基于价值网的电信运营企业协同产品创新研究
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摘要
融合和转型,是当前电信业发展的主题,信息通信技术的发展为电信业、互联网产业、传媒产业、娱乐产业之间的逐步融合带来了巨大的可能性,电信业正在从单一的产业链结构,逐步向TIME(Telecom,Internet,Media and Entertainment)型的复杂生态系统演变,电信运营企业面临着来自传媒、娱乐产业,尤其是互联网产业的严峻挑战。当前,中国电信运营业新一轮的重组已经拉开了序幕,此次重组向着有效竞争的市场结构又前进了一步,加上中国电信业已完全对外资开放,电信运营商之间的竞争将越来越激烈。
产品创新既是电信运营企业获取竞争优势的源泉,也是电信运营企业成长的不竭动力。转型后的电信运营商作为综合信息服务提供商为客户提供的是包含了实物、服务和信息内容的融合型的电信信息产品,而电信信息产品结构复杂,其创新过程中涉及到价值网中的许多角色,是一项复杂的协同系统工程,因而研究电信运营企业基于价值网的协同产品创新问题具有重要的现实意义和理论意义。
本文以价值网理论、战略联盟理论和创新理论为主要的理论基础,综合运用文献综述、微分博弈、案例研究、问卷调查等研究方法,对以下五方面的内容进行了较为深入的研究:(1)电信运营企业产品创新的博弈分析;(2)电信信息产品的概念定义、属性及其结构模型;(3)以电信信息产品创新为纽带的电信运营企业价值网;(4)电信信息产品协同创新的合作伙伴选择理论;(5)电信信息产品协同创新的关键影响因素及其作用机理。
本文的主要结论和创新点可以概括为以下五个方面:
1.建立了电信运营企业产品创新的同步微分博弈模型,并求得了开环纳什均衡解。
电信运营产业正处于由市场运营向业务与产品运营过渡的转型时期,持续的产品创新成为电信运营企业的核心竞争手段。本文假设两家电信运营企业通过动态调整其产品的创新性水平和产品创新资源投入来进行竞争,以利润最大化为各自企业的目标函数,建立了双寡头同步微分博弈模型,并求解得到开环纳什均衡,通过分析均衡状态的轨迹图像,得出结论:(1)随着时间的推移,企业会持续增加对产品创新的投资:(2)在竞争激烈的市场环境中,企业要想取得优势,其策略就是不断地以更快的速率提高其产品的创新性水平。
2.创新性地提出了“业务+内容+商业元素”三位一体的电信信息产品概念,提出了电信信息产品的结构模型。
当前,对电信信息产品的研究还是一个新领域,业界对其概念和结构尚没有形成一致的认识,本文对电信信息产品的概念进行了如下定义:电信运营企业根据客户需求,针对相应的客户细分,对业务功能、信息内容等要素进行组合,并赋予品牌、资费、渠道、客户服务等商业元素后的产物。在定义的基础上,剖析了电信信息产品四个层面的属性:内在属性、外在属性、表现属性和销售属性,提出了电信信息产品的结构模型。
3.建立了电信运营企业协同产品创新的价值网模型,并提出了价值网的复杂度概念。
在电信信息产品概念和结构模型的基础上,分析产品创新中涉及到的角色及其相互关系,建立了由终端价值链、网络价值链、基础设施价值链、应用价值链和内容价值链五条价值链融合而成的电信运营企业的价值网模型,并借鉴香农信息论中对熵的计算,提出了价值网的复杂度概念。
4.提出了基于技术一致性评估、战略一致性评估和关系一致性评估的三阶段协同创新合作伙伴选择理论。
在通过价值网联盟进行的协同产品创新中,选择合适的合作伙伴对于联盟的成功非常重要。从建立合作伙伴选择理论的研究目的出发,本文挑选了8家企业的高级管理人员进行了深度访谈,这8家企业中包括了电信运营商、终端制造商、内容(服务)提供商(CP/SP)、网络设备制造商、以及互联网企业,采用案例研究和叙事分析的方法,提出了协同产品创新合作伙伴选择的三阶段流程理论,即通过对潜在的合作伙伴进行技术一致性评估、战略一致性评估和关系一致性评估来最终确定能够产生最大协同效应的合作伙伴。
5.系统性归纳总结了协同产品创新的8大关键影响因素,并提出了这些关键影响因素的作用机理假设,首次应用电信运营产业的数据对这些假设进行了实证检验。
在文献综述的基础上,分别梳理、总结了战略联盟成败的原因、新产品开发活动成败的原因,在此基础上系统性地提出了协同产品创新的8大关键影响因素:信任、沟通、协调、环境不确定性、联盟类型(竞争者联盟与非竞争者联盟)、创新类型(突破性创新与渐进性创新)、联盟结构(实力均衡型联盟与实力非均衡型联盟)、管理控制机制。本文还进一步提出了这些关键影响因素的作用机理假设,提出了这些关键影响因素的测量指标并据此设计了调查问卷,在小规模预调查的基础上改进了调查问卷,在对300家价值网内企业的问卷调查中,回收了145份有效问卷。基于问卷调查所获取的数据,运用相关的数理统计方法和SPSS软件对关键影响因素的作用机理假设进行了实证检验,结果表明,大部分假设都得到了支持。
Convergence and transformation, are currently the hot topics of the telecom industry. The rapid advancement of information and communication technologies enables the gradual convergence of telecom industry, the Internet industry, the media industry, the entertainment industry. The simple linear value chain of telecom industry is evolving into a complex ecosystem of TIME(Telecom, Internet, Media, and Entertainment). Recently, a new round of restructuring of telecom operators has opened the prelude in China, and China telecom market is now completely open to foreign investors, and these events will make the domestic telecom market more competitive.
