大数据技术驱动企业管理创新的研究——以某国内汽车品牌企业的实践为例

Research on the Innovation of Big Data-Driven Corporate Management Innovation——Taking the practice of a domestic automobile enterprise as an example

随着数字经济的蓬勃发展,大数据技术成为企业服务创新、获得新竞争优势的重要工具。为了探明大数据技术对企业绩效提升的作用路径,本文选取三家特征相似公司的直销人员为研究对象,运用田野实验研究方法,获取不同业务流程和数字化水平的样本企业,以网络销售线索到店率和成交率衡量大数据技术对企业管理创新和绩效的影响。研究表明:企业通过大数据模型重构直销人员的工作流程与工作内容,为直销人员开展短期学习培训,增强企业人力资源管理与大数据驱动的协同效应,有助于实现企业绩效的显著提升。

With the vigorous development of the digital economy,the big data technology has become an important means for enterprises to innovate in services and gain new competitive advantages.In order to explore the role of the big data technology in improving corporate performance,this paper selects direct sellers from three companies with similar characteristics as the objects.It utilizes field experiment to obtain sample companies with different business processes and at different digital levels,and makes use of online sales-based arrival rate and transaction rate to measure the influence of big data technology on corporate management innovation and performance.Research shows that with the help of big data models,companies can reconstruct the work process and contents of direct sellers,carry out short-term training for direct sellers,and enhance the synergy between corporate human resource management and big data driving,which help achieve a significant leap in corporate performance.