摘要
本文通过分析数字化转型的必要性、老字号食品品牌的文化价值以及数字化对传承与创新的促进作用,揭示老字号食品企业面临的转型挑战与机遇.通过剖析山西老字号食品企业在数字化转型、品牌老化、产品与服务创新以及渠道与营销等方面的问题,提出加强信息化建设、利用数字技术优化生产流程、开展线上销售、品牌重塑与文化传播、产品与服务创新以及渠道多元化与精准营销等措施,旨在助力山西老字号食品企业焕发新生,实现可持续发展.
Abstract
This paper analyzes the necessity of digital transformation,the cultural value of time-honored food brands,and the role of digitalization in promoting inheritance and innovation,and reveals the transformation challenges and opportunities faced by time-honored food enterprises.By analyzing the problems of Shanxi time-honored food enterprises in digital transformation,brand aging,product and service innovation,channel and marketing,etc.,this paper proposes measures such as strengthening information construction,using digital technology to optimize production processes,carrying out online sales,brand remodeling and cultural communication,product and service innovation,channel diversification and precision marketing,etc.,aiming to help Shanxi time-honored food enterprises rejuvenate and achieve sustainable development.
维普
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