白酒行业数字化转型的标杆实践——泸州老窖灯塔工厂落地的事件反应与路径研究

A Benchmark Practice of Digital Transformation in the Baijiu Industry--An Event Response and Pathway Study on the Implementation of Luzhou Laojiao Lighthouse Factory

摘要

数字化转型是传统白酒行业突破存量竞争、实现高质量发展的核心路径，探究其落地实践的市场反应与内在机制对其转型升级具有标杆参考价值。本文以白酒行业首家灯塔工厂泸州老窖智能包装中心为研究对象，采用事件研究法分析其短期市场反应，并结合项目实践成果剖析转型机制。研究表明，泸州老窖灯塔工厂落地事件的短期市场反应呈现先谨慎后认可的特征，数字化转型对企业市场价值具有正向作用；其灯塔工厂高端化、智能化、绿色化的三维发展路径为白酒行业数字化转型落地提供了可借鉴的方案。

Abstract

Digital transformation is the core path for the traditional Chinese liquor industry to break through the competition of existing market share and achieve high-quality development. Exploring the market response and internal mechanism of its implementation has benchmark reference value for the industry’s transformation and upgrading. This paper takes the intelligent packaging center of Luzhou Laojiao, the first lighthouse factory in the liquor industry, as the research object, uses the event study method to analyze its short-term market response, and combines the project practice results to analyze the transformation mechanism. The research shows that the short-term market response to the implementation of the Luzhou Laojiao lighthouse factory event first shows caution and then acceptance, and digital transformation has a positive effect on the market value of enterprises. Its three-dimensional development path of high-end, intelligent and green for the lighthouse factory provides a referenceable solution for the implementation of digital transformation in the liquor industry.

关键词

白酒行业 / 数字化转型 / 灯塔工厂 / 事件研究法

Key words

Liquor industry / Digital transformation / Lighthouse factory / Event study method

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