Abstract:

New normal and supply side change accompany with several problems, especially when brand utilizws digitalization tool and customization concept to realize brand evolution. By 100 pre-test questionnaires, deeply talking and focus on group survey, an evaluation system on brand digiatlization and customization containing 4 secondary indexes and 18 third level indexes was built. After second time questionnaire data collection, the core elements, sub-core elements and outside elements for digitalization and customization brand were clarified. Affter analysis on target level, strategy level, tactic level and supply level, digitalization and customization brand model wrere constructed finally, which woll be helpful to recognize customer needs and wants more accurately, and cater to customization and digitalization demand of target constumer. By correspindence analysis by use of digitalization and customization brand model, zone group and flow path, the pathway to realize brand evolution was discussed.

Key words: digitalzation, customization, evaluation system, brand element, evolution pathway