新消费时代地域特色食品品牌数字化转型路径研究——以嘉华鲜花饼为例

Research on the Digital Transformation Pathways of Regional Characteristic Food Brands in the New Consumption Era—A Case Study of Jiahua Fresh Flower Cake

摘要: 本文以嘉华鲜花饼为案例，探究新消费时代地域特色食品品牌的数字化转型路径。研究显示，此类品牌转型面临数据孤岛、资源约束及创新同质化等挑战。嘉华通过构建“政策–文化–生态”三元协同框架，内部实现数据驱动的敏捷供应链升级，外部借助AR场景化体验与用户共创强化文化赋能，依托产业链纵向整合与区域横向协同激活生态红利，形成“文化驱动–全渠道运营–敏捷供应链–用户共创”四维路径模型。研究为同类品牌提供了可复用的转型范式，丰富了新消费与品牌管理交叉领域的理论内涵。

Abstract: This paper takes Jiahua Flower Cake as a case to explore the digital transformation path of regional characteristic food brands in the new consumption era. It is found that such brands face challenges like data silos, resource constraints and homogeneous innovation in digital transformation. By building a “policy-culture-ecology” ternary collaborative framework, Jiahua has upgraded its data-driven agile supply chain internally, strengthened cultural empowerment through AR scenario-based experience and user co-creation externally, and activated ecological dividends via vertical integration of the industrial chain and regional horizontal collaboration, forming a four-dimensional path model of “culture-driven, omni-channel operation, agile supply chain and user co-creation”. The research provides a reusable transformation paradigm for similar brands and enriches the theoretical connotation in the interdisciplinary field of new consumption and brand management.