数字品牌的生成背景、演变规律及风险防控

The Generation Background,Evolution Law,Risk Prevention and Control of Digital Brands

数字经济时代,数字品牌作为消费升级的重要标志,将不断推动经济发展的质量变革、效率变革和动力变革。加强数字品牌建设是个人消费质量提升、企业创新发展、国家话语有效传播的需要,也是我国数字经济高质量发展的必然趋势。在数字技术赋能下,数字品牌相较于传统品牌具有不同的演变规律,把握数字品牌的数字交往社群化、数字流通精准化、数字价值共创化等演变动态,能够更好促进数字经济和实体经济的深度融合与发展。数字品牌发展的优势需强化并加以利用,数字品牌带来的风险也需认清并加以防控。面对数字品牌资本空间中的工具性、脱轨性、挤压性等风险,可从规制数字资本、缩小数字鸿沟、共创数字标准方面着手防范,以不断增强经济的竞争力、创新力和抗风险能力,充分释放数字经济潜能,形成国家竞争新优势。

In the era of the digital economy,digital brand,as an important symbol of consumer upgrading,will continuously promote quality,efficiency,and driving force changes in economic development.Strengthening the construction of digital brands is necessary for improving the quality of personal consumption,innovating and developing enterprises,and effectively disseminating national discourse.It is also an inevitable trend for the high-quality development of China's digital economy.Under the empowerment of digital technology,digital brands have different evolution patterns compared to traditional brands.Grasping the evolution dynamics of digital brands such as digital communication socialization,digital circulation precision,and digital value co-production can better promote the deep integration and development of the digital economy and the real economy.The advantages of digital brand development need to be strengthened and utilized,and the risks brought by digital brands also need to be recognized and controlled.Faced with the risks of instrumentality,derailment,and squeezing in the digital brand capital space,measures can be taken to regulate digital capital,narrow the digital divide,and jointly create digital standards,in order to continuously enhance the competitiveness,innovation,and risk resistance of the economy,fully unleash the potential of the digital economy,and form new national competitive advantages.