{
  "chapter": "第二章 最小执行单位：从人到任务",
  "workflow": "MTL：从市场到线索",
  "date": "2026-10-13",
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      "slug": "01-mtl-responsibilities",
      "title": "MTL职责落实为可以交接的任务产物",
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        "图 2-01  /  岗位现状",
        "一芥智能研究院",
        "MTL职责落实为可以交接的任务产物",
        "Market to Lead：从市场到线索，按具体工作与交接产物梳理岗位职责。",
        "01",
        "目标市场与客户",
        "完成的工作",
        "整理信号，比较客户与来源",
        "共同确定客群和有效标准",
        "主要交接产物",
        "市场客户信号与比较依据",
        "目标客群及有效线索标准",
        "02",
        "准确的价值表达",
        "完成的工作",
        "明确客户问题与传播目的",
        "核实能力证据并审核内容",
        "主要交接产物",
        "内容简报与有效产品依据",
        "经审核内容和答问材料",
        "03",
        "可追踪的市场回应",
        "完成的工作",
        "选择渠道并安排活动任务",
        "记录来源、回应及投入",
        "主要交接产物",
        "活动计划与责任安排",
        "关联来源的回应投入记录",
        "04",
        "询盘承接与背景记录",
        "完成的工作",
        "统一入口、记录与去重",
        "有据回应并转交复杂问题",
        "主要交接产物",
        "带来源与需求的询盘记录",
        "待确认事项及承接安排",
        "05",
        "有效线索核实与处置",
        "完成的工作",
        "核实对象、联系条件和需求",
        "补齐信息并安排后续处置",
        "主要交接产物",
        "带事实依据的有效线索",
        "培育、退出及例外安排",
        "06",
        "销售接手与来源反馈",
        "完成的工作",
        "交接背景并确认实际接收",
        "跟踪首次反馈、复盘投入",
        "主要交接产物",
        "接收确认与首次跟进反馈",
        "退回原因及来源复盘结论",
        "市场牵头资料、内容、活动与线索准备，产品与销售按任务参与核实和承接。",
        "六类工作为本报告整理，不代表华为官方流程阶段。具体职责、权限和标准由企业明确。",
        "《企业数智化转型研究报告》 · 第二章 · 一芥智能研究院"
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        "图 2-02  /  业务分析",
        "一芥智能研究院",
        "MTL的业务结果与六项改进目标",
        "市场活动形成可追踪回应，候选对象经核实成为销售能够接手的有效线索。",
        "市场接触",
        "面向目标客群",
        "保留来源依据",
        "可追踪回应",
        "登记候选与背景",
        "关联活动和询盘",
        "有效线索",
        "符合双方确认标准",
        "必要信息经过核实",
        "销售实际接手",
        "确认接收与责任人",
        "取得首次跟进反馈",
        "六项改进分别落实到市场工作、核实与实际承接",
        "01",
        "明确目标市场与客户",
        "02",
        "形成准确的价值表达",
        "03",
        "让市场活动产生可追踪回应",
        "04",
        "及时接住询盘并留下背景",
        "05",
        "提高候选对象成为有效线索的比例",
        "06",
        "让有效线索被销售实际接手",
        "回应中的候选记录进入核实。关系和六目标由本报告整理，不作为统一官方阶段定义。",
        "《企业数智化转型研究报告》 · 第二章 · 一芥智能研究院"
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        "图 2-03  /  业务分析",
        "一芥智能研究院",
        "业务差距经核实后形成改进目标",
        "业务负责人核实市场工作差距，再按约定口径跟踪有效线索与实际承接。",
        "01",
        "识别表现差距",
        "检查来源与回应",
        "比较有效线索比例",
        "定位退回与等待",
        "02",
        "核实工作问题",
        "访谈市场与销售",
        "核对记录和真实任务",
