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| How Scenario-based Chain Empowers the Ecological Innovation of Manufacturing Business Models from the Perspective of the Evolution of the Dominant Logic of "Customers-Goods-Scenarios" : A Case Study of Foton |
| Wang Fu1,2,3,He Jiahua1,Liu Junhua1,2,Chang Qing1 |
| (1.School of Economics and Management,Inner Mongolia University of Technology,Hohhot 010051,China ;2.Inner Mongolia Modern Logistics and Supply Chain Management Research Center ,Hohhot 010051,China;3.Inner Mongolia Internet Economy Research Center, Hohhot 010051,China) |
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Abstract With the improvement of Chinese income levels and the rise of the Generation-Z consumer group, users have gradually changed from "conformity consumption" to "personality consumption" and then to "experience consumption". Especially with the gradual embedding of scenario elements in the manufacturing industry, the automotive industry extends the supply chain forward to form a scenario-based chain of "car manufacturing—car buying—car using—car-replacing" . A scenario-based chain can not only realize the deep interaction between the supply chain and customers, provide customers with full-cycle, full-touch and full-scene services, but also enable users to reverse customization along the industrial chain and trigger a user immersion experience through scenario-based marketing. The present literature on scenario-based innovation in domestic manufacturing mainly focuses on five aspects: digital innovation, scenario-based chain innovation, consumer- expectation-driven innovation, multi-level driven innovation, and value co creation innovation. How to superimpose the scenario nodes and the manufacturing supply chain to meet the users' consumption demands, adjust to the users' consumption habits, cater to the users' consumption preferences, and make the manufacturing scenario chain move to both ends of the high value-added global value chain has become a hot issue on the academic frontier.#br#Therefore, this paper takes Foton as a study case, conducts a case study with programmed grounded analysis, and empowers the ecological innovation of the business model through the establishment of the scene chain of "car manufacturing (manufacturing)—car buying (selling) — car using (using)—car maintaining (maintaining) —car replacing (recycling)". In order to ensure the reliability and validity of the study, multiple methods are adopted to collect case enterprise data, including semi-structured interviews, on-site observation visits, and second-hand information collection from WIND database,the WeChat official account databases of Foton Auto, etc. The results indicated that, first, the value proposition focuses on product function values. Enterprises utilize supply chain information sharing to enable ecological innovation of business models through standardized configurations of scenarios, which is reflected as the dynamic capability from "perception ability to integration ability". Second, the value proposition focuses on service utility values. Enterprises utilize supply chain data mining to enable ecological innovation of business models through contextual personalized configuration of scenarios, which is reflected in the dynamic capability of "perception ability—integration ability—learning ability". Third, the value proposition focuses on the scenario experience values. Enterprises utilize the digital transformation of the supply chain to enable the ecological innovation of the business model through the scenarized dual path configuration, which is reflected as the dynamic ability of "perception ability—integration ability—learning ability—innovation ability". In conclusion, Foton realizes the three-dimensional value creation of "product function—service utility—scenario experience" through selective scenarized configurations based on supply chain information sharing, data mining and digital transformation, thus enabling ecological innovation of manufacturing business model. Then the dynamic value creation capability of the "scenario node —scenario node cluster —scenario chain" of "sar building (manufacturing) —car buying (selling) —car using (using) —car maintaining (maintaining) —car replacing(recycling)" is revealed, and the resilience of the supply chain is therefrom strengthened.#br#By building a scenario-based chain to organically link the supply chain with the business model, this paper discusses how the scenario-based chain empowers the ecological innovation of the manufacturing business model from the perspective of the evolution of the dominant logic of " customers-goods-scenes ". At the same time, it is pointed out that in the era of scenarios, in order to better meet the diversified and personalized consumption expectations and needs of users, enterprises should actively mix products and services with real-life scenarios, make innovation of the business model of the extended backward service market through "information sharing-data mining-digital transformation", and integrate products, users and scenarios with the help of "supply chain—value chain—scenario—based chain ", so as to promote the upward development of the smile curve of the automobile industry, and empower the ecological innovation of the manufacturing business model through the creation of added value.#br#
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Received: 21 May 2023
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