刘卓,苗深翔.基于AIGC的天津工业老字号品牌数字化转型策略研究[J].包装工程,2025,46(2):216-225, 294. |
基于AIGC的天津工业老字号品牌数字化转型策略研究 |
Digital Transformation Strategies for Time-honored Industrial Brands in Tianjin Based on AIGC |
投稿时间:2024-08-15 |
DOI:10.19554/j.cnki.1001-3563.2025.02.019 |
中文关键词: 数字化转型 生成式人工智能(AIGC) 老字号品牌 TOE分析模型 |
英文关键词: digital transformation Artificial Intelligence Generated Content (AIGC) time-honored brands TOE analysis model |
基金项目:天津市艺术科学规划项目(B24024) |
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中文摘要: |
目的 助力老字号品牌数字化转型,构建AIGC背景下品牌数字化转型策略,增强市场竞争力并优化消费者体验。方法 通过案例分析法、TOE框架分析法对天津工业老字号品牌数字化转型所需的数字技术、组织结构与发展环境进行客观分析;通过案例分析法对AIGC在品牌数字化转型的作用方面加以总结,并说明其适用性与局限性。结果 通过TOE框架分析数字技术与天津工业老字号品牌创新的关系。结合国内外百年品牌数字化成果与案例分析,提出基于AIGC技术的天津工业老字号品牌数字化转型策略,为其他品牌提供参考。结论 数字化转型对天津工业老字号品牌来说是一次重要的发展机遇,不仅可以提升自身实力和竞争力,还可以为消费者带来更优质的体验和服务,从而提升我国优秀传统品牌的影响力。 |
英文摘要: |
The work aims to facilitate the digital transformation of time-honored brands, construct a digital transformation strategy for brands in the context of AIGC, enhance the market competitiveness, and optimize the consumer experience. Through case analysis and TOE framework analysis, an objective analysis was conducted on the digital technologies, organizational structures, and development environments required for the digital transformation of time-honored industrial brands in Tianjin. The role of AIGC in the digital transformation of brands was summarized through case analysis, and its applicability and limitations were explained. The relationship between digital technologies and the innovation of time-honored brands in Tianjin was analyzed through the TOE framework. Combined with the digitalization achievements and case analyses of century-old brands in China and abroad, a digital transformation strategy for time-honored brands in Tianjin was proposed based on AIGC technology to provide references for other brands. Digital transformation is an important development opportunity for time-honored brands in Tianjin. It can not only enhance their own strength and competitiveness, but also bring better experiences and services to consumers, thereby enhancing the influence of China's outstanding traditional brands. |
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