商品描述
The rise of the Internet, social media, mobile technology, IoT, artificial intelligence (AI), and Web3 has fundamentally transformed how brands engage with consumers--enabling smarter marketing capabilities, personalized user interactions, and exponential growth in revenue, influence, and data value. This book introduces the concept of Brand Digital Intelligence, a two-step framework that helps brands thrive in the digital age through digital transformation and intelligent marketing. Structured around a digital transformation roadmap, the book explores how organizations can build robust digital infrastructure, foster active user participation, and turn consumers into long-term value contributors. Key topics include marketing innovation, platform business models, consumer journey design, online communities, smart stores, mobile applications, AI-powered marketing, and decentralized brand strategies enabled by Web3. The book calls for a paradigm shift from traditional campaign-based marketing to intelligent, data-driven ecosystems, where private domains, users, and data become core strategic assets--powered by algorithmic decision-making and compounding flywheel effects that drive sustained growth and engagement. Extending this evolution, the book illustrates how AI-driven brand ecosystems in the Web2 era naturally progress toward autonomous, community-driven organizations in the Web3 world, enabled by tokenized incentives, digital ownership, and co-created value. Combining strategic frameworks, real-world case studies, and actionable insights, this book is an essential guide for marketing professionals, technology leaders, entrepreneurs, and investors seeking to master the next frontier of AI and Web3-powered brand transformation.
商品描述(中文翻譯)
隨著網際網路、社交媒體、行動技術、物聯網（IoT）、人工智慧（AI）和Web3的興起，品牌與消費者之間的互動方式發生了根本性的變化——使得更智慧的行銷能力、個性化的用戶互動以及收入、影響力和數據價值的指數增長成為可能。本書介紹了品牌數位智慧（Brand Digital Intelligence）的概念，這是一個兩步驟的框架，幫助品牌在數位時代中通過數位轉型和智慧行銷蓬勃發展。本書圍繞數位轉型路線圖結構，探討組織如何建立穩健的數位基礎設施、促進用戶的積極參與，並將消費者轉變為長期價值的貢獻者。
主要主題包括行銷創新、平台商業模式、消費者旅程設計、線上社群、智慧商店、行動應用程式、AI驅動的行銷，以及由Web3所賦能的去中心化品牌策略。本書呼籲從傳統的以活動為基礎的行銷轉向智慧的、數據驅動的生態系統，在這裡，私域、用戶和數據成為核心戰略資產——由算法決策和不斷增長的飛輪效應驅動，促進持續的增長和參與。延伸這一演變，本書說明了在Web2時代由AI驅動的品牌生態系統如何自然地向Web3世界中的自主、社群驅動組織進展，這一切都得益於代幣化的激勵、數位擁有權和共同創造的價值。
結合戰略框架、真實案例研究和可行的見解，本書是行銷專業人士、技術領導者、企業家和投資者掌握AI和Web3驅動的品牌轉型下一個前沿的必備指南。
作者簡介
Baohong Sun, Ph.D. is the Dean's Distinguished Chair Professor of Marketing and Director of the AIxWeb3 Research Center at the Cheung Kong Graduate School of Business (CKGSB), China.Before joining CKGSB, she served as the Carnegie Bosch Chair Professor of Marketing at the Tepper School of Business, Carnegie Mellon University. She earned her Ph.D. in Economics from the University of Southern California, USA. Based in New York, USA, Professor Sun is a globally recognized scholar and thought leader in AI-driven marketing, Web3 business models, digital transformation, and brand intelligence. Her pioneering research explores how artificial intelligence, machine learning, and digital platforms reshape consumer behavior, marketing strategy, and business model innovation across industries such as consumer goods, finance, healthcare, e-commerce, and social media. Professor Sun's work has appeared in top-tier journals such as Marketing Science, Journal of Marketing Research, and Management Science. She serves on the Editorial Boards of Journal of Marketing Research, Marketing Science, and Journal of Marketing. Her papers have been nominated for the John D. C. Little Best Paper Award, Long-Term Impact Award by The INFORMS Society for Marketing Science, and she received the CART Research Frontier Award for Innovative Research at Carnegie Mellon University. A passionate educator, she has taught in Executive Education, EMBA, MBA, and PhD, and undergraduate programs across the United States, Europe, and Asia, receiving numerous accolades including the All-Star Teaching Award, Master of MBA Teaching, and the George Leland Bach Teaching Award. Beyond academia, Professor Sun serves on several boards of directors, and has advised Fortune 500 companies such as Bosch, IBM, Verizon, John Deere, PNC Bank, UPMC, Caterpillar, and Tsingtao Beer. Her insights have been featured in global media including The Economist, Financial Times, Wall Street Journal, New York Times, Bloomberg, and BBC. A frequent speaker at the World Economic Forum (Davos), she is also co-author of Customer-Centric Marketing: A Pragmatic Framework (MIT Press).
作者簡介(中文翻譯)
孫寶宏博士是中國長江商學院（CKGSB）市場營銷學院的院長特聘教授及AIxWeb3研究中心主任。在加入CKGSB之前，她曾擔任卡內基梅隆大學（Carnegie Mellon University）泰珀商學院的卡內基-博世市場營銷學教授。她在美國南加州大學獲得經濟學博士學位。
孫教授常駐美國紐約，是全球公認的學者及思想領袖，專注於人工智慧驅動的市場營銷、Web3商業模式、數位轉型及品牌智慧。她的開創性研究探討了人工智慧、機器學習及數位平台如何重塑消費者行為、市場營銷策略及商業模式創新，涵蓋消費品、金融、醫療保健、電子商務及社交媒體等行業。
孫教授的研究成果發表於頂尖期刊，如《Marketing Science》、《Journal of Marketing Research》和《Management Science》。她擔任《Journal of Marketing Research》、《Marketing Science》和《Journal of Marketing》的編輯委員會成員。她的論文曾獲提名為約翰·D·C·李特最佳論文獎及INFORMS市場科學學會的長期影響獎，並因其在卡內基梅隆大學的創新研究獲得CART研究前沿獎。
作為一位充滿熱情的教育者，她在美國、歐洲及亞洲的高管教育、EMBA、MBA、博士及本科課程中授課，並獲得多項榮譽，包括全明星教學獎、MBA教學大師獎及喬治·利蘭·巴赫教學獎。
除了學術界，孫教授還擔任多個董事會成員，並為包括博世、IBM、威瑞森、約翰·迪爾、PNC銀行、UPMC、卡特彼勒及青島啤酒等《財富》500強公司提供諮詢。她的見解曾在《經濟學人》、《金融時報》、《華爾街日報》、《紐約時報》、《彭博社》和BBC等全球媒體上報導。作為世界經濟論壇（達沃斯）的常客演講者，她也是《以客為尊的市場營銷：一個務實的框架》（MIT Press）的共同作者。
