数字化赋能敏捷产品创新的过程与作用机制——基于元气森林的探索性案例分析  

Process and Mechanism of Digital Empowerment for Agile Product Innovation—An Exploratory Case Analysis of Chi Forest

作　　者：胡曦 彭正银[1] 吴晓娟[1] HU Xi;PENG Zhengyin;WU Xiaojuan(Tianjin University of Finance and Economics,Tianjin 300221,China)

机构地区：[1]天津财经大学,天津300221

出　　处：《北京工商大学学报（社会科学版）》2024年第6期96-110,共15页JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES

基　　金：国家社会科学基金重大项目“平台企业治理研究”(21&ZD135)。

摘　　要：数字化情境下,新消费企业的产品创新呈现数据驱动、快速试错、快速迭代的特点。选取元气森林作为案例研究对象,解析了新消费企业敏捷产品创新的过程以及数字化赋能的作用机制。研究发现:新消费企业的产品创新始于对用户需求与市场机会的敏锐洞察,通过差异化的定位匹配高速增长的细分市场来实现创新突破;进一步通过数据驱动的产品研发与测试方法进行快速试错,在真实市场中验证和筛选出有潜力的“爆款”产品,并借助新媒体进行数字化营销,放大品牌势能。数字化赋能的作用机制体现为:在产品规划阶段,通过认知赋能来提升组织的数智洞察能力,实现对市场机会的敏捷感知与产品开发方向的精准定位;在研发测试阶段,通过流程赋能来提升组织的数智协作能力,优化业务流程、提升研发效率;在市场投放阶段,通过运营赋能来提升组织的数智决策能力,实现对营销的敏捷响应。因此,新消费企业应实施以经营业务为导向的数字化赋能策略,以增强产品创新及组织运营的敏捷性,从而更好地适应不断变化的市场环境。In the digital context,product innovation in new consumption enterprises is characterized by data-driven approaches,rapid trial-and-error,and swift iteration.This paper employs Chi Forest as a case study to analyze the dynamics of agile product innovation within new consumption enterprises and the mechanisms of digital empowerment.The research indicates that product innovation in new consumption enterprises commences with a profound understanding of user needs and market opportunities,achieving breakthroughs through differentiated positioning tailored to high-growth niche markets.Furthermore,these enterprises employ data-driven methods for product research and development(R&D)and testing to facilitate rapid trial-and-error,thereby identifying and screening out promising blockbuster products within the actual market context,and leveraging new media strategies for digital marketing to enhance brand momentum.The mechanism of digital empowerment is articulated as follows:during the product planning phase,cognition enhances enterprises'digital insight capabilities,to facilitate agile perception of market opportunities and precise alignment of product development direction;during the R&D and testing phase,process empowerment bolsters enterprises'digital and intelligent collaboration capabilities,to optimize business processes and improve R&D efficiency;finally,during the marketing phase,operation strengthens enterprises'digital and intelligent decision-making capabilities,to enable agile responses to marketing.Consequently,new consumption enterprises should adopt business-oriented digital empowerment strategies to enhance both product innovation and organizational agility,thereby efficiently adapting to the dynamic market environment.

关 键 词：数字化赋能 新消费企业 敏捷产品创新 数据驱动 快速迭代 

分 类 号：F272[经济管理—企业管理]