社交电商平台颠覆性创新的触发机制研究——基于拼多多的案例研究

以社交电商平台拼多多为研究对象，开展探索性单案例研究，将其颠覆性创新分为切入下沉市场、侵蚀主流市场两阶段，分析其通过技术创新和商业模式创新匹配共演实现颠覆性创新的路径，在已有研究基础上，构建颠覆性创新触发机制模型。结果表明：第一，在颠覆性创新过程中，技术创新和商业模式创新是匹配共演的，二者在匹配共演下形成螺旋上升的循环链。第二，颠覆性创新要分阶段实现，其触发机制包括前置条件、突破口及驱动因素；在不同阶段，技术创新和商业模式创新分别作为前置条件和突破口，内外部环境作为驱动因素。第三，在颠覆性创新过程中，企业必须充分考虑内外部环境的驱动作用，注重内部技术创新能力、企业战略及外部市场竞争、市场需要。

Research on the Triggering Mechanism of Disruptive Innovation of Social E-commerce Platform:A case study based on Pinduoduo

Taking Pinduoduo, a social e-commerce platform, as the research object, an exploratory single case study is carried out. Its disruptive innovation is divided into two stages: entry into the sinking market and erosion of the mainstream market. The path of disruptive innovation through matching and co-evolution of technological innovation and business model innovation is analyzed. Based on the existing research,the triggering mechanism model of disruptive innovation was constructed . The results show that: first, in the process of disruptive innovation, technological innovation and business model innovation are matched and co-performed. They form a spiral chain under the matching and co-performance.Second, disruptive innovation should be realized in stages. Its triggering mechanism includes preconditions, breakthrough and driving factors. At different stages, technological innovation and business model innovation are the preconditions and breakthroughs respectively. The internal and external environment is the driving factor. Third, in the process of disruptive innovation, enterprises must fully consider the driving role of internal and external environment. On the one hand, it is necessary to pay attention to internal technological innovation ability and enterprise strategy. On the other hand, external market competition and market demand also need to be paid attention to.