Research On The Personal Information Productization Process

From the perspective of enterprises, whether for better prospects of themselves or to provide users with better experience and products, they need to obtain and use information, which includes personal information.Leakage of personal information caused by unreasonable use, brings users inconvenience. As a result, majority of users have a poor perception of personal information related products or services, with less willingness to provide personal information. Most research on personal information focus on the topic of personal information protection instead of personal information application. In fact, application of personal information does not conflict with protection. Rational use of personal information is beneficial. On the one hand, it helps to protect user privacy and property,on the other hand, the value of personal information can be play a role in promoting the development of society. Therefore, this paper is aimed to generate the process of personal information productization.Literature analysis, grounded theory and case study methods are adopted in this paper. Firstly, this paper reviewed literatures about personal information and productization. Personal information is defined as all direct or indirect information that can be added to identified the certain person. Productization is composed of a plurality of stages, with industry disparity. Through grounded theory coding, about one hundred thousand words of data was substantively coded as 52 nodes and grouped as 10 core nodes, including requirement specification, developing premise, clarification of information, information obtaining, product development, product application, product iteration,security/market/government and legal factors. These core nodes were further formed as the personal information productization model. Finally,this paper case studied the personal information product, user analysis report of company D. Through comparing the practice with the model,validation of the model was proved.This paper had certain theoretical and practical significance.Theoretically, it constructed personal information productization process model and became the foundation of following research. Practically, it helped enterprises to sort out how to use personal information and put forward related management suggestions, making personal information productization methodical.