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市场调查报告书
商品编码
1857184

买家指南：数位资产管理平台，2025 年

Buyer's Guide: Digital Asset Management Platforms, 2025
出版日期: | 出版商: Frost & Sullivan | 英文 28 Pages | 商品交期: 最快1-2个工作天内

价格
简介目录

数位资产管理是内容管理的未来

本指南为企业买家提供了一个策略性和实用性的数位资产管理 (DAM) 平台选择框架。随着企业创建和分发的富媒体内容比以往任何时候都多，DAM 系统对于管理这些资产和加速行销营运至关重要。一个部署完善的 DAM 系统能够将分散的内容转化为共用的故事，从而释放业务价值，改善团队协作，并确保所有管道提供一致的品牌体验。简而言之，DAM 平台可以帮助企业快速启动宣传活动、重复使用和个人化内容，并保护品牌资产。

数位资产管理 (DAM) 市场正经历快速成长。弗若斯特沙利文公司预测，DAM 平台市场规模将在 2024 年达到 31.5 亿美元，并在 2024 年至 2031 年间保持至少 17% 的复合年增长率。这一成长动能主要得益于广泛的数位转型、内容行销需求的爆炸性成长以及对个人化全通路客户体验的追求。企业纷纷投资 DAM，以因应海量数位内容，并在客户参与方面获得竞争优势。如果没有现代化的 DAM 系统，企业将浪费大量时间搜寻和重新创建资产，从而拖慢宣传活动，并面临商机的风险。成功的企业深知，内容是其成长引擎，而扩充性的DAM 平台则是支撑其发展的基石。

本指南将帮助买家：

1. 了解数位资产管理 (DAM) 的现状，包括当前市场趋势、成长驱动因素和限制因素，这些因素将影响 2025 年及以后 DAM 的应用。了解为什么 DAM 对业务敏捷性和行销投资报酬率比以往任何时候都更重要。

2. 对平台进行策略性评估－制定清晰的标准和清单，涵盖可用性、管治、可扩展性、互通性、整体拥有成本、灵活性和特定产业需求。本指南将重点介绍架构（API优先、云端原生与单体架构）和整合能力（与CMS、PIM、创新套件的整合）方面的考量因素，从而引导您未来的选择。

3. 实现业务价值－了解数位资产管理 (DAM) 如何提升效率和投资报酬率。我们将向您展示 DAM 如何透过简化工作流程和协作来加快产品上市速度，透过节省搜寻和处理资产的时间来提高生产力，增强品牌一致性，并大规模地实现个人化客户体验。

您将获得：阅读完本指南后，您将了解为什么 DAM 平台是企业内容管理的未来，并掌握做出符合组织目标的明智购买决策所需的洞察力和工具。

三大策略要务对数位资产管理平台产业的影响

颠覆性技术

原因

  • 人工智慧 (AI)、自动化和智慧搜寻的快速发展正在变革数位资产管理。新技术能够自动完成以往需要手动完成的任务，例如资产标记、内容变体生成和品牌合规性确保，从而在节省团队时间的同时提高准确性。这些工具还能实现更智慧的搜寻功能和更个人化的内容传送。

弗罗斯特的观点

  • 在评估数位资产管理 (DAM) 平台时，应优先考虑那些在内容生命週期的各个阶段融入人工智慧的平台。最具前瞻性的解决方案不仅限于存储，更可作为智慧内容中心，帮助团队管理复杂性、加快工作流程并提高营运效率。

创新经营模式

原因

  • 传统的数位资产管理 (DAM) 系统结构僵化，维护成本高。如今，顶尖的解决方案采用灵活、模组化、云端原生架构，能够更好地契合您的业务运作方式。这些平台可根据您的需求进行扩展，轻鬆连接行销和商务系统，并透过混合或 SaaS 交付模式为全球团队提供支援。

弗罗斯特的观点

  • 寻找一家能够提供弹性价格设定模式、可组合架构（允许您仅启动所需功能）以及与现有技术堆迭无缝整合的数位资产管理 (DAM) 供应商。无需进行重大改造即可适应不断变化的业务需求的能力，对于维持系统的韧性和永续性至关重要。

压缩客户价值链

原因

  • 创建和交付数位内容需要许多步骤、工具和交接，这往往会导致延误、资讯孤岛和沟通不良。现代数位资产管理 (DAM) 平台透过将创新、行销和产品团队整合到一个统一的工作空间中，有效解决了这个难题。结果是产品上市速度更快、错误更少，跨部门合作也更有效率。

弗罗斯特的观点

  • 选择一个能够简化内容工作流程的数位资产管理 (DAM) 平台。寻找介面直觉、支援低程式码自动化功能，并能与内容创作、产品数据和发布工具原生整合的平台。 DAM 平台越能成为整个内容价值链的中心枢纽，您的团队工作效率就越高，投资报酬率也就越高。

