技术赋能：数字时代用友品牌创新之路
案例编号：
CN_2022QT_6133
被浏览次数：
4061
案例名称：
技术赋能：数字时代用友品牌创新之路
译名：
Technology Empowerment: The Road of Brand Innovation for yonyou in the Digital Era
案例作者：
俞明轩，潘璇，柯惠玲，扈光远，鱼子涵
作者单位：
中国人民大学商学院
译者：
-
案例企业：
用友网络科技股份有限公司
行业：
信息技术产业
学科领域：
数字化转型、市场营销 、创业与创新、其他
规模：
大型
案例语种：
中文
案例类型：
决策型
中文关键词：
品牌创新；技术赋能；产品创新；数字化；2021百优
英文关键词：
Brand equity,Brand innovation,Technical empowerment,Brand communication,Digitization
中文摘要：
用友自1988年创建以来，从财务软件起家，成长为企业管理软件、云服务、金融服务提供商，始终践行“用户之友、持续创新、专业奋斗”的核心价值观，持续进行企业品牌创新，服务企业数智化转型，支撑企业商业创新。随着数字时代的到来，用友旗下产品技术迭代加快，种类逐渐增加，目标市场不断扩大，品牌创新面临新的挑战。未来用友品牌创新路径如何，席卷全球的疫情又为用友品牌战略发展带来了怎样的机遇与挑战？本案例以品牌创新为主线，以技术赋能为切入点，涵盖产品与管理创新、品牌传播维度，通过描述用友品牌创新的策略和举措，启发关于企业运用新一代数字与智能技术进行品牌创新的深入思考。
英文摘要：
Since its establishment in 1988, yonyou has practiced the core values of “friend of users, continuous innovation and professional struggle”, and continuously carried out enterprise brand innovation. Starting from financial software, yonyou has grown into a provider of software for enterprises and public organizations, cloud service and financial service, serving the digital intelligent transformation of enterprises and supporting their business innovation. With the advent of the digital economy era, the technical iteration of yonyou’s products is accelerated, the categories are gradually increased, the target market is expanded, and brand innovation is faced with new challenges. What is the path of brand innovation for yonyou in the future and what opportunities and challenges does the epidemic sweeping the world bring to its brand strategy? With brand innovation as the main line and technology empowerment as the entry point, this case covers the dimensions of product and management innovation and brand communication. By describing the brand innovation strategies and measures of yonyou, it inspires deep thinking about the enterprise’s brand innovation through new generation of digital and intelligent technology.
适用对象：
学术硕士、专业硕士，EE
编写方式：
采编
开发时间：
2021
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