To telecom operators, product innovation is not only the source of competitive advantages, but also an inexhaustible motive force for growth. After transforming, as integrated information service providers, telecom operators will provide subscribers with convergent telecom information products which contains goods, services and information contents. As its ingredients are complex , the innovation process of telecom information product involves a number of roles in the value network, so it's a complex and systematic collaborative project. For the reasons above, the research on collaborative product innovation of telecom operators base on value network has both theoretical significance and practical significance.
This dissertation adopts theories of value network, strategic alliance and innovation as theoretical basis, employs literature review, differential games, case study and survey research as research methods, and investigates five subjects as follows: (a) analyzing the necessity and motive force for telecom operators to emphasize product innovation; (b) the definition, attributes and framework model of telecom information product; (c) value network of telecom operators taking telecom information product innovation as its core; (d) selection process of partners with maximum potential to successful collaborative product innovation; (e) key influencing factors and their action mechanism to effective collaborative product innovation.
The main conclusions and innovation points of this dissertation can be summarized into following 6 aspects:
1. It has built a simultaneous differential game model explaining the product innovation of telecom operators, and worked out the solution of open-loop Nash equilibrium.
At present, telecom operators are at the transition and transformation phase from market oriented operation towards service-and-product oriented operation, during which continuous product innovation has become the core competitive strategy of telecom operators. In this dissertation we assume that two competing telecom operators competes through adjusting the product innovation level and resource invested in innovation efforts, and they take profit maximization as their objective function. A simultaneous differential game model is built upon the above assumptions, and its open-loop Nash equilibrium solution is given. Through discussing the open-loop Nash equilibrium, we conclude: (a) The competing telecom operators increase the rate of investment in product innovation with time; (b) In a continuous innovation context, the equilibrium strategy for the competing telecom operators is to increase revenue by increasing product innovation level at a faster rate with time.
2. The definition, attributes and conceptual structure model of telecom information product is presented, referring telecom information product to be an integrated compound of telecom service, information content and commercial element.
Nowadays, telecom information product is a relatively new research area, there is little common consensus on its definition and structure. In the dissertation, telecom product is defined as follows: Telecom information product is what a telecom operator offers under a brand to satisfy communication and information needs of specific segmented customers. Telecom product is based on telecom service, attaching tariff, information content/application, channel, customer service and supplementary resource. A structure framework of telecom information product is then put forth.
3. The conceptual model of value network for collaborative product innovation of telecom operators is proposed, and the complexity of value network is also then defined.
Roles involving in the product innovation efforts and their relationships are studied based on the concept and structure of telecom information product, and then the model of value network for collaborative product innovation is proposed, which contains five value chains: device value chain, network value chain, infrastructure value chain, application value chain, content value chain. The complexity of value network is presented according to Shannon's calculation of entropy in information theory.
4. A 3-phase partner selection process is proposed based on the assessments of technological alignment, strategic alignment, and relational alignment of potential partners.
In collaborative product innovation efforts, it's very important for the success of collaboration to select an appropriate partner. In the dissertation, we conducted in-depth interviews to the executives and managers from 8 companies including telecom operators, device manufacturers, content(service) providers, network equipment manufacturers, and Internet companies. Through case study and narrative analysis, the 3-stage partner selection process theory is proposed.
5. 8 key influencing factors for collaborative product innovation are induced systematically, and their action mechanisms are hypothesized base on literature review. Then these hypotheses are validated using data collected through survey from companies in telecom value network.
Factors influencing the success and failure of strategic alliances and new product development efforts are induced to identify the 8 key influencing factors for collaborative product innovation: trust, communication, coordination, environmental uncertainty, alliance type(competitor alliance or non-competitor alliance), innovation type(radical innovation or incremental innovation), alliance structure(power equal alliance or power unequal alliance), control mechanism. The action mechanism of these 8 factors are hypothesized. To validate these hypotheses, measurements and survey items for these factors are designed. To increase the accuracy of measurement, a pilot test was conducted, and according to the result, necessary modifications were made to the survey questionnaire. Finally, we conducted the survey to 300 companies, and 145 valid questionnaires are collected, hypotheses are validated using the survey result. The result shows that most of the hypotheses are supported.
