新质生产力视角下数字化驱动企业品牌创新发展研究

Research on Digital Innovation Driving Brand Development of Enterprises from the Perspective of New Quality Productivity

数字技术变革催生出新业态和新型商业模式,重构了企业品牌发展的“生态圈”。面对企业品牌发展互依形态弱化、文化价值认同缺失以及产业链发展动力不足等诸多挑战,企业品牌应在精准刻画数字画像、精心构建数字社区和营造良好数字传播生态等方面提升企业品牌数字效能。此外,中国企业品牌发展应该紧抓数字化转型机遇,立足品牌新质生产力的技术创新和生产要素创新性配置,从特色化发展、多元化创新、生态化演进层面“三管齐下”,凝聚品牌用户黏性、深化品牌文化内核和强化品牌价值资源转化,推动企业数字化品牌高质量发展,打造更多具有中国特色和国际影响力的“数字品牌”。

The transformation of digital technology has given rise to new formats and business models,reconstructing the“ecosystem”of enterprise brand development.Faced with many challenges such as the weakening of interdependent forms of enterprise brand development,lack of cultural value recognition,and insufficient driving force for industrial chain development,enterprise brands should enhance their digital effectiveness in accurately portraying digital portraits,carefully constructing digital communities,and creating a good digital communication ecosystem.In addition,the development of Chinese corporate brands should seize the opportunities of digital transformation,based on technological innovation and innovative allocation of production factors in the brand’s“new quality productivity”.From the three levels of characteristic development,diversified innovation,and ecological evolution,a“three pronged approach”should be taken to consolidate brand user stickiness,deepen brand cultural core,and strengthen the transformation of brand value resources,promoting highquality development of digital brands in enterprises,Build more“digital brands”with Chinese characteristics and international influence.