成长品：数据驱动的企业与用户互动创新案例研究

现有产品创新理论聚焦于成品及其迭代,但大数据和人工智能等数字技术为产品形态的根本性变革提供了条件和可能。本文基于一家智能化广告公司的案例,提出一种新的产品形态--"成长品"的概念,主要回答3个问题:什么是成长品?成长品是如何成长的?成长品的创新逻辑是什么?研究获得以下结论:(1)成长品具有发展方向难以预测、即时反馈和即时调整3个主要特性;(2)成长品由要素解构与重组、成长性验证和多样化匹配3个关键过程形成,数据交互和智能算法构成其成长的重要条件;(3)成长品的创新主要基于生物演化的适应逻辑,即随用户需求的偏好差异和动态变化而实时调整,持续适应用户的需求。据此,本文提出一种数字经济时代新的产品形态二分法--成品与成长品,构建数据驱动的企业与用户互动创新的成长品三阶段成长模型,提出与现有企业与用户互动创新的决策逻辑和创生逻辑不同的第三种创新逻辑,即适应逻辑而形成理论创新。研究结论对数字经济时代的企业产品创新实践具有启示价值。

Evolving Product:A Case Study of Data-Driven Enterprise and User-Interactive Innovation

Existing product innovation theories mainly focus on the finished product and its iterations,while digital technolo­gies such as big data and artificial intelligence may provide possibility for the fundamental changes of product forms.Based on the case of an intelligent advertising company,this paper proposes a new concept of product form,the devel­oping product,aiming to elucidate three questions:What is evolving product?How does it grow?What is the innova­tion logic of the developing product?Three conclusions were drawn as shown below:(1)Developing product is unpre­dictable and able to provide immediate feedback and instant adjustment;(2)Evolving product is formed by three key processes:factor deconstruction and reorganization,developing validation,and diversification matching,with data inter­action and intelligent algorithm being the key conditions;(3)The innovation mechanism of evolving product is based on the adaptive logic of biological evolution,that making real-time adjustments according to users'preference diversi­ty and dynamic requirement changes so as to continuously suit users'need.Finally,this study raises a new dichotomy of product form in the digital economy era,i.e.finished product and developing product,followed by building a three-stage growth model of developing product involving data-driven enterprise-user interactive innovation.A third innova­tion logic,the adaptive logic,is put forward,which is different from the decision-making logic and generativity logic­in the present enterprise—user interactive innovation.In conclusion,this study may provide helpful guidelines in the applications of enterprise product innovation in the era of digital economy.