产品创新既是电信运营企业获取竞争优势的源泉,也是电信运营企业成长的不竭动力。转型后的电信运营商作为综合信息服务提供商为客户提供的是包含了实物、服务和信息内容的融合型的电信信息产品,而电信信息产品结构复杂,其创新过程中涉及到价值网中的许多角色,是一项复杂的协同系统工程,因而研究电信运营企业基于价值网的协同产品创新问题具有重要的现实意义和理论意义。
本文以价值网理论、战略联盟理论和创新理论为主要的理论基础,综合运用文献综述、微分博弈、案例研究、问卷调查等研究方法,对以下五方面的内容进行了较为深入的研究:(1)电信运营企业产品创新的博弈分析;(2)电信信息产品的概念定义、属性及其结构模型;(3)以电信信息产品创新为纽带的电信运营企业价值网;(4)电信信息产品协同创新的合作伙伴选择理论;(5)电信信息产品协同创新的关键影响因素及其作用机理。
本文的主要结论和创新点可以概括为以下五个方面:
1.建立了电信运营企业产品创新的同步微分博弈模型,并求得了开环纳什均衡解。
电信运营产业正处于由市场运营向业务与产品运营过渡的转型时期,持续的产品创新成为电信运营企业的核心竞争手段。本文假设两家电信运营企业通过动态调整其产品的创新性水平和产品创新资源投入来进行竞争,以利润最大化为各自企业的目标函数,建立了双寡头同步微分博弈模型,并求解得到开环纳什均衡,通过分析均衡状态的轨迹图像,得出结论:(1)随着时间的推移,企业会持续增加对产品创新的投资:(2)在竞争激烈的市场环境中,企业要想取得优势,其策略就是不断地以更快的速率提高其产品的创新性水平。
2.创新性地提出了“业务+内容+商业元素”三位一体的电信信息产品概念,提出了电信信息产品的结构模型。
当前,对电信信息产品的研究还是一个新领域,业界对其概念和结构尚没有形成一致的认识,本文对电信信息产品的概念进行了如下定义:电信运营企业根据客户需求,针对相应的客户细分,对业务功能、信息内容等要素进行组合,并赋予品牌、资费、渠道、客户服务等商业元素后的产物。在定义的基础上,剖析了电信信息产品四个层面的属性:内在属性、外在属性、表现属性和销售属性,提出了电信信息产品的结构模型。
3.建立了电信运营企业协同产品创新的价值网模型,并提出了价值网的复杂度概念。
在电信信息产品概念和结构模型的基础上,分析产品创新中涉及到的角色及其相互关系,建立了由终端价值链、网络价值链、基础设施价值链、应用价值链和内容价值链五条价值链融合而成的电信运营企业的价值网模型,并借鉴香农信息论中对熵的计算,提出了价值网的复杂度概念。
4.提出了基于技术一致性评估、战略一致性评估和关系一致性评估的三阶段协同创新合作伙伴选择理论。
在通过价值网联盟进行的协同产品创新中,选择合适的合作伙伴对于联盟的成功非常重要。从建立合作伙伴选择理论的研究目的出发,本文挑选了8家企业的高级管理人员进行了深度访谈,这8家企业中包括了电信运营商、终端制造商、内容(服务)提供商(CP/SP)、网络设备制造商、以及互联网企业,采用案例研究和叙事分析的方法,提出了协同产品创新合作伙伴选择的三阶段流程理论,即通过对潜在的合作伙伴进行技术一致性评估、战略一致性评估和关系一致性评估来最终确定能够产生最大协同效应的合作伙伴。
5.系统性归纳总结了协同产品创新的8大关键影响因素,并提出了这些关键影响因素的作用机理假设,首次应用电信运营产业的数据对这些假设进行了实证检验。
在文献综述的基础上,分别梳理、总结了战略联盟成败的原因、新产品开发活动成败的原因,在此基础上系统性地提出了协同产品创新的8大关键影响因素:信任、沟通、协调、环境不确定性、联盟类型(竞争者联盟与非竞争者联盟)、创新类型(突破性创新与渐进性创新)、联盟结构(实力均衡型联盟与实力非均衡型联盟)、管理控制机制。本文还进一步提出了这些关键影响因素的作用机理假设,提出了这些关键影响因素的测量指标并据此设计了调查问卷,在小规模预调查的基础上改进了调查问卷,在对300家价值网内企业的问卷调查中,回收了145份有效问卷。基于问卷调查所获取的数据,运用相关的数理统计方法和SPSS软件对关键影响因素的作用机理假设进行了实证检验,结果表明,大部分假设都得到了支持。
Convergence and transformation, are currently the hot topics of the telecom industry. The rapid advancement of information and communication technologies enables the gradual convergence of telecom industry, the Internet industry, the media industry, the entertainment industry. The simple linear value chain of telecom industry is evolving into a complex ecosystem of TIME(Telecom, Internet, Media, and Entertainment). Recently, a new round of restructuring of telecom operators has opened the prelude in China, and China telecom market is now completely open to foreign investors, and these events will make the domestic telecom market more competitive.
