Research on the Path and Strategy of the Empowering Time-honored Brand Consumption Scenarios through Digital Transformation:A Case of Liwan District in Guangzhou
Chen Yifan, Chen Jiaqi, He Shaoying, Liang Zhuohua
Abstract:In the long-term business activities, time-honored brands have not only become unique cultural landscapes and commercial venues in the city, but also formed a regional and collective memory of it. However, with the rapid development of the digital economy and technology, the operation of the traditional time-honored brands is facing problems such as insufficient innovation motivation and restricted consumption scenarios, etc. This study selected 31 time-honored brands in Liwan District, Guangzhou City as the research objects. Based on the theory of scenario consumption, it explores the needs of consumers in various innovative consumption scenarios and the difficulties faced by the digital transformation of time-honored brand consumption scenarios through such methods as on-site interviews, questionnaire surveys,and social media dataanalysis. From digital resource integration, digital experience expansion,and digital consumption scenario construction, it proposed strategies for the digital upgrading of time-honored brand consumption scenarios, aiming at providing decision-making assistance for the upgrading and renovation of those time-honored blocks.
Key words: time-honored brands; consumer scenarios; digital transformation;Guangzhou
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