摘要
在全球化推进和技术创新的发展背景下,现代市场环境的快速变化对传统品牌管理策略提出了新的挑战,传统品牌管理策略难以适应现代市场变化的需求,企业亟需在数字化转型中探索新的营销策略。该文描述了动态品牌管理在白酒企业数字化转型中的应用现状,简单介绍了白酒行业中动态品牌管理的数字化转型挑战及意义,从深化白酒企业私域运营能力、构建全域消费者运营能力、采取优惠价格激励策略发展宴席业务、创新白酒数字化营销方式、利用大数据技术和互联网平台实现精准营销方面提出动态品牌管理在白酒企业数字化转型中的策略调整建议,以帮助白酒企业适应快速变化的市场环境,提高品牌的市场适应性和消费者忠诚度。
Under the development background of globalization advancement and technological innovation,the rapid changes in the modern market environment have posed new challenges to traditional brand management strategies,which are difficult to adapt to the changing needs of the modern market,and enterprises urgently need to explore new marketing strategies in digital transformation.In this article,the current situation of the application of dynamic brand management in the digital transformation of Baijiu enterprises was described,the challenges and significance of the digital transformation of dynamic brand management in the Baijiu industry were briefly introduced,and suggestions for the strategic adjustment of dynamic brand management in the digital transformation of Baijiu enterprises were put forward from the aspects of deepening the private domain operation capability of Baijiu enterprises,building the global consumer operation capability,adopting preferential price incentive strategy to develop banquet business,innovating Baijiu digital marketing methods,and using big data technology and internet platform to achieve precision marketing,so as to help Baijiu enterprises adapt to the rapidly change market environment,improve the brand's market adaptability and consumer loyalty.
作者
王振涛
黄廷学
张权
WANG Zhentao;HUANG Tingxue;ZHANG Quan(Department of Business Administration,Moutai Institute,Zunyi 564500,China;School of Political and Economic Management,Guizhou Minzu University,Guiyang 550000,China;College of Management,Zhaotong University,Zhaotong 657000,China)
出处
《中国酿造》
北大核心
2025年第8期293-296,共4页
China Brewing
基金
贵州省高校人文社会科学研究项目(2024RW94)。
关键词
数字化转型
动态品牌管理
白酒
市场策略
digital transformation
dynamic brand management
Baijiu
marketing strategy
作者简介
王振涛(1984-),男,副教授,硕士,研究方向为企业管理及数字营销;通讯作者:张权(1971-),男,副教授,博士,研究方向为企业管理。
