大数据驱动的新零售博弈与品牌价值创新策略

Big Data Driven New Retail Game and Brand Value Innovation Approach

目的研究大数据驱动的新零售博弈中品牌价值创新的实践、策略与趋势。方法通过对零售业数字化转型的国际趋势、阿里与京腾生态系之间的新零售格局进行梳理和总结,以体验经济时代的特征、品牌研究的理论与工具为线索,研究和分析我国大数据驱动下的品牌价值创新策略,以及变革和未来的发展趋势。结论品牌内涵发展至“品牌即体验”阶段,数据成为了重要的战略资源,新的工具不断被开发,用以支持大数据驱动的品牌价值创新。企业逐步完成数字化转型,通过数据洞察新的商业机会,构建新的品牌战略,推动组织变革,创造新的品牌体验,从而成为新时代的强势品牌。

The work aims to study the practice,strategies and trends of the brand value innovation in the big data driven new retail game.Through the research on the global trend of retail industry digital transformation and the new retail game between Alibaba and Tencent&Jingdong and taking the characteristics of the experience economy era and the theory and tools of brand research as clue,the big data driven brand value innovation strategy is summarized and the changes and trends of new retail brand value innovation is analyzed.Brand connotation has developed to the brand as the experience phase,and date has become the essential strategic asset.New tool have been developed to support big data driven brand value innovation.Enterprises gradually realize the digital transformation,discover new business opportunities through data insight,develop a new brand strategy and create new brand strategy,thereby building strong brand in the new era.