        "查清缺项与错误",
        "03",
        "选定重点目标",
        "选择本轮改进重点",
        "明确期望业务表现",
        "对应六项改进目标",
        "04",
        "明确观察安排",
        "登记当前值与目标值",
        "固定批次、期限与口径",
        "指定记录责任人",
        "05",
        "跟踪业务结果",
        "记录有效与实际接收",
        "核实退回与培育原因",
        "复核来源表现及投入",
        "跟踪结果用于复核和调整改进重点",
        "过程变化需要继续接受业务结果检验",
        "制作工时 · 回应速度 · 记录质量",
        "用于解释工作过程的变化。",
        "有效线索 · 实际接收 · 完整投入",
        "用于判断本轮业务表现。",
        "差距需通过访谈、记录和真实任务核实。过程指标改善后，仍需检查MTL业务结果。",
        "《企业数智化转型研究报告》 · 第二章 · 一芥智能研究院"
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        "图 2-04  /  业务分析",
        "一芥智能研究院",
        "有效率与接收率按同一批对象计算",
        "先固定进入核实的候选批次与截止日，再核对有效线索和销售实际接收。",
        "固定核实候选批次",
        "仅包含进入核实的候选记录",
        "去重规则与来源口径一致",
        "保留全部本批候选对象",
        "核实有效线索",
        "按双方确认标准判断",
        "保留依据与未满足条件",
        "培育与退出继续留在候选分母",
        "记录实际接收",
        "有效线索取得接收确认",
        "未接收和退回仍留在有效分母",
        "记录首次反馈及处理原因",
        "候选对象有效率",
        "=",
        "该批截至截止日经核实的有效线索数",
        "该批进入核实的候选对象总数",
        "× 100%",
        "销售接收率",
        "=",
        "该批截至截止日销售实际接收的有效线索数",
        "该批截至截止日经核实的有效线索数",
        "× 100%",
        "截止日尚未完成核实或跟进的对象继续保留状态，并在后续观察中更新。",
        "批次、有效标准、去重和接收证据固定后再比较。停留中的对象尚不能判为最终失败。",
        "《企业数智化转型研究报告》 · 第二章 · 一芥智能研究院"
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        "图 2-05  /  业务举措",
        "一芥智能研究院",
        "业务举措落实为可分工与可验收的任务",
        "以线索交接客户简报为例，先写清任务约定，再安排人、AI与程序。",
        "输入与依据",
        "来源、客户资料与原始询问",
        "有效标准和已有核实记录",
        "可检查的产物",
        "客户背景、需求与证据索引",
        "未决事项和建议下一步",
        "接手与验收",
        "市场人员核实并修正简报",
        "销售确认能够开展首次跟进",
        "AI辅助整理与查漏",
        "从有效资料整理简报草稿",
        "区分事实、判断和待确认项",
        "提示缺项及前后矛盾",
        "程序保存与规则检查",
        "关联来源、记录和材料版本",
        "按确定规则检查字段与去重",
        "登记授权内的分配和提醒",
        "人核实并承担结果",
        "市场人员核实来源与需求",
        "销售确认接手并实际跟进",
        "负责人处理异常和资源取舍",
        "资料、权限、执行者和验收条件共同支撑任务分工。",
        "简报生成以后继续检查内容可用性、销售采用情况和完整投入。",
        "分工按真实任务和当前可用能力验证。未确认的判断需显式标注，并由相应人员处理。",
        "《企业数智化转型研究报告》 · 第二章 · 一芥智能研究院"
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        "图 2-06  /  业务举措",
        "一芥智能研究院",
        "目标1：明确目标市场与客户",
        "目标客群与有效标准明确后，市场工作才能按同一依据筛选对象。",
        "举措 1.1",
        "整理市场客户信号",
        "任务与产物",
        "归集客户问题与市场变化",
        "交付带来源与时间的信号记录",
        "AI与程序辅助",
        "AI分类归纳已有资料",
        "程序保留来源与时间字段",
        "人的职责",
        "市场人员核实事实与代表性",
        "负责人确定本轮观察重点",
        "举措 1.2",
        "比较现有客户与来源表现",
