品牌联名营销的创意与价值评估 -市场营销专业

摘要

品牌联名营销作为一种创新的市场策略，近年来在消费市场中迅速崛起，其通过品牌间的协同合作创造独特的消费者体验和价值增值，已成为企业提升品牌影响力和市场份额的重要手段。本研究以品牌联名营销为切入点，在分析其创意生成机制与价值评估体系的基础上，探讨品牌联名对消费者行为及市场表现的影响。成功的品牌联名不仅能够强化品牌形象，还能显著提升消费者的购买意愿和品牌忠诚度此外，研究发现品牌匹配度与创意新颖性是影响联名效果的关键因素本研究的创新点在于构建了一个全面的品牌联名价值评估模型，将消费者感知价值与品牌资产增长有机结合，为实践提供了科学依据主要贡献体现在填补了品牌联名营销领域系统性研究的空白，并为企业制定联名策略提供了理论支持与操作指南。

关键词：品牌联名营销；消费者行为；价值评估模型；品牌匹配度；创意新颖性

Creativity and Value Assessment in Brand Collaborative Marketing

英文人名

Directive teacher:×××

Abstract

As an innovative marketing strategy, co-branded marketing has risen rapidly in the consumer market in recent years. Through the cooperation between brands, it creates unique consumer experience and value-added value, and has become an important means for enterprises to enhance brand influence and market share. This study takes brand co-branding as the starting point, analyzes its creative generation mechanism and value evaluation system, and discusses the influence of brand co-branding on consumer behavior and market performance. Successful brand co-branding can not only strengthen the brand image, but also significantly enhance consumers' purchase intention and brand loyalty. In addition, the research finds that brand matching degree and creative novelty are the key factors affecting the co-branding effect. The innovation point of this study is to build a comprehensive brand co-branding value evaluation model, which organically combines consumers' perceived value with brand equity growth. The main contribution is reflected in filling the gap of systematic research in the field of brand co-branding marketing, and providing theoretical support and operational guidance for enterprises to formulate co-branding strategies.

Keywords: Brand Co-marketing；Consumer Behavior；Value Assessment Model；Brand Fit；Creative Novelty

引言 1

一、品牌联名营销的理论基础 1

(一)品牌联名的定义与类型 1

(二)联名营销的核心价值分析 2

(三)理论框架与研究意义 2

二、创意驱动的品牌联名策略 3

(一)创意在品牌联名中的作用 3

(二)跨界合作的创意模式探索 3

(三)消费者视角下的创意感知 4

三、品牌联名的价值评估体系 4

(一)价值评估的关键维度分析 5