作　者：陈德球 张雯宇
关键词：企业数字化转型；产品市场竞争地位；竞争战略；销售优势；资源基础理论；动态能力理论
摘　要：

 数字经济促进企业生态系统的构建，大数据为企业开展多元化经营、获取和沉淀客户资源赋能，研究企业数字商业模式的形成和扩大如何影响公司在产品市场中的竞争地位已成为深入了解企业数字化转型的重要议题。受资源积累和动态能力的影响，企业数字化转型提高产品市场竞争地位主要是通过增强企业创新能力和扩大企业客户网络影响来实现。当企业的融资约束较大、管理层权力较小和所在地区的文化更加强调业绩或未来导向时，上述结果更加显著。进一步的研究发现，企业数字化转型将提高公司采用差异化竞争战略的概率，降低公司采用成本领先战略的倾向，补充证明了数字技术驱动产品市场竞争力提升主要表现为企业销售优势的重构和增强。

 

On Enterprise Digital Transformation And Product Competitiveness

Chen Deqiu，Zhang Wenyu（University of International Business and Economics）

Abstract Since digital economy promotes enterprise ecosystem construction, and big data empowers enterprises to diversify their operation, acquire and accumulate customer resources, it has become an important topic, for an in-depth understanding of enterprise digital transformation process, to study the impact of  the formation and expansion of enterprise's digital business model on product competitiveness. Affected by resource accumulation and dynamic capabilities, enterprise digital transformation has significantly improved product market competitive position, and this effect is mainly achieved by enhancing the innovation capabilities of enterprises and expanding the influence of enterprise customer networks. These results are more pronounced when firms face greater financing constraints, have less managerial power, and are located in more performance-oriented or future-oriented region. Further research finds that, enterprises' digital transformation can improve their product competitiveness by increasing the probability of adopting differentiation strategy and reducing the probability of adopting cost leadership strategy, which supplementally proves that the improvement of market competitiveness driven by digital technology is mainly manifested in the reconstruction and enhancement of enterprise sales advantages.

Key words enterprise digital transformation; product competitiveness; competitive strategy; sales advantage; resource-based view; dynamic capabilities theory

 

■作者简介 陈德球，对外经济贸易大学国际商学院教授，北京 100029；

张雯宇（通讯作者），对外经济贸易大学国际商学院博士研究生。

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