Study On Transformation Strategy For The Whole Industry Chain Innovation

In order to effectively deal with uncertainty environment directional selection, firm also use the strategic concept which coordinates the relationship of enterprises’behavior and environmental adaptability. When the environment have taken great change that the enterprise or industry now facing, the enterprise or industry will propose the requirements for converting or changing the original strategic. Thus, The new strategic concept——based on the transformation of the strategic concept will become the necessary choice. The macro background for based on the transformation of the strategic concept is a low carbon economy and the turbulence for the after financial crisis, facing the opportunity is the new technology revolution and industrial upgrading, and also undergoing the challenge is energy conservation and emissions reduction, the rise of labor costs and so on.The logical relationship of this paper:firstly, we present the strategic concept based on the transformation of innovation and exploratory put forward fit principle, symbiotic principle in theory (chapter2), and also analyze a series of enterprise transformation behavior(chapter3) by fit principle, then build the model system for the transformation facilitated by innovation (chapter4). Secondly, the network of whole industrial chain’s innovation and its transformation strategy will be analyzed according to the principle of symbiosis (chapter5). Finally, this paper proposes the petrochemical industry transformation strategy for Changxing island and the innovation strategy for whole industry chain as the application of this study(chapter6).(1) Propose the strategic concept based on the transformationBoth at home and abroad, currently the strategic research mostly focus on resource-based view, based on the environment strategy and the strategy of capability-based. Above the three strategic concepts belong to a typical single strategic view, which always consider strategic issues from one of the resources, environmental, capability. This paper proposes the transformation of the strategic concept from the new perspective of the transformation promoted by innovation. The new strategic concept is not simply negative the previous strategic concept, but fully absorbs the past "single" strategic concept. The new strategic concept based on the transformation comprehensively considering the dynamic change for the resources, environmental (including the environmental of economic. society and the natural ecological), ability, organization and so on. This paper discusse the strategic concept based on the transformation from the mode of thinking for the transformation of strategy, expected transformation strategy, the business innovation model of strategy based on the transformation, reorientation of transformation strategy, a strategic of transformation strategy and so on.(2) Present the innovation, fit principle and establish the model system for the transformation promoted by innovationExploratory puts forward the transformation of fit principle among innovation capability, investment direction and market changes, and analyzes the transformation behavior for Nortel, Kodak, DOW, DuPont according to this principle. Due to the technical capability is greatly advanced the market demand, company—Nortel’s transformed is failure. Despite its R&D capability and products is not bad, the key factor is that the technology not enough integrate with market demand, or the choice of technology maybe not step on the market beat. This is attribute to typical ability-based strategy, only known their own technical ability, but known nothing about the market which is plunged or development important turn; Also, the major reason for Kodak bankrupt is consolidate the traditional product status by the innovation ability and error of investment, so miss the good opportunity on the transformation products. While DOW has made continuous successfully transformation by the proceed the innovation of lead-product, business restructure, adjusting the production capacity, dissolve the uncertain risk when its facing the market change; and also DuPont has introduced new transformation of products by combined the world’s leading fist technology with rapidly growing market opportunity.In this paper, we establish the groups of model for economic development promoted by innovation, in order to identify the input of science and technology, the investment of fixed assets, human capital, energy conservation and emission reduction, and other key indicators for the transformation promoted by innovation, according to the new theory of growth, the new system economics, energy economics and the theory of enterprise development strategy, taking the Sinopec company as an example. The model system of the transformation promoted by innovation including innovation-economic growth model, innovation-energy consumption model, innovation-pollutant emission model. According to these models, we forecast some key index of Sinopec for the change of economic development mode promoted by innovation in2015. This study shows that Sinopec will shift to a way of resource-conserving and environment-friendly intensive development by innovation, human capital, improve the quality of investment and so on.(3) Analyze the innovation network of whole industrial chain and its transformation strategy according to the principle of symbiosis The so-called symbiotic principle is that the symbiotic relationship among enterprises to share market interests and the cooperation labor of specialized division formed by taking some platform strategy and building a new industrial ecological environment conditions (including economic, social and natural environment), thus, on this basis to implement innovation in the whole industry chain, and realize the transformation and upgrading of industry. This paper analyzes four stages of the innovation process in the whole industry chain for Apple computer which lead the internationalization innovation network of the whole industrial chain:the design of transformational R&D platform, the innovation of key module, assembly process innovation and the marketing service innovation. Analyzing the ecological environmental of the mobile industry transformation strategy from the aspect of symbiotic relationships among the inter-enterprises and inter-consumers. Further more, this paper discusses the operation mechanism and type of the innovation in the whole industry chain among the internationalization network of organization structure in the international top enterprises, and discovers the reason of Apple which constantly obtain the new breakthrough for the innovation network in the whole industry chain by the method of social network analysis, in order to provide reference for enterprises’innovation, transformation and upgrade industries in China.(4) Put forward the petrochemical industry transformation strategy for Changxing island and its the innovation strategy for whole industry chainAs the application of above study, we analyze the strategic changed for the petrochemical industry, and prove the necessity to take the strategic of transformation for petrochemical industry in Changxing Island. This paper expounds the strategic transformation in firms’level:the structural of adjustment strategy, raw material diversity-resources open strategy, comprehensive innovation strategy; propose the transformation strategy in the level of industry ecological environment:constructing low carbon platform, integrated platform, intellectualized platform, international platform et al., and also discussing the construction strategy of the innovation network for the whole industry chain.