数字化是奢品行业的未来吗?
Francisco Sanz-Lopez1, Rocío Gallego-Losada1, Antonio Montero-Navarro2
1Department of Financial Economy and Accountancy, Facultad de Ciencias de la Economía y de la Empresa, Universidad Rey Juan Carlos, Paseo de los Artilleros, s/n, 28032, Madrid, Spain.
Heliyon
|November 18, 2024
概括
奢品牌正在采用数字工具来实现客户参与和可持续性,但真正的数字化转型仍然是一个挑战. 将创新与核心价值观相平衡,对于未来奢品行业的成功至关重要.
科学领域:
- 商业和管理的管理.
- 信息系统信息系统信息系统
- 营销 营销 营销 营销 营销
背景情况:
- 第四次工业革命需要跨行业的数字化转型.
- 奢品行业在采用新技术,同时保持品牌遗产方面面临着独特的挑战.
研究的目的:
- 分析奢品行业的数字化转型趋势.
- 确定奢品市场数字化的主要驱动因素和挑战.
- 为驾数字转型的奢品公司提供战略见解.
主要方法:
- 对1991年至2022年间发表的236篇文章进行了图书统计分析.
- 从2022年到2024年研究的文献学合.
主要成果:
- 主要趋势包括增强客户参与度,旅游业的基于审查的反,通过创新创造价值,以及通过数字化实现可持续性.
- 许多奢品公司只是部分数字化运营,这表明全面的数字化转型存在差距.
- 奢品公司正在适应数字原生消费者,但很难平衡创新与品牌价值.
结论:
- 数字化转型是奢品行业竞争力和利能力的战略要求.
- 成功的数字化转型需要整合数字工具,同时保护核心品牌身份.
- 未来的研究应该探索更深入的整合策略和数字化对奢品牌的长期影响.
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