数字经济背景下企业品牌营销的有效策略研究  

Researchon effective strategies for corporate brand marketing in the context of digital economy

作　　者：孙春兰 Sun Chunlan(China Unicom,Beijing,100033)

机构地区：[1]中国联合网络通信有限公司,北京100033

出　　处：《市场周刊》2024年第21期96-99,共4页Market Weekly

摘　　要：在数字经济的背景下,企业品牌营销正面临前所未有的转型挑战。当前时代特征是由互联网、人工智能、大数据和其他高科技驱动的。信息技术不仅改变了消费者的行为和期望,也重新定义了品牌营销的规则和策略。企业不再仅依赖于传统的广告和促销手段,而是在日益数字化和网络化的世界中找到属于自己的立足点。文章首先分析数字经济对企业品牌营销的影响;其次对数字经济背景下企业品牌营销中存在的问题展开探讨,如缺乏对数字营销的认识、企业市场定位不够精准、产品无法满足市场需求、未能掌握最新的信息技术、缺乏专业的数字营销人才等方面给企业营销带来较大影响;最后结合上述存在的问题,提出数字经济背景下企业品牌营销的有效策略,以供参考。In the context of the digital economy,enterprise brand marketing is facing unprecedented transformation and challenges.The characteristics of the current era are driven by the Internet,artificial intelligence,big data and other high-tech.Information technology has not only changed consumer behavior and expectations,but also redefined the rules and strategies of brand marketing.Enterprises no longer rely solely on traditional advertising and promotional methods,but find their own foothold in an increasingly digital and networked world.This article first analyzes the impact of the digital economy on enterprise brand marketing,then explores the problems in enterprise brand marketing under the background of the digital economy.The lack of understanding of digital marketing,imprecise market positioning of enterprises,inability to meet market demand for products,failure to master the latest information technology and lack of professional digital marketing talents have a significant impact on enterprise marketing.Finally,based on the existing problems mentioned above,effective strategies for enterprise brand marketing in the context of the digital economy are proposed for reference.

关 键 词：数字经济 企业品牌营销 有效策略 

分 类 号：F270.7[经济管理—企业管理]