老字号品牌的数字化转型策略研究

Research on Digital Transformation Strategy of China’s Time-Honored Brands

在数字经济时代,各类新兴品牌和特色产品接连涌现,老字号品牌深陷严峻的竞争环境,数字化转型已经成为大势所趋。议题建构是数字化转型过程中不可或缺的一环,也是引导老字号品牌适应新时代发展需要的全新表述。情感动员可以塑造品牌形象、推动数字化转型,维系消费者对老字号品牌的认同感。让消费者亲自参与到老字号品牌内涵的建构之中,有利于防范片面化解读和刻板印象。

In the era of digital economy, all kinds of new brands and characteristic products have emerged one after another, and China’s time-honored brands have been mired in a severe competitive environment, and digital transformation has become the general trend. Issue construction is an indispensable part of the process of digital transformation, and it is also a new expression to guide China’s time-honored brands to adapt to the development needs of the new era. Emotional mobilization can shape brand image, promote digital transformation, and maintain consumers’ sense of identity with China’s time-honored brands. Allowing consumers to personally participate in the construction of the connotation of China’s time-honored brands is conducive to preventing one-sided interpretation and stereotyping.