摘 要
随着数字化转型的深入推进，品牌与消费者之间的互动方式发生深刻变革，传统品牌忠诚度构建模式面临挑战。本研究旨在探讨数字化环境下品牌忠诚度的重塑机制及其提升路径，通过整合大数据分析、消费者行为理论和案例研究方法，系统剖析了数字化技术对品牌忠诚度的影响机理。研究选取多个行业代表性企业作为样本，运用定量与定性相结合的方式，揭示了数字化工具在增强消费者参与、优化体验感知及强化情感联结中的关键作用。结果表明，基于数据驱动的个性化服务和场景化营销显著提升了品牌忠诚度，而社交平台的互动功能则进一步巩固了消费者的长期承诺。本研究的创新点在于提出了一种融合技术赋能与情感价值的品牌忠诚度评估框架，并为企业在数字化转型中制定精准营销策略提供了理论支持与实践指导，从而为企业实现可持续竞争优势奠定了基础。
关键词：品牌忠诚度；数字化转型；个性化服务
Abstract
With the deepening of digital transformation, the interaction between brands and consumers has undergone profound changes, posing challenges to traditional brand loyalty construction models. This study aims to explore the reshaping mechanism and enhancement pathways of brand loyalty in a digital environment by integrating big data analytics, consumer behavior theory, and case study methodologies to systematically analyze the impact mechanisms of digital technologies on brand loyalty. Multiple representative enterprises across various industries were selected as samples, and a combination of quantitative and qualitative approaches was employed to reveal the critical role of digital tools in enhancing consumer engagement, optimizing experiential perception, and strengthening emotional connections. The findings indicate that data-driven personalized services and scenario-based marketing significantly improve brand loyalty, while the interactive functions of social platforms further reinforce long-term consumer commitment. The innovation of this study lies in proposing an evaluation fr amework for brand loyalty that integrates technological empowerment with emotional value, providing theoretical support and practical guidance for businesses to develop precise marketing strategies during digital transformation, thereby laying the foundation for achieving sustainable competitive advantages.
Keywords: Brand Loyalty；Digital Transformation；Personalized Service
目 录
引言 1
一、数字化转型对品牌忠诚度的影响 1
（一）数字化转型的核心特征 1
（二）品牌忠诚度的内涵演变 2
（三）转型对忠诚度的挑战与机遇 2
二、数据驱动的品牌忠诚度重塑策略 2
（一）用户行为数据的分析与应用 2
（二）个性化服务的设计与实施 3
（三）忠诚度计划的数字化升级 3
三、技术赋能的品牌互动体验优化 4
（一）数字技术在品牌互动中的作用 4
（二）沉浸式体验的设计与实践 4
（三）社交媒体对忠诚度的影响 5
四、数字化背景下品牌忠诚度的评估与提升 5
（一）忠诚度评估指标体系构建 5
（二）数据反馈机制的建立与完善 6
（三）忠诚度提升的长期策略 6
结 论 6
致 谢 8
参考文献 9
