A Study Of Value Development On The Core Resources Of Digital Marketing Communication

The coming new digital era leads to a new digital marketing environment as well as new business models.Also the connecting and engaging communication characteristics make rich intangible digital marketing communication resource to be created out.With this background,the definition of traditional resource and its value have also substituted for traditional resource meaning of facilities,equipment,supply chain etc.new digital marketing resource has become the hottest target ones which firms,companies and brands are aiming to get.At the same time,firms also fully develop resource values,which contribute to their digital transformation a lot,to build fully functional digital platform and structure in companies or firms.During the resource evolution process,the original theories of resource-based view and marketing resource-based view do not play the guiding role and fit the digital trends anymore.New resource-based view featured on digital marketing communication should be created and developed,to classify resource value by resource categories,develop new value from resource as well as integrate all values together in order to build brand's sustainable competitive advantages.The paper will follow the theory of resource-based view raised by Wernerfelt,and develop on core resource value study,mainly 2 categories of user resource and date resource.By using the methodologies of theoretical analysis and Delphi,this paper will feature on the resource value development in principle,path,and strategy aspects.Then this paper will integrate the results to overarching marketing communication resource,as well as give conclusion and suggestions to overarching marketing communication resource value development.Finally,regarding the marketing communication resource value development topic,this paper will come out conclusion as: equip with integrating and systematic methodologies,using resources' cooperating and connecting characters,user-centric direction,engaging resource value together,firms can finally achieve the goals of user mindset and brand's digital transformation.