数字化背景下初创企业如何实现颠覆性创新：动态营销能力视角

摘要/Abstract

摘要： 新一代信息技术为颠覆性创新带来了新契机，在激烈竞争情境下，初创企业可以通过颠覆性创新获取主流市场，实现跨越式赶超。本文对初创企业梯影传媒展开纵向案例研究，探讨梯影传媒通过数字资源赋能动态营销能力，进而实现颠覆性创新的演化过程及其内在机制。研究发现：第一，相较于传统颠覆性创新，数字化背景下，初创企业颠覆性创新在创新动力、创新过程和创新结果三方面具有引领性、共享性和跨越性特征，是传统颠覆性创新的进阶延伸；第二，初创企业利用数字资源赋能动态营销能力，并衍生出“数据吸收-数据协同-数据转化”三位一体的数字化动态营销能力，通过内部能力与外部需求的动态适配，推动企业持续颠覆性创新；第三，初创企业利用数字资源打造出技术链、商业平台和价值生态，推动企业指数级增长并引领行业数字化跃迁，实现全方位颠覆性创新。本文构建了数字化背景下初创企业实现颠覆性创新的动态过程模型，不仅突破了传统创新理论在数字经济时代的局限性，也对初创企业抓住数字变革机遇进行转型升级和后发赶超、实现“数字中国”的战略目标具有重要实践价值。

关键词: 颠覆性创新, 动态营销能力, 初创企业, 数字经济, 后发赶超

Abstract: The new generation of information technology has brought new opportunities for disruptive innovation. In the fiercely competitive market scenario, startups can gain mainstream market share and achieve rapid advancement through disruptive innovation. This paper conducts a vertical case study on Tiying Media, a startup company, to explore the evolutionary process and underlying mechanisms of disruptive innovation achieved through dynamic marketing capabilities empowered by digitalization. The findings are as follows. Firstly, compared to traditional disruptive innovation, in the context of digitalization, disruptive innovation in startups has leading, sharing, and leapfrogging characteristics in terms of innovation motivation, innovation process, and innovation results, and is an advanced extension of traditional disruptive innovation. Secondly, startups utilize digital resources to empower dynamic marketing capabilities, forming an integrated framework of “data absorption - data collaboration - data transformation”. Through the dynamic alignment of internal capabilities and external demands, startups drive continuous disruptive innovation. Thirdly, startups leverage digital resources to establish technological chains, business platforms, and value ecosystems, facilitating exponential growth and leading the digital transformation of the whole industry, thus achieving comprehensive and multidimensional disruptive innovation. This paper constructs a dynamic process model for achieving disruptive innovation in startups within a digital context. It not only addresses the limitations of traditional innovation theories in the era of the digital economy but also holds significant practical value for startups in seizing opportunities for digital transformation and upgrading, thereby facilitating latecomer advantages and contributing to the strategic goal of realizing “Digital China”.

Key words: disruptive innovation, dynamic marketing capabilities, startups, digital economy, catch-up

吴春林, 赵恬悦, 曹鑫, 欧阳桃花. 数字化背景下初创企业如何实现颠覆性创新：动态营销能力视角[J]. 管理评论, 2025, 37(1): 273-288.

Wu Chunlin, Zhao Tianyue, Cao Xin, Ouyang Taohua. How Startups Achieve Disruptive Innovation in the Digitalization Era: Dynamic Marketing Capability Perspective[J]. Management Review, 2025, 37(1): 273-288.

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