网络时代公司战略创新研究——基于整体与局部价值网模型以苹果、微软为例 摘 要：近年来，全球化的进程不断加速，在科学技术日新月异、生产能力不断升级、消费结构不停变换的大背景下，各大企业迎来了新的发展契机。但在其发展过程中也面临着许多的挑战，由此便产生了新的问题：企业如何在日趋复杂的网络竞争环境中保持竞争优势及如何使企业在不断变换的网络环境中生存。因此，本文将价值网理论为研究核心，通过价值网诞生的缘由以及价值网特征和相关理论引出网络经济下的企业竞争，再以苹果和微软公司基于价值网模型所进行的竞争战略来对比分析，得出以下两个结论：（1）通过价值网模型来提升企业自身的竞争力，从而建立竞争优势；（2）价值网的动态性能够使企业能适应多变的环境。由此更加深入的了解到价值网模式在越来越开放的世界环境中所起的作用，提升企业自身实力并使企业在不断变化的环境中保持竞争优势。关键词: 网络时代；竞争战略；价值网Study on corporate strategic innovation in the network era ：two cases of Apple and Microsoft based on global and local value network modelAbstract：In recent years, the process of globalization has been accelerating. Under the background of the rapid development of science and technology, the upgrading of production capacity and the changing of consumption structure, the major enterprises have met with new opportunities for development. However, in the process of its development, it also faces many challenges, which leads to new problems: How to maintain the competitive advantage in the increasingly complex network competition environment and how to make enterprises survive in the constantly changing network environment. Therefore, this paper takes the value network theory as the research core, and leads the enterprise competition under the network economy through the origin of the value network as well as the value network characteristic and the related theory, by comparing and analyzing the competitive strategy of apple and Micros...
