数字经济背景下企业品牌营销策略创新研究  

Research on the Innovation of Strategies for Corporate Brand Marketing in the Context of the Digital Economy

作　　者：李蓓 LI Bei(Zhengzhou University of Industrial Technology Zhengzhou,Henan 451100)

机构地区：[1]郑州工业应用技术学院,河南郑州451100

出　　处：《中国商论》2023年第23期62-65,共4页China Journal of Commerce

摘　　要：随着数字经济的快速发展,企业品牌营销策略面临着新的挑战和机遇。本文通过对数字经济背景下企业品牌营销策略创新的研究,探讨了数字经济对企业品牌营销的影响,并提出了相应的策略创新建议。研究发现,数字经济为企业品牌营销带来了新的机遇,如社交媒体的兴起、大数据的应用、电子商务的发展等,同时带来了新的挑战,如技术变革和更新、数据隐私和安全、竞争加剧、消费者需求多样化、品牌声誉管理、渠道多样化和整合、消费者权益保护等。因此,企业需要创新品牌营销策略,以适应数字经济的发展趋势,通过提高品牌知名度和用户参与度,实现可持续发展,同时有助于推动数字经济的健康发展,为经济社会的数字化转型做出贡献。With the rapid development of the digital economy,strategies for corporate brand marketing face new challenges and opportunities.This paper discusses the impact of the digital economy on corporate brand marketing and puts forward suggestions for strategy innovation through the study of corporate brand marketing’s strategy innovation in the context of the digital economy.It is found that the digital economy brings new opportunities for corporate brand marketing,such as the rise of social media,the application of big data,and the development of e-commerce,and brings new challenges,such as technological changes and updates,data privacy and security,intensified competition,diversification of consumer demands,brand reputation management,channel diversification and integration,and consumer rights protection.Therefore,enterprises need to innovate brand marketing strategies to adapt to the development trend of the digital economy,achieve sustainable development by increasing brand awareness and user engagement,and help to promote the healthy development of the digital economy and contribute to the digital transformation of the economy and society.

关 键 词：数字经济 企业品牌 营销策略 大数据 电子商务 

分 类 号：F272[经济管理—企业管理]