In the wave of digital economy,the shaping and promotion of an enterprise brand image presents new characteristics.We employed the SIVA(Solutions,Information,Value,and Access)model to conduct a longitudinal case study of Xiaomi from 2010 to 2022.The results showed that digital marketing had an impact on the brand image of the enterprise at different developmental stages from four aspects:understanding of cus-tomers'needs,information acquisition,value sharing,and purchasing channels.To guide enterprises to fully leverage the role of digital means,corresponding digital economy norms and standards should be formulated targeting different developmental stages such as market entry,market expansion,and market stability.A com-prehensive digital supervision system should be built to address false information on digital platforms.The col-laboration with industrial associations should be promoted to develop industrial self-discipline regulations for safeguarding public interests and market order.The support for the research and innovation of digital technolo-gies should be improved to create more advanced digital platforms.In response to the information fragmenta-tion and scattered consumer attention in the digital economy era,enterprises should establish exclusive plat-forms to foster first-class and world-class brands.
Digital EconomyEnterprise Brand ImageCase StudySIVA Theory
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