To telecom operators, product innovation is not only the source of competitive advantages, but also an inexhaustible motive force for growth. After transforming, as integrated information service providers, telecom operators will provide subscribers with convergent telecom information products which contains goods, services and information contents. As its ingredients are complex , the innovation process of telecom information product involves a number of roles in the value network, so it's a complex and systematic collaborative project. For the reasons above, the research on collaborative product innovation of telecom operators base on value network has both theoretical significance and practical significance.
This dissertation adopts theories of value network, strategic alliance and innovation as theoretical basis, employs literature review, differential games, case study and survey research as research methods, and investigates five subjects as follows: (a) analyzing the necessity and motive force for telecom operators to emphasize product innovation; (b) the definition, attributes and framework model of telecom information product; (c) value network of telecom operators taking telecom information product innovation as its core; (d) selection process of partners with maximum potential to successful collaborative product innovation; (e) key influencing factors and their action mechanism to effective collaborative product innovation.
The main conclusions and innovation points of this dissertation can be summarized into following 6 aspects:
1. It has built a simultaneous differential game model explaining the product innovation of telecom operators, and worked out the solution of open-loop Nash equilibrium.
At present, telecom operators are at the transition and transformation phase from market oriented operation towards service-and-product oriented operation, during which continuous product innovation has become the core competitive strategy of telecom operators. In this dissertation we assume that two competing telecom operators competes through adjusting the product innovation level and resource invested in innovation efforts, and they take profit maximization as their objective function. A simultaneous differential game model is built upon the above assumptions, and its open-loop Nash equilibrium solution is given. Through discussing the open-loop Nash equilibrium, we conclude: (a) The competing telecom operators increase the rate of investment in product innovation with time; (b) In a continuous innovation context, the equilibrium strategy for the competing telecom operators is to increase revenue by increasing product innovation level at a faster rate with time.
2. The definition, attributes and conceptual structure model of telecom information product is presented, referring telecom information product to be an integrated compound of telecom service, information content and commercial element.
Nowadays, telecom information product is a relatively new research area, there is little common consensus on its definition and structure. In the dissertation, telecom product is defined as follows: Telecom information product is what a telecom operator offers under a brand to satisfy communication and information needs of specific segmented customers. Telecom product is based on telecom service, attaching tariff, information content/application, channel, customer service and supplementary resource. A structure framework of telecom information product is then put forth.
3. The conceptual model of value network for collaborative product innovation of telecom operators is proposed, and the complexity of value network is also then defined.
Roles involving in the product innovation efforts and their relationships are studied based on the concept and structure of telecom information product, and then the model of value network for collaborative product innovation is proposed, which contains five value chains: device value chain, network value chain, infrastructure value chain, application value chain, content value chain. The complexity of value network is presented according to Shannon's calculation of entropy in information theory.
4. A 3-phase partner selection process is proposed based on the assessments of technological alignment, strategic alignment, and relational alignment of potential partners.
In collaborative product innovation efforts, it's very important for the success of collaboration to select an appropriate partner. In the dissertation, we conducted in-depth interviews to the executives and managers from 8 companies including telecom operators, device manufacturers, content(service) providers, network equipment manufacturers, and Internet companies. Through case study and narrative analysis, the 3-stage partner selection process theory is proposed.
5. 8 key influencing factors for collaborative product innovation are induced systematically, and their action mechanisms are hypothesized base on literature review. Then these hypotheses are validated using data collected through survey from companies in telecom value network.
Factors influencing the success and failure of strategic alliances and new product development efforts are induced to identify the 8 key influencing factors for collaborative product innovation: trust, communication, coordination, environmental uncertainty, alliance type(competitor alliance or non-competitor alliance), innovation type(radical innovation or incremental innovation), alliance structure(power equal alliance or power unequal alliance), control mechanism. The action mechanism of these 8 factors are hypothesized. To validate these hypotheses, measurements and survey items for these factors are designed. To increase the accuracy of measurement, a pilot test was conducted, and according to the result, necessary modifications were made to the survey questionnaire. Finally, we conducted the survey to 300 companies, and 145 valid questionnaires are collected, hypotheses are validated using the survey result. The result shows that most of the hypotheses are supported.
引文
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