管理评论 ›› 2021, Vol. 33 ›› Issue (1): 330-339.

• 案例研究 • 上一篇    

数字化情境下组织价值主张的识别与开发:基于企业微信的案例研究

陈春花1,2, 梅亮1,2, 尹俊1,3   

  1. 1. 北京大学国家发展研究院, 北京 100871;
    2. 北京大学未来教育管理研究中心, 北京 100871;
    3. 北京大学习近平新时代中国特色社会主义思想研究院, 北京 100871
  • 收稿日期:2020-04-14 发布日期:2021-02-03
  • 通讯作者: 梅亮(通讯作者),北京大学国家发展研究院助理研究员,博士
  • 作者简介:陈春花,北京大学国家发展研究院教授,博士;尹俊,北京大学习近平新时代中国特色社会主义思想研究院助理教授,博士。
  • 基金资助:
    教育部人文社会科学研究青年基金项目(20YJC630102);教育部人文社会科学研究规划基金项目(19YJA630104)。

Identification and Development of Organizational Value Proposition in Digitalization——Lessons from the Work WeChat Case Study

Chen Chunhua1,2, Mei Liang1,2, Yin Jun1,3   

  1. 1. National School of Development, Peking University, Beijing 100871;
    2. Research Center for Future Education Management, Peking University, Beijing 100871;
    3. Institute of Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era, Peking University, Beijing 100871
  • Received:2020-04-14 Published:2021-02-03

摘要: 数字化情境驱动传统组织边界的延伸,引导组织在更广范围内同客户等主体交互协同。作为联结焦点企业与客户等主体价值共创的桥梁,企业价值主张的识别与开发受到研究与实践的重视。本文以中国领先高科技企业腾讯公司的企业微信组织为研究对象,通过企业微信内外部人员访谈数据的内容分析与编码,系统解构企业微信价值主张的识别与开发,深入展开企业微信价值主张的案例研究。研究显示:企业价值主张的内涵解析包含焦点企业独特性价值视角、焦点企业与客户的关系视角,以及焦点企业与利益攸关主体所产生的价值要素组合视角三个分支,而企业价值主张的识别与开发可基于“全部优势点——优势化差异点——价值组合共鸣点”的过程建构框架。研究对企业价值主张的概念及过程开发等输出知识增量,为数字化情境下组织价值主张的实践提供启示。

关键词: 价值主张, 数字化, 企业微信, 内容分析

Abstract: The digitalization drives the boundary extension of traditional organizations and guides organizations to interact and collaborate with clients and other stakeholders in a wider range. As a bridge that connects the focal corporate and customer for value co-creation, the identification and development of corporate value propositions are regarded important both from researches and practices. This paper takes the case of Work WeChat organization of China's leading high-tech enterprise Tencent, extends the content analysis and coding on the interview data of internal and external personnel of the Work WeChat, and systematically explains the identification and development process of the value proposition of Work WeChat. The research findings indicate that:three streams of literature explain the connotation of corporate value proposition, involving the perspective of focal firm's unique value, the perspective of relationship between focal firm and customers, and the value portfolio perspective between focal firm and stakeholders; in addition, the identification and development corporate value proposition can be embedded in a process-based framework "All Benefits-Favorable Points of Difference-Resonating focus of Value Combination". The research contributes to the concept and development process of corporate value proposition, and provides implications for the practice of corporate value proposition in the digital context.

Key words: value proposition, digitalization, Work WeChat, content analysis