构建共赢生态：“雷神”的生态布局
案例编号：
CN_2018ZLGL_9629
被浏览次数：
2532
案例名称：
构建共赢生态：“雷神”的生态布局
译名：
Establishing Win-win Ecosystem: Thunderobot’s Ecological Layout
案例作者：
王凤彬、张驰
作者单位：
中国人民大学商学院
译者：
Wang Fengbin, Zhang Chi
案例企业：
青岛雷神科技有限公司
行业：
传媒与文化产业
学科领域：
战略管理、创业与创新、其他
规模：
中小型
案例语种：
中文
案例类型：
决策型
中文关键词：
平台组织 小微创业 用户驱动 商业生态系统
英文关键词：
Platform Organization; Micro-enterprise; User-centered; Business Ecosystem
中文摘要：
雷神，诞生于海尔集团智能互联平台上的游戏本小微，成立不足三年，已成为中国游戏本市场的第一品牌。作为海尔平台成功孵化的第一个小微，雷神从创立开始就在“摸着石头过河”：小微企业所有权的配比，经营权的归属与行使，同海尔平台的磨合，雷神未来的战略走向……这些问题虽然在创业实践中逐渐得到解答，但创业团队仍有深深的担忧，毕竟，他们赖以起家的硬件产品太容易被模仿。雷神到底是专注深耕游戏笔记本市场，还是“换道超车”以形成成长的“第二曲线”？帮助雷神取得眼下辉煌的海尔平台化变革及构建生态系统的思路仍是未来的制胜法宝吗？
英文摘要：
Thunderobot, a micro-enterprise based on Intelligent Internet Platform of Haier Group, has become the first brand of China’s game notebook market after its birth less than three years ago. As the first micro-enterprise successfully incubated by Haier’s organizational platform, Thunderobot began its trial-and-error intrapreneuring process from the very beginning. All of the questions, such as the affiliation of ownership and rights of management, how to cooperate with Haier Group, the strategic direction of Thunderobot, got answered in the process of gaming with Haier and have been being amended along with Thunderobot’s development. During the past three years, it has interacted with more than tens of millions of users, created more than seven million fans, cooperated with Clevo to develop and manufacture its ordered products. JD provides pre-book and crowd-funding service for it. Even Haier’s CEO Ruimin Zhang advertises for Thunderobot and its products. Despite of the excellent situation, the intrapreneurial team worries a lot. How to maintain the dominant position as hardware is so easy to be copied? Perhaps, the continuing support of Haier platform and Thunderobot’s idea to establish an ecosystem can still shine in the future.
适用对象：
学术硕士、专业硕士、高管培训
编写方式：
采编
开发时间：
2017
入库时间：
2018
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