数字赋能驱动老品牌重振与焕新路径研究  

Study on the path of revitalisation and renewal of old brands driven by digital empowerment

作　　者：赵政华 邓洋阳 叶爱山 ZHAO Zhenghua;DENG Yangyang;YE Aishan(School of Business,Nantong Institute of Technology,Nantong 226002,China;College of Yonyou Digital&Intelligence,Nantong Institute of Technology,Natong 226002,China)

机构地区：[1]南通理工学院商学院,江苏南通226002 [2]南通理工学院用友数智学院,江苏南通226002

出　　处：《江苏科技信息》2024年第14期43-46,共4页Jiangsu Science and Technology Information

基　　金：江苏省高校哲学社会科学研究项目,项目编号:2019SJA1483;“十四五”江苏省工商管理重点学科建设项目,项目编号:SJYH2022-2/285;江苏高校“青蓝工程”资助项目,项目编号:苏教师函〔2023〕27号。

摘　　要：数字化转型已成为众多行业可持续发展的重要途径。文章深入分析当前数字赋能驱动老品牌重振与焕新的主要困境,提出制定与执行数字化品牌战略、优化数据驱动的决策与运营、推进智能化制造和供应链管理、实施数字化营销和提升客户体验、注重开放创新与生态合作等是数字赋能驱动老品牌重振与焕新的主要路径。Digital transformation has become an important way for sustainable development in many industries.The article deeply analyses the main dilemmas of revitalizing and renewing old brands driven by digital empowerment,and proposes that formulating and executing digital brand strategy,optimizing data-driven decision-making and operation,promoting intelligent manufacturing and supply chain management,implementing digital marketing and improving customer experience,and focusing on open innovation and ecological cooperation are the main paths of revitalising and renewing old brands driven by digital empowerment.

关 键 词：数字赋能 老品牌 可持续发展 

分 类 号：F274[经济管理—企业管理]