数字经济驱动下PD公司品牌价值提升策略研究

Research on Brand Value Enhancement Strategies of PD Company Driven by the Digital Economy

摘要: 在数字经济蓬勃发展的时代背景下，技术革新与消费模式的深刻变迁正在不断重塑各行业的竞争格局，宠物用品行业也由传统的产品导向逐步迈向数据驱动与品牌体验并重的新阶段，同时消费者也开始关注宠物品牌所带来的情绪价值和数字服务体验。面对市场环境的快速变化与行业竞争的加剧，宠物用品公司亟需依托数字技术手段来实现品牌价值的系统性提升。为此本文在数字经济的视角下探讨PD公司的品牌现状，并提出强化创新研发驱动、推进智能制造升级、完善数智营销体系及健全服务响应机制提升策略，以期通过数字化工具的科学合理应用使企业实现品牌差异化塑造、增强用户粘性，还可构建数据驱动的品牌价值增长机制，从而提升品牌的市场竞争力与可持续发展能力。

Abstract: Against the backdrop of the booming digital economy, technological innovation and the profound transformation of consumption patterns are continuously reshaping the competitive landscape across industries. The pet products industry is likewise evolving from a traditional product-oriented model to one that emphasizes both data-driven operations and brand experience. Meanwhile, consumers have begun to focus more on the emotional value and digital service experience that pet brands deliver. In response to the rapidly changing market environment and intensifying industry competition, urgently needs to leverage digital technologies to achieve a systematic enhancement of its brand value. From the perspective of the digital economy, this study examines the current status of PD’s brand development and proposes targeted strategies, including strengthening innovation-driven research and development, promoting intelligent manufacturing upgrades, improving the digital marketing system, and optimizing service response mechanisms. By scientifically and effectively applying digital tools, the company can not only shape brand differentiation and enhance customer loyalty but also build a data-driven brand value growth mechanism, thereby improving its market competitiveness and achieving sustainable development.