成长限制因素

  • 与现有系统整合的复杂性：与旧有系统的整合仍然是一项重大挑战，复杂的技术堆迭和资料孤岛阻碍并减缓了 DAM 的无缝采用。
  • 实施成本和时间高：企业级 DAM 解决方案的前期成本很高，包括实施和培训费用，这限制了中小企业采用这些解决方案。
  • 变更管理与使用者采纳挑战：变更管理不善和使用者训练不足往往导致 DAM 平台部署后采纳率低且使用率不足。
  • 安全和资料管治问题：安全和人工智慧管治问题导致人们对云端数位资产管理平台和自动化功能犹豫不决，尤其是在受监管的行业。
  • 投资报酬率不明确，影响难以衡量：许多公司难以量化数位资产管理的投资报酬率，导致预算核准复杂化，并削弱了相关人员的支持。
  • 市场混乱和解决方案误解：数位资产管理 (DAM) 和其他文件储存工具之间的混淆造成了市场摩擦，因为买家错误地识别了自己的需求，或者由于误解而延迟采用。

成长驱动因素

  • 数位内容的数量和复杂性呈爆炸性增长
  • 全通路行销与个人化需求
  • 人工智慧和自动化技术的进步
  • 云端采用和SaaS可访问性
  • 远端协作和分散式劳动力的必要性
  • 管治、安全和合规优先事项

目录

战略问题

  • 为什么成长变得越来越难？
  • The Strategic Imperative 8
  • DAM平台产业三大策略挑战的影响

成长机会分析

  • 买家指南亮点
  • 成长驱动因素
  • 成长驱动因素分析
  • 成长抑制因素
  • 成长抑制因素因素分析
  • 买家主要观察
  • 关键买家洞察：可用性和使用者体验
  • 关键买家洞察：管治、安全与合规性
  • 买家主要考虑因素：扩充性
  • 关键买家洞察：互通性和集成
  • 关键买家洞察：总拥有成本 (TCO)
  • 关键买家洞察：灵活性和客製化
  • 买方主要考虑因素：产业契合度和专业知识
  • 投资报酬率和价值论证
  • 部署模型
  • 产业应用案例：媒体与娱乐
  • 产业应用案例：零售与电子商务
  • 产业应用案例：製造业与汽车业
  • 产业应用案例：医疗保健与製药
  • 竞争格局
  • 接下来该做什么？成功选择合适的数位资产管理系统的 7 个步骤

成长机会领域

  • 成长机会 1：大规模实现超个人化
  • 成长机会二：建构具有韧性与面向未来的内容生态系统
  • 成长机会 3：利用内容智能建立新的收益源
  • 成长机会 4：建立品牌和合规性的单一资讯来源

附录与后续步骤

  • 成长机会带来的益处和影响
  • 下一步
  • 附件清单
  • 免责声明
简介目录
Product Code: KBF6-70

Digital Asset Management is Pioneering the Future of Content Management

This guide equips business buyers with a strategic, practical framework for selecting a digital asset management (DAM) platform. As organizations produce and deploy more rich media content than ever, a DAM system has become mission-critical for managing these assets and accelerating marketing operations. It's not just about storing files-a well-implemented DAM unlocks business value by turning scattered content into shareable stories, improving team collaboration, and ensuring consistent on-brand experiences across all channels. In short, a DAM platform helps companies launch campaigns faster, reuse and personalize content at scale, and protect their brand assets.

The DAM market is experiencing rapid growth. Frost & Sullivan estimated that the DAM platforms market earned $3.15 billion in 2024 and expects a compound annual growth rate of at least 17% from 2024 to 2031-a direct reflection of the criticality of managing digital assets. This momentum is fueled by widespread digital transformation, exploding content marketing needs, and a push for personalized, omnichannel customer experiences. Businesses are investing in DAM to cope with the deluge of digital content and to gain a competitive edge in engaging customers. Not adopting a modern DAM comes at a cost: teams waste time searching for or recreating assets, slowing campaign velocity and risking revenue opportunities. Successful organizations recognize that content is a growth engine, and a scalable DAM platform is the backbone to power it.

This guide will help buyers:

1. Understand the DAM Landscape-including current market trends, growth drivers, and restraints shaping DAM adoption in 2025 and beyond. You'll learn why DAM has never been more important for business agility and marketing ROI.

2. Evaluate Platforms Strategically-with clear criteria and checklists covering usability, governance, scalability, interoperability, total cost of ownership, flexibility, and industry-specific needs. The guide highlights what to look for in architecture (API-first, cloud-native vs. monolithic) and integration capabilities (with CMS, PIM, creative suites) to future-proof your choice.

3. Realize Business Value-by seeing how DAM drives efficiency and ROI. We show how a DAM can reduce time-to-market (by streamlining workflows and collaboration), increase productivity (by saving hours spent searching/handling assets), improve brand consistency, and enable personalized customer experiences at scale.

What You Will Get: By the end of this guide, you will understand why a DAM platform is pioneering the future of content management for businesses, and you will be equipped with the insights and tools to make an informed purchasing decision that aligns with your organization's goals.

