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人机平台:商业未来行动路线图

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 本书的两位作者均来自世界科技发展的中心——麻省理工学院,他们掌握了全球科技界新锐的发展动向,同时对科技如何影响社会、商业和人类也有深刻的思考与深入的分析,他们被*企业家认为是进入未来商业世界的领路人。这本书是两位作者对目前影响世界发展进程三股力量的总结。都可以从这本书入手,对于想要立足当下和未来,找到自己的竞争优势的任何企业、组织与政府机关来说,这本书不得不读。
 本书提到的理念是基于作者大量的研究的总结,特别是近20年来崛起的科技“新贵们”这本书既具有开创性,同时也具有实用性。它介绍了人类的心智与机器便捷的结合正在成为企业运行的日常,也描绘了未来的开创性企业如何汇聚产品与平台,还帮我们分析了大众的积极参与正在如何改变组织的形态与企业的工作原则。通过作者梳理的这些清晰的脉络,我们能将全球的商业布局与未来机遇看得更清。
 作者认为,科技革命带来的颠覆性变革正是我们取得下一次成功的机遇所在。为此,作者梳理了近些年来经典的成功商业案例,从中看到了由机器、平台和大众打造的新世界的运行规则。要想准确地把控未来的商业社会,就不得不从这三个要素入手。
Content Description

安德鲁·麦卡菲和埃里克·布莱恩约弗森是数字时代的两位前沿思想家,在其代表作、畅销书《第二次机器革命》中,他们总结——由数字技术引发的机器革命时代已经到来,我们的经济模式与社会发展正以空前的速度被改写。
承接*部作品的内容,两位作者在这本新书中对当下和未来的商业形态进行了更广泛而深入的讨论,并提出了未来商业的三大关键词——机器、平台、大众:

 机器智能不断地拓展功能并进行着自我进化,从自动驾驶汽车到无人机,从3D打印机到神经网络,形形色色的数字化机器正在*先前的局限,扮演新的角色。在备受世界瞩目的人机围棋大战中,阿尔法狗一路战绩辉煌,轻松战胜了人类围棋大师级选手。而就在不久前,进阶版的阿尔法零又通过自我学习完胜了阿尔法狗……
 年轻的科技公司轻装上阵,利用平台快速搭建市场并形成网络效应,Facebook、阿里巴巴、爱彼迎等平台企业似乎不费一兵一卒就颠覆了传统企业,构建起自己的生态系统,吸引大量资本注入。在线平台正在改变成本结构,改进供需匹配方式,在音乐录制、城市交通、电脑硬件、团体健身等各个行业进行创新……
 互联网给予了大众更多施展才华的空间和更多的可能,从为乐高玩具提供创意到编辑维基百科再到区块链技术的发明群体的力量和智慧正不断涌现……

在书中,作者回顾了人类科技发展历程并得出结论——唯有成功转型才不会被科技洪流所吞噬。同时他们也用经济学、社会学、心理学、工程学等学科的知识梳理了在这三大方面有突出表现的成功商业案例。这些案例中,既有传统企业转型的典范也不乏初出茅庐却颠覆所在行业的科技新贵。
这些案例的背后是大脑与机器的博弈、是产品与平台的制衡、是核心与大众的对抗,更是一个由机器、平台和大众打造的商业新世界。掌握这三个关键词就抓住了未来商业制胜的命脉。权衡好这三大方面,将对我们如何经营企业、如何维持生计产生巨大影响。作者在向我们描绘未来图景的同时,也不断提醒我们,与以往任何时候相比,我们都更为迫切地需要认清现状并且认真思考各自的前途和命运。这无疑是一部在全球智能制造、新技术产业化领域带来的革命性的作品。
在中国《新一代人工智能发展规划》已经发布,大数据、云计算、物联网,新技术、新业态、新模式,将成为“中国制造”的关键词,这本书将有助于你绘制未来产业、商业的行动路线图。
Author Description

安德鲁·麦卡菲(Andrew McAfee)
麻省理工学院斯隆管理学院首席研究科学家,TED知名演讲人,致力于研究数字技术如何改变企业、经济和社会。他与埃里克·布莱恩约弗森均毕业于哈佛大学和麻省理工学院,共同发起了麻省理工数字经济项目。两人合著的畅销书《第二次机器革命》曾入选《金融时报》/麦肯锡“年度商业图书”。两人也一同入选2015年“Thinkers 50” 。他的研究成果多次出现在《哈佛商业评论》《经济学人》《华尔街日报》和《纽约时报》等美国主流媒体的深度报道中。曾被评为“IT界有影响力的100人之一”(排名第38位)。
埃里克·布莱恩约弗森 (Erik Brynjolfsson)
麻省理工学院斯隆管理学院教授,麻省理工数字经济计划主管,麻省理工数字商务中心主任,美国国家经济研究局助理研究员。他于1984年于哈佛大学取得硕士学位,1991年于麻省理工学院读完博士。他研究的方向为信息技术对企业和经济层面的影响。
Catalogue

