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品牌协同营销注重品牌之间的合作共赢与价值挖掘,在品牌协同合作过程中,品牌文化的匹配对协同营销的效果会产生重大的影响。根据共有价值创造水平、协同合作程度及品牌生命周期将品牌协同营销分为四类,同时,本文以“加减乘除”四则运算法则比喻在品牌协同过程中文化的冲撞——融合——趋同的过程,为辨别品牌间文化匹配提出了解决方法。
Brand co-marketing pays attention to the win-win cooperation and value discovery between brands. In the process of brand cooperation, the matching of brand culture will have a significant impact on the effectiveness of co-marketing. According to the common value creation level, the degree of cooperation and brand life cycle, brand coordination marketing is divided into four categories. At the same time, this article uses the four arithmetic of “addition, subtraction, multiplication and division” to describe the cultural collision in the process of brand collaboration - Convergence of the process, to identify the cultural match between brands proposed solution.