The Impact of the Top 3 Strategic Imperatives on the DAM Platforms Industry

Disruptive Technologies

Why

  • Rapid advancements in artificial intelligence (AI), automation, and intelligent search are transforming digital asset management. New technologies now automate tasks that once required manual effort-such as tagging assets, generating content variations, or ensuring brand compliance-saving teams time while improving accuracy. These tools also enable smarter search capabilities and more personalized content delivery.

Frost Perspective

  • When evaluating DAM platforms, prioritize those that embed AI throughout the content lifecycle-not just for novelty, but for meaningful automation, compliance, and search enhancements. The most future-ready solutions will go beyond storage, acting as intelligent content hubs that help teams manage complexity, accelerate workflows, and operate efficiently.

Innovative Business Models

Why

  • Traditional DAM systems were rigid and costly to maintain. Today's top solutions offer flexible, modular, and cloud-native architectures that better align with how businesses actually work. These platforms can scale with your needs, connect easily with marketing and commerce systems, and support global teams through hybrid or SaaS-based delivery models.

Frost Perspective

  • Look for DAM providers that offer flexible pricing models, composable architectures (so you can activate only the capabilities you need), and seamless integrations with your existing tech stacks. The ability to adapt to evolving business requirements-without requiring a major overhaul-will be essential for resilience and sustainability.

Customer Value Chain Compression

Why

  • Digital content creation and delivery often involve too many steps, tools, and handoffs-causing delays, silos, and miscommunication. Modern DAM platforms are solving this challenge by bringing together creative, marketing, and product teams within a unified workspace. The result: faster time to market, fewer errors, and better collaboration across functions.

Frost Perspective

  • Choose DAM platforms that reduce complexity in your content workflows. Look for intuitive interfaces, low-code automation features, and native integrations with content creation, product data, and publishing tools. The more your DAM can serve as a central hub across the content value chain, the more efficiently your teams can work, and the greater your return on investment.

Growth Restraints

  • Integration Complexity with Existing Systems: Integration with legacy systems remains a top challenge, as complex tech stacks and data silos hinder seamless DAM deployment and slow adoption.
  • High Implementation Cost and Time: High upfront costs for enterprise-grade DAM solutions, including implementation and training, limit adoption among smaller companies.
  • Change Management and User Adoption Challenges: Poor change management and limited user training often result in low adoption and underutilization of DAM platforms after deployment.
  • Security and Data Governance Concerns: Security and AI governance concerns, especially in regulated industries, create hesitancy toward cloud DAM platforms and automated features.
  • Unclear ROI and Difficulty Measuring Impact: Many businesses struggle to quantify DAM ROI, which complicates budget approvals and undermines stakeholder support.
  • Market Confusion and Solution Misperception: Confusion between DAM and other file storage tools creates market friction, with buyers misjudging needs or delaying adoption due to misunderstanding.

Growth Drivers

  • Explosion of Digital Content Volume & Complexity
  • Omnichannel Marketing & Personalization Demands
  • Advancements in AI and Automation Technologies
  • Cloud Adoption and SaaS Accessibility
  • Remote Collaboration & Distributed Workforce Needs
  • Governance, Security, and Compliance Priorities

Table of Contents

Strategic Imperatives

  • Why Is It Increasingly Difficult to Grow?
  • The Strategic Imperative 8
  • The Impact of the Top 3 Strategic Imperatives on the DAM Platforms Industry

Growth Opportunity Analysis

  • Buyer's Guide Highlights
  • Growth Drivers
  • Growth Driver Analysis
  • Growth Restraints
  • Growth Restraint Analysis
  • Key Buyer Considerations
  • Key Buyer Considerations: Usability & User Experience
  • Key Buyer Considerations: Governance, Security & Compliance
  • Key Buyer Considerations: Scalability
  • Key Buyer Considerations: Interoperability & Integration
  • Key Buyer Considerations: Total Cost of Ownership TCO
  • Key Buyer Considerations: Flexibility & Customization
  • Key Buyer Considerations: Industry Fit & Expertise
  • ROI and Value Justification
  • Deployment Models
  • Industry Use Cases: Media & Entertainment
  • Industry Use Cases: Retail & eCommerce
  • Industry Use Cases: Manufacturing & Automotive
  • Industry Use Cases: Healthcare & Pharmaceutical
  • Competitive Landscape
  • What's Next? 7 Steps to Ensure Success in Choosing the Right DAM

Growth Opportunity Universe

  • Growth Opportunity 1: Achieve Hyper-Personalization at Scale
  • Growth Opportunity 2: Build a Resilient, Future-Proof Content Ecosystem
  • Growth Opportunity 3: Unlock New Revenue Streams with Content Intelligence
  • Growth Opportunity 4: Establish a Single Source of Truth for Brand and Compliance

Appendix & Next Steps

  • Benefits and Impacts of Growth Opportunities
  • Next Steps
  • List of Exhibits
  • Legal Disclaimer