摘 要
随着数字化技术的迅猛发展，传统品牌管理面临前所未有的挑战与机遇，本研究旨在探讨数字化营销对传统品牌管理的冲击及其融合路径。通过文献分析、案例研究和问卷调查相结合的方法，本研究选取多个行业代表性品牌作为样本，深入剖析数字化营销在品牌传播、消费者互动及价值创造等方面的独特作用。研究发现，数字化营销显著改变了传统品牌管理的核心逻辑，尤其是在精准定位、实时反馈和个性化服务方面展现出独特优势。然而，传统品牌管理中的文化积淀与品牌忠诚度仍具有不可替代的价值。本研究提出“双轨融合”模式，即通过整合数字化工具与传统品牌管理策略，实现品牌价值的持续提升。研究创新点在于首次系统性构建了数字化营销与传统品牌管理的融合框架，并为品牌管理者提供了具体可行的操作建议，为理论研究与实践应用提供了重要参考。
关键词：数字化营销；传统品牌管理；双轨融合
Abstract
With the rapid development of digital technology, traditional brand management is facing unprecedented challenges and opportunities. This study aims to explore the impact of digital marketing on traditional brand management and the pathways for their integration. By employing a combination of literature analysis, case studies, and questionnaire surveys, this research selects representative brands from multiple industries as samples to conduct an in-depth analysis of the unique roles of digital marketing in brand communication, consumer interaction, and value creation. The findings indicate that digital marketing has significantly altered the core logic of traditional brand management, demonstrating distinct advantages in areas such as precise targeting, real-time feedback, and personalized services. Nevertheless, the cultural heritage and brand loyalty inherent in traditional brand management remain irreplaceable. This study proposes a "dual-track integration" model, which involves combining digital tools with traditional brand management strategies to achieve continuous enhancement of brand value. The innovation of this research lies in its systematic construction of a fr amework for integrating digital marketing with traditional brand management, providing brand managers with specific and actionable recommendations that serve as crucial references for both theoretical research and practical application.
Keywords: Digital Marketing；Traditional Brand Management；Dual-track Integration
目 录
一、绪论 1
（一）数字化营销与传统品牌管理的背景分析 1
（二）研究现状与理论基础概述 1
二、数字化营销对传统品牌管理的冲击分析 1
（一）品牌传播方式的转变与挑战 2
（二）消费者行为模式的变化及其影响 2
（三）数据驱动决策对传统管理的颠覆 3
三、传统品牌管理在数字化时代的适应策略 3
（一）品牌定位重塑与数字化工具的应用 3
（二）跨渠道整合营销的实践路径 4
（三）用户体验优化与品牌忠诚度提升 4
四、数字化营销与传统品牌管理的融合探索 5
（一）技术赋能下的品牌价值共创 5
（二）数据隐私保护与品牌信任构建 5
（三）可持续发展视角下的融合路径 6
结 论 6
致 谢 7
参考文献 8
