数字技术、价值共创对品牌年轻化的影响  

The Impact of Digital Technology and Value Co-creation on Brand Rejuvenation

作　　者：杨栩[1] 张志琦 苏屹[1] YANG Xu;ZHANG Zhiqi;SU Yi(School of Economics and Management,Harbin Engineering University,Harbin 150006,China)

机构地区：[1]哈尔滨工程大学经济管理学院,哈尔滨150006

出　　处：《商业研究》2024年第4期146-152,共7页Commercial Research

基　　金：国家自然科学基金项目“空间关联视角下知识源化对区域创新生态系统共生的影响效应研究”,项目编号:72074059;黑龙江省哲学社会科学基金项目“数字乡村建设背景下黑龙江省电商农产品品牌化发展与对策研究”,项目编号:23GLA011。

摘　　要：数字技术是实现企业“线上+线下”多样化发展,保证多方价值共创平台建立与维护,实现企业品牌年轻化的关键。本文将数字技术划分为数字技术实体应用和数字技术线上推广两个维度、将价值共创划分为C2C价值共创和B2C价值共创两个维度,运用问卷调查和回归分析的方法,探讨数字技术与价值共创对品牌年轻化的影响机制。研究表明:数字技术实体应用、数字技术线上推广对品牌年轻化和价值共创均有显著的正向影响;价值共创在数字技术与品牌年轻化的关系之间发挥中介作用。因此,应完善数字技术基础设施建设,大力推动企业数字化转型,并积极搭建品牌共创平台,重视共创平台维护,加强平台合作与互动,识别绑定忠实消费群体。Digital technology is the key to achieving diversified development of enterprises both online and offline,ensuring the establishment and maintenance of multi-party value co-creation platforms,and achieving the brand rejuvenation of enterprises.This study divides digital technology into two dimensions:the physical application of digital technology and the online promotion of digital technology.It divides value co-creation into two dimensions:C2C value co-creation and B2C value co-creation.Using questionnaire surveys and regression analysis,this study explores the impact mechanism of digital technology and value co-creation on brand rejuvenation.The results show that the physical application of digital technology and online promotion of digital technology have significant positive effects on brand rejuvenation and value co-creation.Value co-creation plays an intermediary role in the relationship between digital technology and brand rejuvenation.Therefore,it is necessary to improve the infrastructure of digital technology,promote the digital transformation of enterprises,actively build brand co-creation platforms,and pay attention to the maintenance of co-creation platforms.Strengthen platform cooperation and interaction,and identify and bind loyal consumer groups.

关 键 词：数字技术 价值共创 品牌年轻化 实体应用 线上推广 

分 类 号：F274[经济管理—企业管理]