老字号品牌数字化营销策略研究——以五芳斋为例

Research on Digital Marketing Strategies of Time-Honored Brands—Taking Wufangzhai as an Example

摘要: 在数字经济时代，老字号品牌面临品牌老化、年轻消费者流失与市场竞争加剧等多重挑战，亟需通过数字化转型实现“守正创新”。本文以五芳斋为研究对象，首先剖析老字号品牌营销存在的普遍问题，随后探究五芳斋数字化营销的具体策略，从而揭示数字化营销对老字号品牌的重要意义。研究发现，五芳斋通过率先电商化、打造“五芳影业”、开展跨界联名、运用AI带货以及开拓第二增长曲线等具体策略让品牌焕发新生。数字化营销对老字号品牌的转型具有重要意义：不仅能帮助老字号提高营销针对性，还重构并且加深了品牌与年轻消费者的情感连接，推动了传统文化与现代消费融合，从而实现品牌的可持续发展。

Abstract: In the era of the digital economy, time-honored brands are facing multiple challenges such as brand aging, loss of young consumers, and intensified market competition, urgently requiring “upholding integrity while innovating” through digital transformation. Taking Wufangzhai as the research object, this paper first analyzes the common problems in the marketing of time-honored brands, then explores the specific strategies of Wufangzhai’s digital marketing, and thereby reveals the significance of digital marketing for time-honored brands. The study finds that Wufangzhai has rejuvenated its brand through specific strategies such as being the first to adopt e-commerce, creating “Wufang Film Industry”, launching cross-border co-branding campaigns, using AI live-streaming for sales, and opening up a second growth curve. Digital marketing is of great significance for the transformation of time-honored brands: it not only helps them improve the pertinence of marketing but also rebuilds and deepens the emotional connection with young consumers, promotes the integration of traditional culture and modern consumption, and thus achieves sustainable brand development.