数字化提升制造企业品牌价值的组态路径实证研究

Empirical Research on the Configuration Path for Enhancing Brand Value of Manufacturing Enterprises Through Digitalization

我国企业品牌价值整体较低,数字化作为赋能手段对于促进企业品牌价值具有很大潜力,但实证研究较少.从企业数字化与TOE要素融合的视角,收集筛选了《中国500最具价值品牌》中112个制造企业2020年的资料数据,运用QCA方法,对数字化促进企业品牌价值的组态路径进行了实证研究.研究结果表明,在企业的技术、组织和环境(TOE)条件要素中,目前形成了5条提升企业品牌价值的有效路径,分析比较了组态路径的特征.在其中的3条路径,企业数字化发挥了重要作用,另外2条也存在着潜力.品牌企业主要集中在装备制造业和消费品制造业,行业间数字化促进效应存在一定的差异.

The overall brand value of Chinese enterprises is relatively low,and digitization,as an enabling method,has great potential to promote the brand value of enterprises,but there is less empirical research.From the perspectives of enterprise digitization and the integration of TOE(Technology,Organization,Environment)elements,data from 112 manufacturing enterprises in the“China Top 500 Most Valuable Brands”in 2020 was collected and screened.Using the QCA(Qualitative Comparative Analysis)method,an empirical study was conducted on the configuration path of digitization to promote the brand value of enterprises.The research results are that,among the TOE conditions of the enterprises,five effective paths to enhance the brand value of the enterprises have been formed so far,and the characteristics of the configuration paths have been comparatively analyzed.In three of these paths,enterprise digitization plays an important role,and there is potential in the other two paths.Brand enterprises are mainly concentrated in the equipment manufacturing industry and the consumer goods manufacturing industry,and there is a certain difference in the promotion effect of digitization among industries.