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| Research on the Innovative Path of Digital Management for Service Brands: A Case Study of Country Garden Smart Communities |
| ZHAO Hong，ZHANG Jingyi，YAO Ge，ZHANG Yingli |
| University of Chinese Academy of Sciences, Beijing, China |
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Abstract Taking Country Garden’s smart community as the research object, and based on the “motivation—behavior—outcome”analysis framework, this research explores the digital management innovation path of service brands in the context of digital empowerment. The results show that the digital management innovation path of smart community service brands follows a three-stage pattern: the motivation stage driven by pressure and challenge identification; the action stage focusing on digital empowerment, ecosystem construction, and value co-creation; and the result stage where outcomes emerge, reflecting management innovation. Digital empowerment promotes the ecological synergy effect in service brand management innovation by linking stakeholders and forming a highly collaborative innovation ecosystem that enhances market adaptability and sustainable innovation potential. The innovation path possesses modularity and scalability, allowing firms to deconstruct and reorganize key elements, thereby achieving flexible responses and cross-industry replication.
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Received: 11 August 2024
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