        "任务与产物",
        "比较客户特征与来源表现",
        "交付可复核的比较结果",
        "AI与程序辅助",
        "AI整理差异与待核实项",
        "程序按固定口径计算",
        "人的职责",
        "核对数据范围与差异原因",
        "避免把相关性直接当因果",
        "举措 1.3",
        "确定目标客群及有效线索标准",
        "任务与产物",
        "结合能力与资源确定客群",
        "交付客群范围与有效标准",
        "AI与程序辅助",
        "AI汇总标准草稿与依据",
        "程序保存标准及生效版本",
        "人的职责",
        "市场与销售共同确认标准",
        "负责人决定资源取舍",
        "市场信号、比较口径与客群判断需要人工核实。三项举措由本报告整理。",
        "《企业数智化转型研究报告》 · 第二章 · 一芥智能研究院"
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        "一芥智能研究院",
        "目标2：形成准确的价值表达",
        "有依据的内容明确客户问题、能力边界与下一步回应方式。",
        "举措 2.1",
        "明确客户问题与传播目的",
        "任务与产物",
        "明确受众、问题与回应动作",
        "交付内容简报与传播目的",
        "AI与程序辅助",
        "AI整理客户原话与背景",
        "提示目的与内容间的缺项",
        "人的职责",
        "市场人员判断真实客户问题",
        "确定受众和本次表达重点",
        "举措 2.2",
        "核实产品能力、适用条件与证据",
        "任务与产物",
        "核对能力、限制及适用条件",
        "交付有来源的可用证据",
        "AI与程序辅助",
        "AI检索和比对已有资料",
        "程序检查版本与字段一致性",
        "人的职责",
        "产品与专业人员核实能力",
        "批准可以对外使用的表述",
        "举措 2.3",
        "准备并审核内容",
        "任务与产物",
        "制作符合渠道要求的材料",
        "交付经审核内容与答问依据",
        "AI与程序辅助",
        "AI辅助结构、初稿与查漏",
        "工具完成授权内排版操作",
        "人的职责",
        "市场人员决定创意与表达",
        "核实证据并审核对外内容",
        "传播内容的准确性与对外表达责任落实到人。三项举措由本报告整理。",
        "《企业数智化转型研究报告》 · 第二章 · 一芥智能研究院"
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        "目标3：让市场活动产生可追踪回应",
        "活动的回应与投入关联到来源，才有依据判断下一轮资源安排。",
        "举措 3.1",
        "选择渠道与活动",
        "任务与产物",
        "按客群与目的比较渠道",
        "交付渠道活动选择及依据",
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        "AI整理渠道特点与历史反馈",
        "程序按统一口径汇总表现",
        "人的职责",
        "市场人员判断触达适配性",
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        "举措 3.2",
        "安排节奏预算与执行任务",
        "任务与产物",
        "落实预算、节奏与执行责任",
        "交付活动计划与任务安排",
        "AI与程序辅助",
        "AI辅助计划草稿与缺项检查",
        "程序计算预算并记录任务",
        "人的职责",
        "负责人批准预算与资源",
        "执行者确认接手和期限",
        "举措 3.3",
        "记录来源回应投入",
        "任务与产物",
        "关联来源、回应及全部投入",
        "交付可以回到活动的记录",
        "AI与程序辅助",
        "程序保存标识与投入字段",
        "AI整理回应与异常情况",
        "人的职责",
        "市场人员核对记录可用性",
        "解释来源差异并处理缺项",
        "曝光、点击和内容数量需要继续接受回应与有效线索结果检验。",
        "《企业数智化转型研究报告》 · 第二章 · 一芥智能研究院"
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        "一芥智能研究院",
        "目标4：及时接住询盘并留下背景",
        "询盘回应保留需求背景和未决事项，复杂问题有明确人员承接。",
        "举措 4.1",
        "统一入口记录与去重",
        "任务与产物",
