从“产品服务创新”到“平台服务创新”—基于海尔集团的探索性案例分析

From“Product Service Innovation”to“Platform Service Innovation” - An Exploratory Case Analysis Based on Haier Group

摘要:

互联网给传统的商业模式带来了挑战,对组织结构提出了颠覆性的新要求。平台组织具有网络效应和演化能力两大特征优势,在一定程度上满足了当今时代组织要能够快速响应用户需求的要求。本研究以海尔集团为研究对象,分析驱动海尔集团从产品服务创新(一维“点线”模式)到平台服务创新(二维“平面”模式)的因素。研究表明,产品服务创新到平台服务创新的出现与海尔提出的组织平台化、用户个性化、员工创客化密不可分,其中组织平台化是海尔获得丰富资源的基础,用户个性化实现与用户零距离,员工创客化激发了员工创新创业的积极性。同时,为了获取外部优质创新资源海尔构建了开放式创新平台,而创新创业平台主要助力员工自主创业,全流程开放并联一体化平台赋能创业小微。通过此研究进一步丰富和发展了制造业企业平台化转型服务理论和平台赋能创新创业理论,为传统的制造业企业如何实现产品服务创新到平台服务创新提供一定的启示。

Abstract:

The Internet has brought challenges to the traditional business model, and put forward subversive new requirements for the organizational structure. The platform organization has two major advantages of network effect and evolution ability, and to a certain extent, it meets the requirements of organizations in today"s era to be able to quickly respond to user needs. This research takes Haier Group as the research object, and analyzes the factors that drive Haier Group from product service innovation (one-dimensional “dot-line”model) to platform service innovation (two-dimensional“plane”model). Research shows that the emergence of product and service innovation to platform service innovation is inseparable from the organizational platformization, user personalization, and employee makers proposed by Haier. Among them, the organization platform is the basis for Haier to obtain abundant resources. User personalizationrealizes zero distance from users, and employee makers stimulate the enthusiasm of employees to innovate and start businesses. At the same time, in order to obtain external high-quality innovation resources, Haier has built an open innovation platform, and the innovation and entrepreneurship platform mainly helps employees to start their own businesses, and the whole-process open and parallel integrated platform empowers entrepreneurial small and micro enterprises. This research further enriches and develops the platform-based transformation service theory and platform-enabled innovation and entrepreneurship theory of manufacturing enterprises, and provides some enlightenment for traditional manufacturing enterprises to realize product service innovation to platform service innovation.