摘要
作为数字产业化进程中的关键角色,数据服务商虽然规模较小,但可以通过提供定制化的解决方案赋能广泛的客户网络,实现“以小带大”的效果。本研究基于资源编排理论和协同演进理论,以“专精特新中小企业”的重庆锐云科技有限公司作为案例研究对象,探讨了数据服务商如何赋能包括供给侧、渠道侧和需求侧在内的客户网络。研究发现,该过程包括搭建数据网络、培育目标能力和驱动价值飞轮三个阶段,每一阶段都需要数据服务商和客户企业共同采取行动以突破资源约束、协调权益争议和巩固合作关系。本研究最终所形成的理论框架揭示了赋能主体和赋能对象如何基于资源行动和关系协同的相互配合,实现从“小企业”到“大网络”的赋能效果,推动了资源编排理论和协同演进理论在数字化情境下的发展。
Abstract
As pivotal players in the digital industrialization process, data service providers, often small in scale, can empower an extensive client network with customized data solutions, achieving a “small to large" effect. This paper, grounded in resource orchestration theory and co-evolution theory, takes Chongqing Ruiyun Technology Co., Ltd, a “specialized, refined, distinctive, and innovative SME,” as a case study to explore how data service providers empower a client network encompassing supply, channel, and demand sides. The study finds that this process involves three stages: constructing a data network, cultivating target capabilities, and driving a value flywheel. Each stage requires joint actions from data service providers and client enterprises to break through resource constraints, coordinate disputes over rights, and solidify cooperative relationships, thus completing the transformation of data resources into capabilities and fostering spontaneous data capability interactions. The theoretical framework developed in this paper reveals how the enablers and the enabled entities achieve the empowerment effect from “small enterprises” to “large networks” through the mutual cooperation of resource actions and relationship coordination, thus advancing the resource orchestration theory and co-evolution theory in the context of digitalization.
关键词
以小带大;数据服务商;客户网络;数据赋能;价值飞轮
Key words
small to large;data service providers;customer networks;data empowerment;value flywheel
钱丽萍,叶菲菲.
以小带大:数据服务商赋能客户网络的路径研究[J]. 营销科学学报. 2025, 5(3): 1-24
Qian Liping, Ye Feifei.
Small to Large: Research on the Path of Data Service Providers Empowering Customer Networks[J]. Journal of Marketing Science. 2025, 5(3): 1-24
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