        "归集入口、对象与原始询问",
        "交付带来源的询盘记录",
        "AI与程序辅助",
        "程序按标识记录与去重",
        "AI辅助提取缺失字段",
        "人的职责",
        "市场人员核对对象与来源",
        "处理不能可靠合并的记录",
        "举措 4.2",
        "回答有依据的问题并初步了解需求",
        "任务与产物",
        "回应可确认问题并了解需求",
        "交付回应依据与需求背景",
        "AI与程序辅助",
        "AI依据有效知识辅助答复",
        "程序保留对话与知识版本",
        "人的职责",
        "人员核实依据与适用条件",
        "明确尚未确认的需求事项",
        "举措 4.3",
        "复杂/例外转给相应人员",
        "任务与产物",
        "识别需要专业判断的事项",
        "交付问题背景与承接安排",
        "AI与程序辅助",
        "AI提示信息缺项与转交原因",
        "程序记录承接者和处理状态",
        "人的职责",
        "相应人员判断复杂与例外",
        "确认接手并承担后续回应",
        "响应速度与问题是否解决分别检验。未经批准的承诺不能进入自动答复。",
        "《企业数智化转型研究报告》 · 第二章 · 一芥智能研究院"
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        "目标5：提高候选对象成为有效线索的比例",
        "有效线索经过核实；尚未达到标准的对象分别安排培育或退出。",
        "举措 5.1",
        "核实对象联系条件与需求匹配",
        "任务与产物",
        "核实对象、联系条件与需求",
        "交付带依据的核实结果",
        "AI与程序辅助",
        "AI整理已有信息与待核实项",
        "程序比对确定字段和重复项",
        "人的职责",
        "人员核实对象与联系可用性",
        "判断需求是否符合目标范围",
        "举措 5.2",
        "按标准补齐信息",
        "任务与产物",
        "按有效标准补充必要背景",
        "交付信息完整的线索记录",
        "AI与程序辅助",
        "AI提示缺项并整理核实问题",
        "程序检查必填项与证据关联",
        "人的职责",
        "人员向合适对象核实缺项",
        "确认满足标准的事实依据",
        "举措 5.3",
        "交接培育退出分别安排",
        "任务与产物",
        "依据标准安排不同后续动作",
        "交付处置理由与责任安排",
        "AI与程序辅助",
        "AI整理处置建议与记录",
        "程序保存状态并提醒复查",
        "人的职责",
        "人员决定交接、培育或退出",
        "说明判断依据和例外安排",
        "意向标签与自动评分供判断参考，不直接确认有效线索。",
        "《企业数智化转型研究报告》 · 第二章 · 一芥智能研究院"
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        "图 2-11  /  业务举措",
        "一芥智能研究院",
        "目标6：让有效线索被销售实际接手",
        "交接完成以销售实际接手为依据，首次反馈继续用于改进市场工作。",
        "举措 6.1",
        "带来源需求未决项材料",
        "任务与产物",
        "关联来源、需求与未决事项",
        "交付可用于首次跟进的材料",
        "AI与程序辅助",
        "AI整理客户简报与材料索引",
        "程序保存原始记录与版本",
        "人的职责",
        "市场人员核实简报内容",
        "说明事实、判断和待确认项",
        "举措 6.2",
        "分配取得接收及首次跟进反馈",
        "任务与产物",
        "明确接收者并取得跟进反馈",
        "交付接收确认及首次反馈",
        "AI与程序辅助",
        "程序按授权分配并提醒",
        "AI归纳反馈与补充请求",
        "人的职责",
        "销售确认接手并实际跟进",
        "市场补齐被退回的必要信息",
        "举措 6.3",
        "复盘退回来源表现及单位有效线索投入",
        "任务与产物",
        "比较退回、来源与完整投入",
        "交付复盘结论与改进安排",
        "AI与程序辅助",
        "程序按同批口径计算",
        "AI整理退回原因与差异",
        "人的职责",
        "市场与销售核实原因",
        "负责人调整标准与来源投入",
        "后续商机、签约和履约由第三章沿LTC展开。本图只检验MTL的承接结果。",
