花开并蒂:人与AI协同的场景化产品开发机会识别案例研究  

Flowers Bloom Together:A Case Study of Scenario-based Product Development Opportunity Identification for Human-AI Collaboration

作　　者：邹波 杨晓龙 唐倩 吴瑶[1] Zou Bo;Yang Xiaolong;Tang Qian;Wu Yao(School of Business,Sun Yat-Sen University)

机构地区：[1]中山大学管理学院

出　　处：《南开管理评论》2024年第1期51-63,I0009,I0010,共15页Nankai Business Review

基　　金：国家自然科学基金项目(72272160,72172163);广东省自然科学基金项目(2022A1515011025)资助。

摘　　要：在数字经济背景下,如何有效识别出满足用户个性化场景需求的产品开发机会,既是理论前沿问题,也是实践难题。本研究以美的集团利用AI协同开发生活电器产品为例,回答两个问题:人与AI协同识别场景化产品开发机会的过程机制是什么?这一过程机制反映的机会识别逻辑是什么?本研究发现:(1)人与AI协同的场景化产品开发机会识别过程由全场景机会洞察、焦点场景机会发现和个性化场景机会创造三个阶段构成;(2)与以人为单一主体的机会识别逻辑不同,人与AI协同的场景化产品开发机会识别是协同互补逻辑。该逻辑通过经验与数据的动态交互与持续验证,既规避了仅凭经验判断的草率创新,也克服了仅由数据决策的欠完备。据此,本研究构建了人与AI协同的场景化产品开发机会识别模型,并提出数字经济时代人与AI协同的场景化产品开发机会识别的协同互补逻辑,形成理论创新。同时,本文结论对数字经济时代企业高效识别产品开发机会具有启示价值。In the era of digital economy,user demand is increasingly showing the characteristic trend of diversification,personalization and scenarioization,while the traditional product development opportunity identification method regards users as abstract individuals,ignores the impact of the user’s scenario and its changes on the demand,and fails to adapt well to the user demand in the era of digital economy,which brings huge challenges to enterprise product innovation.The development of digital technology has improved the datability of user scenario behavior,enabling it to be more convenient and low-cost acquisition and utilization,providing an important condition for enterprises to gain insight into users’scenario needs and dynamic changes in specific time,space and jobs to be done.Accurate insight into user needs based on the scenario and identification of new product development opportunities have become an effective path to respond to the diversification and individuation of user needs.However,personalized scenarios give birth to massive user data,and enterprises need to comprehensively obtain and analyze user information,but also need to have a deep understanding of user information.How to use data to identify product development opportunities that meet personalized user needs in different scenarios is not only a theoretical frontier issue but also a practical challenge.This study takes Midea’s use of AI collaboration to develop household appliances as an example to answer two questions:How do humans and AI collaborate to identify scenario-based product development opportunities?What is the opportunity identification logic reflected by this process mechanism?The research shows that:(1)The collaborative scenario opportunity identification process between humans and AI consists of three stages,namely,comprehensive scenario opportunity insight,focused scenario opportunity discovery,and personalized scenario opportunity creation.In the first stage,the opportunity identification mechanisms is the scenario knowled

关 键 词：场景化机会识别 人与AI协同 协同互补逻辑 案例研究 

分 类 号：TP3[自动化与计算机技术—计算机科学与技术]