数字化转型能降低企业对大客户的依赖吗？

摘要/Abstract

摘要： 高度依赖少数大客户会提高企业经营风险，降低企业绩效。那么，企业能否通过数字化转型来重塑企业与客户的关系，以降低对少数大客户的依赖呢？本研究利用文本挖掘技术构造了企业数字化转型指数，基于中国制造业上市企业数据的分析发现：数字化转型能提升企业感知客户需求、获取和维系客户以及为大范围和多样化客户提供产品和服务的能力，有助于拓宽客户基础，从而降低企业对少数大客户的依赖。数字化转型对大客户依赖度的影响与产品特征有关：产品标准化程度越低、创新程度和需求不确定性越高，数字化转型越有助于降低大客户依赖度。本研究从数字化转型视角揭示了企业大客户依赖度的成因，弥补了现有研究对大客户依赖度的前因研究不足的局限，对企业通过数字化转型降低大客户依赖度有实践启示。

关键词: 数字化转型, 客户关系, 客户依赖度, 产品特征

Abstract: Firms highly dependent on a few big customers are likely to face higher operating risk and weakening profitability. Then, can a firm reshape its relationship with big customers through digital transformation to reduce its dependence on big customers ultimately? This paper constructs an index of firm digital transformation using text mining technology. Based on the data of listed Chinese manufacturing firms, we find that digital transformation helps a firm to sense customers’ needs, seize and retain customers, and reduce the firm’s costs of providing products and services for more broad and more diversified customers, thus significantly reduces a firm’s dependence on a few big customers by broadening the firm’s customer base. The influence of digital transformation on a firm’s dependence on big customers is related to the firm’s product characteristics: the lower product standardization, the higher product innovation, and product demand uncertainty, the more helpful digital transformation will be in reducing the firm’s dependence on big customers. This study reveals the antecedents of a firm’s dependence on big customers from a new perspective of digital transformation, which not only complements current studies that pay little attention to the antecedents of a firm’s dependence on big customers, but also has important practical implications for firms to reduce their dependence on big customers through digital transformation.

Key words: digital transformation, customer relationship, dependence on customer, product characteristics

宋渊洋, 陈正一, 阎海峰. 数字化转型能降低企业对大客户的依赖吗？[J]. 管理评论, 2024, 36(2): 130-142.

Song Yuanyang, Chen Zhengyi, Yan Haifeng. Can Digital Transformation Reduce a Firm’s Dependence on Big Customers?[J]. Management Review, 2024, 36(2): 130-142.

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