Earticle

초록

영어

In the current competitive market environment, brand cooperation is not limited to a small scope, but towards the trend of “everything can be co-branded”. The span of cross-industry, cross-category, cross-audience circle and other co-branded marketing is getting larger and larger, creating new things to attract consumers' attention through conflict, stimulating the taste of fresh psychology and consumption desire, and achieving broken circle communication. However, the lack of brand fit, only stay in symbols and elements of the blunt joint marketing, although can harvest traffic in the short term, but the lack of brand depth cultural connotation of the implant can not allow consumers to establish a long-term good brand identity, the formation of brand memory and connection. This paper takes the Chinese liquor brand Moutai as an example to sort out the transformation of its marketing strategy in recent years. The first part is the introduction, which mainly combs and studies the research trends of brand co-branding at home and abroad in recent years. By analyzing the research results of other scholars and experts, it further deduces and verifies the important role of co-branding in current marketing. The second part is the category of joint marketing, through the sorting and analysis of brand joint in recent years, summed up three types of joint branding, commodity brand and commodity brand cross-border joint branding, commodity brand and “celebrity” cross-border joint branding, commodity brand and IP cross-border joint branding. The third part is the case analysis of brand co-branded marketing. The results of the fourth part of this paper are obtained through the data analysis of China Moutai brand marketing income data and consumer group data. The fifth part is the conclusion. Therefore, the impact of cross-border joint marketing is multi-faceted, including brand image building, brand pressure sharing, consumer attraction and sales enhancement.

목차

ABSTRACT
I. Introduction
1. Domestic research trends
2. Foreign research trends
II. Co-branded marketing categories
III. Analysis of brand co-branding marketing examples
1. Marketing revenue data analysis
2. Consumer group data analysis
3. “soy sauce latte” related topic analysis
IV. Results
V. Conclusions
References

키워드

저자

• Zhang Yang [ Lecturer, College of Fine Arts, Shandong Agriculture And Engineering University ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  Open Regional Studies

• 간기

  부정기

• pISSN

  2951-3197

• 수록기간

  2022~2026

• 등재여부

  KCI 등재후보

• 십진분류

  KDC 912 DDC 951