生而全球化:基于海外用户洞察的数字产品开发机制研究  

The Born Global:Research on Digital Product Development Mechanism Based on Overseas User Insight

作　　者：许晖[1] 孙懿 周琪 许晖[2] XU Hui;SUN Yi;ZHOU Qi;XU Hui(Nankai University,Tianjin,China;Shanghai Maritime University,ShangHai,China)

机构地区：[1]南开大学商学院 [2]上海海事大学经济管理学院

出　　处：《管理学报》2023年第5期655-666,724,共13页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71972110,72272082);南开大学文科发展基金资助重点项目(ZB21BZ0107)。

摘　　要：通过选取抖音集团旗下的数字产品“TikTok”和米哈游公司旗下的数字产品“Genshin”的开发过程进行双案例对比分析,以海外用户洞察作为分析的逻辑起点,探讨数字产品的开发机制。研究结果发现:企业可以从内容层面、互动层面和关系层面来理解数字产品的海外用户特征。用户特征的差异化表现形成用户驱动型和设计师驱动型两种数字产品开发机制,前一种开发机制具体表现为探索式产品设计、适应式人机沟通和参与式内容扩散,后一种开发机制则具体展现为开发式产品设计、主导式人机沟通和启发式内容扩散。不同驱动类型的两类数字产品开发过程分别遵循开放式和半开放式的创新逻辑,前者通过赋权普通用户使其成为企业共同开发者,实现连续性产品创新的开发过程;后者则将用户数据视为开发资源使其融入设计师主导的开发任务中,实现间断性产品创新的开发过程。By selecting the development process of the digital product“TikTok”under Bytedance and the digital product“Genshin”under Mihayou for a comparative analysis of two cases,and taking the insight of overseas users as the logical starting point of analysis,this study discusses the development mechanism of digital products.The results show that,enterprises can understand the characteristics of overseas users of digital products from the perspectives of content,interaction,and relationships.Secondly,the differentiation of user characteristics forms two types of digital product development mechanisms:user driven and designer driven.User driven development mechanisms are specifically manifested as exploratory product design,adaptive human-machine communication,and participatory content diffusion.The designer driven development mechanism is specifically manifested as developmental product design,dominant human-machine communication,and heuristic content diffusion.Thirdly,the development process of two types of digital products with different driving types follows open and semi open innovation logic.The former empowers ordinary users to become co-developers of enterprises,achieving continuous product innovation in the development process,while the latter integrates user data as development resources and integrates it into designer led development tasks,achieving intermittent product innovation in the development process.

关 键 词：海外用户洞察 数字产品开发 用户驱动 设计师驱动 

分 类 号：C93[经济管理—管理学]