人工智能赋能品牌管理的逻辑演变与理论创新  

The Logical Evolution and Theoretical Innovation of Brand Management Empowered by Artificial Intelligence

作　　者：侯立松 叶楠 HOU Lisong;YE Nan(Business School,Jiangsu Normal University,Xuzhou 221116,China)

机构地区：[1]江苏师范大学商学院,江苏徐州221116

出　　处：《四川轻化工大学学报(社会科学版)》2025年第1期15-27,共13页Journal of Sichuan University of Science & Engineering:Social Sciences Edition

基　　金：国家社会科学基金项目(16BJY073);教育部人文社会科学研究项目(24YJAZH093)。

摘　　要：人工智能为品牌管理注入了强大的智能引擎,正重塑品牌运营与管理模式,品牌管理理论面临拓展和变革。为了探索人工智能赋能品牌管理的内在机理,梳理了人工智能技术在品牌管理中的应用及引发的管理变革现状,对人工智能赋能品牌管理的基本逻辑和理论创新进行了推演和拓展。研究表明,人工智能时代品牌满足顾客需求建立独特认知的底层逻辑没有改变。但人工智能能通过高效数据处理、资源配置优化、品牌运营流程智能化等大大提高品牌管理效率;人工智能通过提高品牌价值创造效率、提供新的机会和方式、替代人力从事价值创造劳动、扩展人类能力等方式助力品牌价值创造;呈现出品牌数据的整合、以顾客为中心的流程整合、价值创造与传递的整合等整合逻辑。智能品牌接触点管理、智能全域整合品牌管理和人机协同品牌管理等观点,是人工智能赋能品牌管理的理论创新增益点。人工智能对品牌管理也会带来一些负面效应,企业需要在消费者接受度、技术成熟度、伦理和社会责任等问题上应对挑战。Artificial intelligence has infused a potent intelligent engine into brand management,thereby remolding the operation and management paradigms of brands.Brand management theories are encountering expansion and transformation.To explore the internal mechanism of artificial intelligence empowering brand management,the application of artificial intelligence technology in brand management and the current status of management transformation triggered by themare reviewed.The basic logic and theoretical innovation of artificial intelligence empowering brand management are deduced and expanded.Research indicates that the underlying logic of brands meeting customer demands and establishing unique cognition remain unchanged in the era of artificial intelligence.However,artificial intelligence can significantly enhance brand management efficiency through efficient data processing,optimization of resource allocation,and intelligentization of brand operation processes.It contributes to brand value creation by improving the efficiency of brand value creation,offering new opportunities and approaches,substituting human labor in value creation,and expanding human capabilities.It presents integration logic such as the integration of brand data,customer-centered process integration,and the integration of value creation and delivery.The notions of intelligent brand touchpoint management,intelligent omnichannel integrated brand management,and human-machine collaborative brand management are the theoretical innovation increments of artificial intelligence empowering brand management.Artificial intelligence also brings certain negative effects to brand management,and enterprises need to address challenges related to consumer acceptance,technological maturity,ethics,and social responsibility.

关 键 词：人工智能 品牌管理 逻辑演变 价值创造 人机协作 智能全域 

分 类 号：F713.5[经济管理—市场营销] G206[经济管理—产业经济]