Research on Enterprise Brand Construction in the Digital Economy from the Perspective of Platform Ecosystem and User Experience

DOI: https://doi.org/10.62517/jbm.202509502

Author(s)

Chong Nie*

Affiliation(s)

Baise University, Baise, Guangxi, China *Corresponding Author

Abstract

This paper aims to explore the pathways and mechanisms of enterprise brand construction under the background of the digital economy, with particular emphasis on the role of platform ecosystems and user experience. The study adopts a theoretical analysis approach, systematically reviewing relevant literature on the digital economy, platform ecosystems, and user experience, and then constructs an analytical framework for enterprise brand construction. The findings reveal that platform ecosystems, through resource integration, network effects, and collaborative innovation, provide enterprises with an open space for value co-creation in branding, while user experience plays a central driving role in shaping brand recognition, trust, and loyalty. Moreover, there is a significant interaction between platform ecosystems and user experience: user feedback further optimizes brand communication and platform resource allocation, thereby forming a dynamic mechanism for the evolution of brand value. The conclusions suggest that enterprises in the digital economy should fully leverage the advantages of platform ecosystems, optimize user experience, and achieve sustainable enhancement of brand value.

Keywords

Digital Economy; Platform Ecosystem; User Experience; Enterprise Brand Construction

References

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