基于大数据的企业产品危机管理模式创新
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摘要
随着近年来企业危机事件的频发,如何更好地应对多变的市场和激烈的竞争成了企业商业模式创新的新挑战,危机管理涉及到企业的内外部组织管理、战略制定和盈利情况,跟企业的商业模式紧密相关。本文梳理了我国企业在危机管理中存在的挑战,并基于4Cs危机管理框架和设计科学范式,构建基于大数据的危机管理模式。本文以美国消费者产品安全协会2004-2014年发布的产品危机数据和自然语言处理中较热门的搜索数据为例,对大数据方法应用于危机管理进行了事件分析,并发现基于搜索的分析方法能够更好地对企业竞争环境中其他关联企业受到的危机影响进行预测和评估,相比较传统的行业代码竞争对手识别方法,用户搜索记录识别出的竞争对手有显著负面的平均累计股价异常收益,与传统方法找到的关联公司重叠的部分有更加负面的平均累计股价异常波动。通过数据结果,本文发现通过新的数据分析视角和方法尝试进行企业危机管理模式的创新,从而帮助企业实现自身以及其竞争环境的危机预警,以期为学界和业界提供一定启示。
Frequent occurrence of enterprise crisis events in recent years has forced business model innovation to find a solution on how to better cope with the changing market and fierce competition. Crisis management involves the internal and external organization management, strategic formulation and profitability of an enterprise, all of which are closely related to the business model of the enterprise. This paper tries to analyze the challenges of crisis management in the era of big data, and build a crisis management model based on the framework of 4 Cs crisis management and design science paradigm. Further, this paper adopts an associative search-based methodology, which more accurately identifies relevant firms through consumer perceptions, and examines the impacts of the recalls issued by CPSC during 2004-2014 on relevant firms. We find associative search-based method can predict different and more significant impact of the crisis on the abnormal stock returns of other relevant firms, comparing with traditional SIC method. The paper concludes with managerial implications for both academia and practitioners.
Frequent occurrence of enterprise crisis events in recent years has forced business model innovation to find a solution on how to better cope with the changing market and fierce competition. Crisis management involves the internal and external organization management, strategic formulation and profitability of an enterprise, all of which are closely related to the business model of the enterprise. This paper tries to analyze the challenges of crisis management in the era of big data, and build a crisis management model based on the framework of 4 Cs crisis management and design science paradigm. Further, this paper adopts an associative search-based methodology, which more accurately identifies relevant firms through consumer perceptions, and examines the impacts of the recalls issued by CPSC during 2004-2014 on relevant firms. We find associative search-based method can predict different and more significant impact of the crisis on the abnormal stock returns of other relevant firms, comparing with traditional SIC method. The paper concludes with managerial implications for both academia and practitioners.
引文
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[13] LiuY.,Shankar V.,Wonjoo Y.Crisis Management Strategies and the Long-Term Effects of Product Recalls on Firm Value[J].Journal of Marketing,2017,81(5):30-48
[2] 成思危.信息化与虚拟商务[J].管理评论,2014,26(7):3-8
[3] 郝雅立,温志强.共建共治共享:大数据支持下共享单车智能化治理路径[J].管理评论,2019,31(1):249-254
[4] 申振东,郭勇,张罗娜.关于我国公共危机管理的思考——基于近三年60起典型突发事件的分析[J].贵州社会科学,2016,(6):70-75
[5] 王晓玉,晁钢令,万广胜.宏观层面信任水平在消费者对产品危机感知中的作用[J].管理评论,2017,29(2):208-220
[6] Magretta J.Why Business Models Matter[J].Harvard Business Review,2002,80(5):86-92
[7] 罗珉.商业模式的理论框架述评[J].当代经济管理,2009,31(11):1-8
[8] 崔晓杨,闫冰倩,乔晗,等.基于 “微笑曲线”的全产业链商业模式创新——万达商业地产案例[J].管理评论,2016,28(11):264-272
[9] Shrivastava P.Crisis Theory/Practice:Towards a Sustainable Future[J].Organization & Environment,1993,7(1):23-42
[10] Kuechler B.,Vijay V.On Theory Development in Design Science Research:Anatomy of A Research Project[J].European Journal of Information Systems,2008,17(5):489-504
[11] 刘宽斌,张涛.利用网络搜索大数据实现对CPI的短期预报及拐点预测——基于混频抽样数据模型的实证研究[J].当代财经,2018,408(11):3-15
[12] 王淑英,吴梅梅.产品召回的市场反应及溢出效应实证研究[J].财会通讯,2017,757(29):33-37
[13] LiuY.,Shankar V.,Wonjoo Y.Crisis Management Strategies and the Long-Term Effects of Product Recalls on Firm Value[J].Journal of Marketing,2017,81(5):30-48