數字化轉型賦能老字號消費場景的路徑與策略研究一以廣州市荔灣區爲例

數字化轉型賦能老字號消費場景的路徑與策略研究一以廣州市荔灣區爲例
Research on the Path and Strategy of the Empowering Time-honored Brand Consumption Scenarios through Digital Transformation:A Case of Liwan District in Guangzhou

作者: 陳奕帆 陳佳琪 何韶穎 梁卓華

关键词: 老字號；消費場景；數字化轉型；廣州市 time-honored brands; consumer scenarios; digital transformation;Guangzhou

摘要:老字號品牌在長期的經營活動中，不僅成爲城市中獨具特色的文化景觀和商業經營場所，也形成地域性獨特的城市集體記憶。然而隨着數字經濟和技術的飛速發展，傳統老字號的經營也普遍存在創新動力不足、消费場景單一等問題。本研究選取廣州市荔灣區31家老字號爲研究對象，以場景消費理論爲基礎，通過實地訪談、問卷調查以及社交媒體數據分析等方法，探索消费者對各類創新型消費場景的需求以及老字號消費場景數字化轉型面臨的難點，從數字資源整合、數字體驗拓展、數字消費場景建設等三個維度提出老字號消費場景數字化升級的策略。

Abstract:In the long-term business activities, time-honored brands have not only become unique cultural landscapes and commercial venues in the city, but also formed a regional and collective memory of it. However, with the rapid development of the digital economy and technology, the operation of the traditional time-honored brands is facing problems such as insufficient innovation motivation and restricted consumption scenarios, etc. This study selected 31 time-honored brands in Liwan District, Guangzhou City as the research objects. Based on the theory of scenario consumption, it explores the needs of consumers in various innovative consumption scenarios and the difficulties faced by the digital transformation of time-honored brand consumption scenarios through such methods as on-site interviews, questionnaire surveys,and social media dataanalysis. From digital resource integration, digital experience expansion,and digital consumption scenario construction, it proposed strategies for the digital upgrading of time-honored brand consumption scenarios, aiming at providing decision-making assistance for the upgrading and renovation of those time-honored blocks.

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