海外情境下本土后发企业颠覆性创新演化路径研究——价值创新视角

近年来，我国后发企业在海外市场面临着政策限制、市场挤压和技术竞争等挑战。颠覆性创新作为管理实践中重要的创新理论与分析工具，价值创新为进一步探索颠覆性创新技术演化与市场侵入提供了新的着眼点，从而为海外情境下后发企业突围提供了重要理论支持。基于颠覆性创新和价值创新相关理论研究，采用扎根理论并借助NVivo12对一加手机案例进行自下而上编码，归纳其演化路径。结果发现：本土后发企业在海外市场的颠覆性创新演化模型主要由4个主范畴构成，其中异质性需求定位是颠覆性创新价值主张的前提，用户中心化技术创新是价值创造的源泉，融入文化的商业化创新是价值传递的手段，市场侵蚀是价值实现的终端。结论可拓展颠覆性创新理论情境，对本土后发企业开拓海外市场具有实践价值。

The Evolutionary Path of Disruptive Innovation of Local Latecomer Enterprises in Overseas Context: From the Value Innovation Perspective

In recent years,some of China's latecomer enterprises have devoted themselves to the overseas markets. The 14th FiveYear Plan of the People's Republic of China also clearly states that we should "promote Chinese products,services,technologies,brands and standards to go global,support enterprises to integrate into the global industrial chain and supply chain,and improve transnational business capabilities and levels". However,transnational operations are also facing many tests. The differences in culture,overseas market channels and user characteristics make it difficult for overseas enterprises to get close to the mainstream market. Since 2018,there has been another obstacle that the United States adopts containment policy against overseas operations of China's hightech enterprises . Therefore,it is of great significance to explore how local latecomer enterprises can gain a foothold in overseas markets and realize leapfrogging development.#br#For the overseas expansion path oflatecomer enterprises,scholars mainly used to adopt the Uppsal model,the LinkageLeverageLearning model and the springboard theory. The disruptive innovation theory covers key innovation elements such as technology,organisation and market. Its essence is a process of breakthrough from nonmainstream market to mainstream market,which is consistent with the process of lowend to mainstream impact of latercomer enterprises in overseas markets. In addition,in the past,relevant literature mainly focused on the disruptive innovation evolution path in the domestic market with typical cases of Xiaomi,Huawei,Geely,Haier,Didi,etc,and little attention has been paid to the evolution path of enterprises in overseas markets.#br#Accordingly,this article adopts disruptive innovation theory and focuses on value innovation. It conducts a case study on the development of OnePlus mobile phones in overseas markets,adopts root theory and uses NVivo12 software to carry out open coding,spindle coding and selective coding of case data from bottom to up. After analysis and summary,88 labels,15 initial categories and 4 main categories are obtained. The disruptive innovation evolution model of local latecomer enterprises in overseas situations is constructed and explained. The model mainly includes four parts: heterogeneous demand positioning,usercentred technological innovation,culturally integrated commercial innovation and market erosion. Among them,heterogeneous demand positioning is the premise of the value proposition of disruptive innovation,usercentred technological innovation is the source of value creation,commercial innovation integrated into culture is the means of value transmission,and market erosion is the terminal of value realisation. Finally,the case of innovation in Dajiang in the UAV industry is further verified and the external validity of the model is improved. #br#This article not only provides a reference for the practice of manylatecomer enterprises to explore overseas markets,but also makes certain theoretical contributions. The main practical enlightenment includes three aspects.First of all,in terms of specific market path selection,if the latecomer enterprise has the strength of technological innovation and certain overseas market experience,it can consider the preferred overseas market,especially the European and American markets. Because the maturity of overseas markets can endorse product quality. For example,Cloud Whale Intelligent,established in 2016,returned to the domestic market after being recognised in the overseas market. In the first half of 2021,its market share reached 9.49%,ranking third in the domestic sweeping robot industry. Secondly,in the process of innovation,local latecomers should first identify market characteristics and accurately target users and product positioning. Then in technological innovation,they should focus on original technological innovation,take into account technological integration innovation,digestion,absorption and reinnovation. At the same time,they should root in the community,interact with users for development. We should adhere to the first nature of products and create value for users. Finally,in terms of commercialization,we should strengthen cultural communication,appropriately increase the proportion of local employees,and lay out channel publicity methods according to the local market background,so as to gradually realize the erosion or subversion of the mainstream market. The theoretical contribution of this article is reflected in three points. Firstly,this article explains the special phenomenon of market expansion,introduces new situational factors in the study of existing disruptive innovation evolution paths,and expands the application boundary of disruptive innovation theory. Secondly,this paper introduces a new theoretical perspective for the study of the evolution path of later enterprises in overseas markets. Thirdly,this article does not divide the unified enterprise development process into certain stages,but adopts a holistic perspective.#br#