        "《企业数智化转型研究报告》 · 第二章 · 一芥智能研究院"
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        "图 2-12  /  成本与效果",
        "一芥智能研究院",
        "合格交付成本按完整投入比较",
        "前后对照固定交付范围、质量与合格数量，数量变化时比较单位成本。",
        "原有做法",
        "计入完成同等交付的全部投入。",
        "保留采用情况与实际交付记录。",
        "改进做法",
        "计入完成同等交付的全部投入。",
        "保留采用情况与实际交付记录。",
        "前后两侧均纳入适用投入",
        "资料准备与维护",
        "必要建设与配套",
        "工具调用与运行",
        "人工核验与校准",
        "退回修改与返工",
        "协调与异常处置",
        "单位合格交付成本",
        "=",
        "前后各自的总投入",
        "对应的合格交付数量",
        "节时、响应改善与经营结果分别记录。单次生成价格不能代表完整交付成本。",
        "《企业数智化转型研究报告》 · 第二章 · 一芥智能研究院"
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        "资深市场人员的客户简报经验经过提炼、他人复用和验证，形成团队可以调用的方法。",
        "01",
        "完成真实任务",
        "资深市场人员与AI协作",
        "准备线索交接简报",
        "修改简报直到可用",
        "02",
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        "关键判断关联具体产物",
        "查找与核实依据",
        "退回理由与修改示例",
        "03",
        "提炼复用方法",
        "区分共性与本次条件",
        "明确输入与处理步骤",
        "保留判断和验收要求",
        "04",
        "他人复用验证",
        "其他市场人员复用",
        "提供本次客户资料",
        "调用方法并核对结果",
        "05",
        "进入组织日常",
        "维护人根据反馈修订",
        "记录仍需请教的问题",
        "经验证的方法持续使用",
        "反馈用于修订方法",
        "客户简报经验按复用需要整理为三种载体",
        "三种形式可以组合使用，分别保留任务方法、稳定操作和完整处理过程。",
        "Skill：查找与核实方法",
        "适用任务、资料输入和简报步骤",
        "信息核实与交付检查要求",
        "工具：稳定查询与操作",
        "按任务需要封装查询或校验",
        "使用者提供本次客户与资料",
        "任务示例：对话与修改过程",
        "保存必要背景、对话和修改依据",
        "关联最终可用的客户简报",
        "业务负责人确认适用范围、资料与工具条件、产物标准及人工判断事项。",
        "维护人记录使用反馈、修订方法并维护版本，让后续任务继续使用有效做法。",
        "示意依据本节线索交接准备例子整理；以其他人在新任务中形成的合格产物检验复用成效。",
        "《企业数智化转型研究报告》 · 第二章 · 一芥智能研究院"
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        "一芥智能研究院",
        "技术辅助围绕岗位业务目标展开",
        "先确定业务目标，再明确技术辅助范围与人的责任。",
        "电商运营与设计创意",
        "业务目标",
        "合格素材及时上架，实物投入",
        "用于更值得经营的款式。",
        "技术辅助",
        "生成款式展示、商品图与视频；",
        "店铺工具处理已有规则的操作。",
        "人的责任",
        "核对商品细节与实物，决定生产；",
        "审核返工并确认素材可以上架。",
        "客服与私域社群",
        "业务目标",
        "客户问题及时解决，需要继续",
        "跟进的人得到合适回应。",
        "技术辅助",
        "常见问答有明确依据时辅助接待，",
        "整理对话与待跟进事项。",
        "人的责任",
        "维护政策与知识，承接升级问题，",
        "处理复杂投诉、授权与例外承诺。",
        "市场与自媒体内容",
        "业务目标",
        "内容服务明确受众与业务目的，",
        "减少无效制作和投放。",
        "技术辅助",
        "整理资料、选题和脚本初稿，",
        "工具辅助剪辑与投放操作。",
        "人的责任",
        "判断证据、审美与可拍性，",
        "决定创意、预算并验收交付。",
        "法务与专业服务",
        "业务目标",
        "及时交付有依据、可复核的",
