关键词: 产品创新, 服务创新, Bass模型, 数字技术, 客户知识

Abstract:

In the digital environment, the synchronic development between service innovation and product innovation of manufacturing enterprises still has the problem of “Which came first, the chicken or the egg?”. In order to reveal the back-feeding mechanism of service innovation on product innovation in the digital environment, with the help of the advantage that service innovation process can generate data/information to support product innovation, this paper constructed a Bass innovation diffusion model of service innovation back-feeding product innovation in the digital environment. It analyzed the influence of digitization on the relationship between two types of innovation, explored the diffusion regular of two types of innovation from the perspective of knowledge transformation. The results show that the interaction between the two types of innovation in the digital environment can achieve a greater customer adoption of product innovation. Using digital technology to transform data into knowledge to guide product innovation can be accurate and easy for customers to adopt. The higher the digitalization level of manufacturing enterprises, the more significant the impact of internal and external factors on the diffusion of two types of innovation will be. The impact of external factors will gradually increase, while the impact of internal factors will gradually decrease. The prediction of the modified Bass innovation diffusion model is more accurate than that of the classical Bass model, and can reveal the process of service innovation back-feeding product innovation through knowledge transformation in the digital environment, which accords with the regular of innovation development of manufacturing enterprises in the digital economy.

Key words: product innovation, service innovation, Bass model, digital technology, customer knowledge