电子商务时代老字号企业品牌的数字转型策略研究——以恒顺香醋为例
Research on the Digital Transformation Strategy of Time-Honored Enterprise Brands in the Era of E-Commerce—Taking Hengshun Vinegar as an Example

在电子商务与社交媒体主导的数字化时代，老字号企业面临品牌传播与市场竞争的双重挑战。以镇江恒顺醋业为研究对象，探讨其在互联网营销环境下的转型升级。通过分析现有老字号企业品牌营销存在的问题，在数字化技术对消费者行为和信息获取方式的深刻影响下，结合微信、抖音等社交媒体平台的传播特性，老字号企业如何通过创新策略持续吸引用户关注并增强品牌影响力。研究聚焦恒顺香醋的发展历程与现状，总结其在数字时代品牌建设的实践经验，为传统老字号企业适应市场变革、优化营销策略提供参考，助力其在数字化浪潮中实现可持续发展。
In the digital era dominated by e-commerce and social media, time-honored enterprises are facing the dual challenges of brand communication and market competition. Taking Zhenjiang Hengshun vinegar industry as the research object, the transformation and upgrading of Zhenjiang Hengshun vinegar industry in the Internet marketing environment was discussed. By analyzing the existing problems in the brand marketing of time-honored enterprises, under the profound impact of digital technology on consumer behavior and information acquisition methods, combined with the communication characteristics of social media platforms such as WeChat and TikTok, how can time-honored enterprises continue to attract users’ attention and enhance brand influence through innovative strategies. The study focuses on the development process and current situation of Hengshun balsamic vinegar, summarizes its practical experience in brand building in the digital era, and provides a reference for traditional time-honored enterprises to adapt to market changes and optimize marketing strategies, so as to help them achieve sustainable development in the digital wave.