大数据合作资产的多元创新模式

互联网时代数据成为第五大生产要素,大数据合作资产成为解码数字经济创新逻辑的新型资产。本文采用扎根理论与网络志相结合的研究方法,以影响者营销这一新型营销模式为研究对象,从技术实践论视角探讨消费者主导型大数据合作资产创新的一阶效应与二阶效应。在此基础上,提出大数据合作资产的多元组合创新模式,即突变性创新、适应性创新和复制性创新的多元组合,剖析了多元创新模式中的长期与短期、回报与风险、合作与竞争等问题。研究结论扩展和深化了既有大数据合作资产适应性创新理论,对企业大数据合作资产创新实践具有启示意义。

Multi-innovation Mode for Big Data-based Cooperative Assets

In the Internet era,when data has become the fifth factor of production,Big Data-based cooperative asset innovation becomes a new asset to decode the logic of the digital economy innovation.Using grounded theory and Netnography,and selecting influencer marketing,a new marketing mode,as the research object,this study explores the mechanism of first-order effect and second-order effect of consumer-led big data cooperative asset innovation from the perspective of practice lens for technology.It then puts forward the multi-innovation mode for Big Data-based cooperative assets innovation,which is the scientific combination of mutant innovation,adaptive innovation and replicative innovation.Moreover,it examines the dilemmas of Big Data-based cooperative assets,such as long term vs.short term,return vs.risk,and coordination vs.competition.The conclusion of the study expands and deepens the current adaptive innovation theory of Big Data-based cooperative assets,and has enlightenment significance to industry practice.