产品架构与分销渠道的匹配机理探索：用友公司纵贯案例研究

摘要/Abstract

摘要： 产品架构与分销渠道是否匹配直接影响到产品创新的成败。本文的目的是探索产品架构与分销渠道的匹配机理及其模式。通过对用友公司进行纵贯案例研究，本文形成了产品架构复杂性与渠道能力间的任务式协同匹配机理，得到了探索式、增强式、利用式、自觉式四种动态调适性匹配模式，以及产品创新的实现路径。研究得到的匹配机理建立了产品架构与分销渠道的有机衔接，这不仅发展了产品架构创新的理论，而且为架构创新的有效实现提供了分析方法和策略。

关键词: 产品架构复杂性, 任务式协同, 匹配模式, 渠道能力

Abstract: The matching of product architecture and distribution channels directly affects the result of product innovation. This paper aims to explore how and in what modes product architecture matches distribution channels. By conducting a longitudinal case study of Yonyou Co. Ltd., this paper formulates a task-based-coordination matching mechanism between product architecture complexity and channel capabilities. Consequently, four dynamic adaptive matching modes are obtained, i.e., exploration, enhancement, exploitation and consciousness. Furthermore, a path to achieving the effectiveness of product innovation is found out. In sum, the matching mechanism establishes an organic link between product architecture and distribution channels, which not only enriches the theory of product architecture innovation, but also provides analytic methods and strategies for the effective implementation of the innovation.

Key words: product architecture complexity, task-based-coordination, matching mode, channel capabilities

夏梦圆, 顾元勋. 产品架构与分销渠道的匹配机理探索：用友公司纵贯案例研究[J]. 管理评论, 2022, 34(2): 336-352.

Xia Mengyuan, Gu Yuanxun. An Exploration into the Matching Mechanism between Product Architecture and Distribution Channels: A Longitudinal Case Study of the Yonyou[J]. Management Review, 2022, 34(2): 336-352.

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