液态战略：数字经济环境下的中小企业竞争战略选择

Liquid Strategy: Competitive Strategy Choices of SMEs in Digital Economic Environment

摘要: 中小企业一直是市场竞争中的弱势群体，而数字技术提供了新的机会，一大批弱势群体因此具有了前所未有的竞争力，但它们中的很多企业未能延续这种状况。2020年以来的新冠疫情更使企业无所适从。中小企业迫切需要新的思想或方法论来指导自己的竞争战略选择，但是数字技术带来的新的竞争环境特征和竞争方式，使得传统的竞争战略理论难以为企业的生存和竞争提供有效指导。本文基于对数字环境竞争方式特征的分析，认为数字技术加剧了市场环境的不确定性，瞬时优势特征使得企业需要频繁切换或建构新的竞争优势，生态化的数字平台是最主体的竞争策略方向，“连接”构成了新的资源能力。依据动态能力理论和社交资本理论，本文提出了液态战略，中小企业可以通过选择加入不同的生态平台，构建自己的价值链网络系统，通过自我虚拟生态系统建构自己的商业生态，基于社会资本的社群机制创新商业模式，从而建构自己的动态能力和商业资本。

Abstract: SMEs (Small and Medium-sized Enterprises) have long been the Disadvantaged Group in competitive market, but digital technology provided new chances for them. Large population in this Disadvantaged Group gained huge competitiveness that has never had before, among which a large group of companies have failed to keep their ongoing competitiveness, and a large group of new companies have kept emerging in the midst of development of digital technology. It makes enterprise more disoriented since the outbreak of COVID-19 in 2020. SMEs urgently need new thought and methodology to guide their strategic competitive choices. But old and traditional competitive strategy theories face huge challenges, might not be able to provide useful guidance while encountering with new competitive environment and model brought by digital technology. Based on the analysis of competitive features in competitive environment, this paper said that ecological digital platform is the most important competitive strategic direction. The feature of instant advantage asks enterprises to change or build up new competitive advantage frequently, and “connection” becomes a new power of resources. Based on dynamic capability theory and social capital theory, this paper puts forward liquid strategy, by which SMEs can join in different ecological digital platforms to build up their own business system and network system of value chain, further to build up their own business ecological system by self-construal virtual ecosystem, eventually to build up their own dynamic capabilities and business capital.