第一部分 人脑与机器
01最难接受的事
02最像人脑的机器
03你好,机器人
04技术与人性
第二部分 产品与平台
05新技术的冲击
06从互补品到数字化平台
07算法速配的O2O平台
08 产品有出路吗?
第三部分 核心与大众
09大众的勃兴
10大众与专家的较量
11万物民主化之梦
12公司过时了吗?
结 论 *计算的经济和社会
致 谢
Introduction

探路前行
本书是由机器、平台和大众创造的新世界的指南。这当然是一项未臻完善的工作。商业世界总在变化之中,尤其是在如此深刻的过渡期间,事态比往常更不稳定。因此,在经济和社会进一步深入第二次机器革命时代的进程中,我们绝不能断言已找到企业成功的终极完整答案。本书描述的三种重新平衡将耗时数年,而它们的终点和准确轨迹还远未清晰。
但混沌之中必有良机。透过历史、前人的研究、新近的例子和进展,以及透过自己的调查,我们获益匪浅,言之有物,我们深信这些都是有价值的真知。读者将会看到,很多见解都源自经济学,这是本书应用得最多的学科领域。
为什么会这样呢?奥地利经济学家卡尔·门格尔(Carl Menger)在1870 年给出了一个很好的答案:“经济理论关心……人们参与为满足他们的需要而进行的有远见的活动的状况。”经济学所研究的是组织和人如何理解、塑造自己的环境和未来,当他们汇集在一起,交换货物、服务和信息,以期实现其目标时,究竟会发生什么。该学科已经围绕这些问题形成了深刻的见解和理论,它们是这本描述机器、平台和大众如何改变世界的专著的理论基础。
但我们不能只依靠经济学。本书讨论的现象跨越了单一学科,涉及许多其他研究领域。所以,我们也会加入工程学、电脑科学、心理学、社会学、历史学、管理科学等。正在突飞猛进的技术是新生事物,但它有着悠久、广博、引人入胜的历史传承。当讨论现状和未来的可能时,我们将以史为鉴。
本书的讨论共分为三部分。第一部分讨论人脑和机器的结合,第二部分针对产品和平台,第三部分针对核心和大众进行同样的分析。每一部分的广义主题相同:近年来,以上比对的第二个元素变得更强大、更有能力,因此,现在至关重要的事,就是重新审视如何将两者
很好地结合起来。
第一部分介绍人脑和机器的新组合如何快速改变企业执行其最重要流程的方式;第二部分介绍开创性企业如何汇聚产品和平台,促进业务转型;第三部分介绍核心和大众正在改变组织本身的形态及工作原理。
每一部分的开篇都回顾第二次机器革命的第一阶段,我们既描述现状,也探讨事物即将变革的早期迹象。这些章节显示,大约20 年前,人脑与机器之间、产品与平台之间及核心与大众之间都形成了标准伙伴关系。相关分析还展示了随着技术进步和经验的积累,这种伙
伴关系如何经受考验。
每一部分的其余章节探讨了我们近年来围绕三种重新平衡所看到和学到的内容。它们展示了机器、平台和大众在当下与未来的力量。每一部分的章节按照“科幻梯度”(创新的新颖程度)依次递增的形式进行安排。我们将介绍越来越棒的研发、创新和商业模式。每一部分的最后一章将讨论诸如“电脑有没有创造性”“整个经济会不会很快变成按需经济”“公司本身是否已然成为濒危物种”这样的话题。
在本书中,每一章的最后将简要总结其主要观点并提供实践指南。本书不是一本操作手册,也不是一本通过机器、平台和大众取得商业成功而编写的详细脚本。我们认为,撰写此类手册的人要么是愚弄自己,要么是愚弄读者。当下的变数太多,不确定性太大。事实上,如果可以写出这样一本公式化的手册,那么就没必要了解各种深层动因和运行原理以期获得竞争优势。因此我们换个方式,以每一章主要思想的概要结尾,辅以旨在帮助读者思考这些想法的实际应用问题。

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