the basic system that extend from the theme and support it in reverse; strategic commitment reflects the investment of resources and abilities on value activity system and the action repertoire that comes into being from it; further these elements may focus on strategic path and figure the revolution process of strategic positioning. Secondly, the revolution process of strategic positioning turns out to be two paths, i.e. incremental and mutational path. Under the circumstance of stable strategic theme, the continuous change of value activity system inside the firm and value network outside the firm, and the technical adjustment of organizational operation and coordination will induce incremental strategic positioning revolution. While breaking up existing strategic position, which may result in the failure of existing position, the reformation of strategy and the formation of new one, will lead to mutational strategic positioning revolution. Thirdly, the holistic model of incremental strategic positioning revolution contains multiple elements from the perspective of environment, firm and organization. From the perspective of environment, the incremental character of strategic position depends on market demands, competitive structure, value network, technology complication and main design restriction. From the perspective of firm, it may also be influenced by products structure and market response, and it may produce the latter mechanism that has incremental character in reverse. From the perspective of organization, the normative organizational structure, the concentration of organizational ability and the complexity of operation might be the fundamental sustentation of incremental strategic position. Fourthly, strategic position may have great influence on the obtaining and sustainment of competitive advantage. On one hand, strategic theme defines the basic style of competitive advantage. On the other hand, through the investment of strategic commitment and the implementation of value activities, the firm can accumulate the key resources and abilities on the strategic path, in order to make competitive advantage sustainable. Fifthly, this dissertation talks about the application of gounded theory, content analysis and other qualitative method on the identification of strategic position system. Through the analyzing process that based on materials and pays attention to interaction, this dissertation sovles the problem of unsystemic abstraction from phenomenon to theory that exists in many researches in virtue of induction and deduction. Moreover, it makes great applications of grounded theory in management field. Given the canonical qualitative study structure, we talk about the background, objective and the significance of this research in the first chapter. What’s more, the research method that we will use is provided and the total framework of our research design is established. In the second chapter, we summarize and evaluate the theory of strategic positioning and other theories that are connected with it. Especially, we find out the multi-dimension venation of strategic positioning theory and the deficiency of present research. In the third chapter, through the procedures of open coding, axis coding and selective coding, we abstract the strategic positioning of the main case. Then, we analyze the the strategic evolution process of the main case using the process coding procedures in the forth chapter. In the fifth chapter, based on co-evolution theory and combining with the condition matrix from grounded theory, we figure out the factors that influence the evolution process, which contains internal and external factors. Then we describe the different path of incremental and radical evolution process in the sixth chapter, establish the holistic model of incremental strategic positioning and make it tested by case study of Huawei, Lenovo and Intel. In the seventh chapter, depending on the analysis of competitive advantages that the main case have in different phases, the influence of strategic positioning and its evolution on competitive advantage has been shown to us. At last, this dissertation draws the conclusion on process analysis, pattern construction, and study method and so on. Meanwhile, it gives us the expectation on future study.
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