数字技术赋能百年老字号青岛啤酒价值运营管理研究

Research on the Value Operation Management of the Century-Old Time-Honored Brand Tsingtao Brewery Enabled by Digital Technology

摘要: 作为一个拥有121年历史的知名品牌，青岛啤酒在中国乃至全球啤酒市场中占据着举足轻重的地位。面对日益激烈的市场竞争和消费者需求的多元化，青岛啤酒在数字经济时代通过数字化转型实现了从传统酿造向智能制造的跨越式发展，在生产效率、用户运营、文化创新等方面取得显著成效。成为传统制造业转型升级的标杆。本文从外部驱动、内部需求这两个方面，深入探讨青岛啤酒数字化转型的动因，阐述数字技术赋能对百年老字号青岛啤酒价值运营的影响，进一步探究数字技术赋能百年老字号青岛啤酒价值运营管理路径。

Abstract: As a heritage brand with 121 years of history, Tsingtao Brewery holds a pivotal position in both Chinese and global beer markets. In the face of intensifying market competition and diversified consumer demands, Tsingtao Brewery has achieved a transformative leap from traditional brewing to intelligent manufacturing through digital transformation in the digital economy era, yielding remarkable results in production efficiency, consumer engagement, and cultural innovation, thereby establishing itself as a benchmark for traditional manufacturing transformation. This paper investigates the driving forces behind Tsingtao Brewery’s digital transformation through a dual perspective of external drivers and internal demands. It systematically analyzes the impacts of digital technology empowerment on the operational management of this century-old enterprise, and further explores implementation pathways for digital technology-enabled operational management in legacy brands.