在数字经济时代背景下,企业数字化转型受到学者的广泛关注,并从不同的视角研究对其产生影响的因素。尽管当前国内外学者对于企业数字化转型的研究较为丰富,但研究的发展脉络和概念界定并不清晰。鉴于此,本文重点对近年的数字化转型的主要文献进行了梳理,对其概念进行界定,并对文献进行述评,为今后的研究提出展望,以期为该领域未来的研究提供参考。In the context of the digital economy, the digital transformation of enterprises has received extensive attention from scholars, and the factors affecting it have been studied from different perspectives. Although scholars at home and abroad have abundant research on enterprise digital transformation, the development context and concept definition of research are not clear. In view of this, this paper focuses on sorting out the main literature on digital transformation in recent years, defining its concepts, and reviewing the literature, so as to provide prospects for future research, in order to provide reference for future research in this field.
我国的体育产业随着国民经济的持续增长新浪潮,迅猛发展。本文先是对鸿星尔克的基本情况作了介绍,接着分析了它的市场营销策略,还运用SWOT分析方法对该企业的优势、劣势、机遇和威胁展开了探讨。研究结果显示,鸿星尔克存在诸多问题,比如产品目标市场不清晰、产品创新不足,过度依赖情怀营销。基于这些问题,本文提出了相应的建议,包括选择核心目标市场、加强研发、提升品牌影响力、整合多种销售渠道以及改善品牌形象等,目的是全面掌握鸿星尔克的市场营销现状,进而为我国体育用品企业的发展提供借鉴。China’s sports industry has developed rapidly with the new wave of continuous growth of the national economy. This article first introduces the basic situation of Erke, then analyzes its marketing strategy, and uses SWOT analysis to discuss the strengths, weaknesses, opportunities and threats of the company. The results of the study show that Hongxing Erke has many problems, such as an unclear product target market, insufficient product innovation, and excessive reliance on emotional marketing. Based on these problems, this paper puts forward corresponding suggestions, including selecting the core target market, strengthening research and development, enhancing the brand influence, integrating multiple sales channels and improving brand image, etc., in order to fully grasp the marketing status of Hongxing Erke, and then provide a reference for the development of China’s sporting goods enterprises.