        "专业成果。",
        "技术辅助",
        "整理材料、检索依据与起草，",
        "计算和出图使用专业工具。",
        "人的责任",
        "补齐事实、核实依据及适用性，",
        "完成专业判断与对外交付。",
        "技术辅助需要可信资料、明确标准与人工承接。各岗位的采用范围仍需用真实任务验证。",
        "《企业数智化转型研究报告》 · 第二章 · 一芥智能研究院"
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        "图 2-15  /  其他岗位",
        "一芥智能研究院",
        "任务条件决定技术辅助的具体范围",
        "资料、规则和系统条件进入任务设计，专业判断与结果责任落实到人。",
        "采购、仓储与供应链",
        "业务目标",
        "减少错买、重复采购、缺货",
        "和单据等待。",
        "技术辅助",
        "从单据或照片提取、查找信息，",
        "程序按确定公式计算补货。",
        "人的责任",
        "核实库存、字段与实际需求，",
        "决定采购并处理收货和结算异常。",
        "产品、研发与数据分析",
        "业务目标",
        "更快交付可用功能或可信分析，",
        "接通测试、发布和后续维护。",
        "技术辅助",
        "辅助文档、编码、测试准备与取数，",
        "以可用需求、数据和环境为前提。",
        "人的责任",
        "审查实现与口径，验证缺陷，",
        "承担发布维护和结果解释。",
        "HR与培训",
        "业务目标",
        "提高人岗匹配与上岗胜任，",
        "将知识、练习、反馈与考核接通。",
        "技术辅助",
        "整理访谈与岗位知识，",
        "辅助答疑、陪练与学习反馈。",
        "人的责任",
        "核实知识和评分尺度，",
        "决定录用、上岗资格并持续纠错。",
        "老板与经营",
        "业务目标",
        "及早识别经营问题，",
        "让决定落实为有效行动。",
        "技术辅助",
        "汇集资料、追问缺项、提示异常，",
        "系统保存来源、任务和处理状态。",
        "人的责任",
        "统一经营口径，判断原因和取舍，",
        "协调资源、承担承诺并复盘结果。",
        "辅助范围由任务、资料与权限条件决定。技术产出仍需被采用，并接受业务结果检验。",
        "《企业数智化转型研究报告》 · 第二章 · 一芥智能研究院"
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        "一芥智能研究院",
        "MTL岗位改造按任务分工与业务结果检验",
        "从市场岗位的具体工作出发，逐项验证任务产物、有效线索与销售接手。",
        "01",
        "MTL岗位工作",
        "梳理工作与交接产物",
        "确定线索范围与标准",
        "连接销售实际接手",
        "02",
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        "固定批次和观察口径",
        "03",
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        "确定产物和适用范围",
        "04",
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        "安排人、AI与程序",
        "明确执行和验收责任",
        "保留核实与退回依据",
        "改造的评价同时检查合格产物、实际承接与完整投入",
        "合格产物",
        "内容和简报通过核实",
        "线索信息达到有效标准",
        "退回与返工如实记录",
        "MTL业务结果",
        "有效线索按同批口径验证",
        "销售实际接手并反馈",
        "按来源检查退回与改善",
        "完整投入",
        "资料、制作、调用及核验",
        "返工、配套、运行及维护",
        "比较单位有效线索投入",
        "第三章继续沿完整业务流程分析市场、销售、产品、交付和财务怎样协同完成结果。",
        "本章六目标和18举措由本报告整理。岗位提效需要通过实际采用、业务结果和全部投入检验。",
        "《企业数智化转型研究报告》 · 第二章 · 一芥智能研究院"
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          696.5,
          1247.0
        ]
      ],
      "content_origin": [
        85,
        49
      ],
      "source": "本报告整理；图示不代表华为官方流程阶段或定义"
    }
  ]
}