基于媒介融合的品牌数字化策略研究综述

Overview of Brand Digital Strategy Based on Media Fusion

中文关键词: 品牌数字化  设计管理  综述评价  方法研究

英文关键词: brand digitization  design management  review and evaluation  method study

中文摘要:

      目的 数字化是品牌竞争优势的重要来源也是品牌生存发展的关键，而数字化的渗透力和品牌研究的交叉性、系统性，使品牌数字化研究边界流动、主题庞杂，不利于对实践进行指导。方法 从利益相关者的数字化管理、数字决策支持系统的构建、数字化中的品牌组合及数字化销售和营销4个方面，对品牌数字化研究脉络和成果进行梳理与评价。结果 对利益相关者的数字化结构职权、数字决策支持系统的多类型信息分析、数字品牌组合中的子品牌关系、数字营销和销售中的设计管理等方面的研究不足。结论 品牌数字化凸显了设计、管理、信息等多学科融合发展的趋势。国内外学者在传统的品牌构建的基础上，考虑了数字环境特征，研究了品牌数字化的独立渠道。未来研究应将品牌数字化当作一个完整的动态过程，综合考虑各方及路径节点，并将大数据渗透其中。

英文摘要:

      Digitization is a crucial source of the competitive edge of a brand and simultaneously the crux of its survival and development. Nevertheless, the permeability of digitization, as well as the intersectionality and the systematicness of the brand research have led to boundary flow and excessive complexity of the subject, which make it disadvantageous for the guidance of practice. This paper analyzes and evaluates the brand digitization research context and results in mainly four aspects including digital management of stakeholders, the construction of the digital decision support system, the brand combination in digitization,the digital sale and marketing.It turns out that there are still deficiencies in the previous researches, specifically in digital structure authority of stakeholders, multi-type information analysis of digital decision support system, sub-brand relationship in digital brand combination, design management in digital marketing and sales.Brand digitization highlights the trend of multi-disciplinary integration of design, management, information and other related subjects. Scholars at home and abroad have comprehensively considered the characteristics of digital environment based on traditional brand construction and simultaneously studied the independent channel of brand digitization. Accordingly, brand digitization ought to be perceived as a complete dynamic process in the future research with integrated consideration of every aspect and path node, concurrently blending in the technology of big data.