跨界营销中品牌联动的价值共创模式研究 -市场营销专业

摘要

随着市场竞争日益激烈，跨界营销作为一种创新的商业实践逐渐受到关注，其通过品牌联动实现价值共创成为企业提升竞争力的重要途径。本研究旨在探讨跨界营销中品牌联动的价值共创模式及其机制，以期为企业提供理论指导和实践参考。品牌联动的价值共创主要体现在资源共享、文化融合与消费者参与三个维度，其中资源共享为价值共创提供了基础条件，文化融合增强了品牌的协同效应，而消费者的深度参与则进一步放大了价值创造的效果。研究揭示了信任关系在品牌联动中的中介作用以及情境因素对价值共创的调节效应。研究成果不仅丰富了价值共创理论，还为企业实施跨界营销战略提供了可操作的路径和优化建议，具有重要的理论意义和实践价值。

关键词：跨界营销；品牌联动；价值共创；信任关系；消费者参与

Exploring the Value Co-creation Model of Brand Synergy in Cross-boundary Marketing

英文人名

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Abstract

With the increasingly fierce market competition, cross-border marketing as an innovative business practice has gradually attracted attention, and its realization of value co-creation through brand linkage has become an important way for enterprises to enhance their competitiveness. This study aims to explore the value co-creation model and mechanism of brand linkage in cross-border marketing, in order to provide theoretical guidance and practical reference for enterprises. The value co-creation of brand linkage is mainly reflected in three dimensions: resource sharing, cultural integration and consumer participation. Resource sharing provides the basic conditions for value co-creation, cultural integration enhances the synergistic effect of brands, and the deep participation of consumers further amplifies the effect of value creation. The research reveals the mediating role of trust relationship in brand linkage and the moderating effect of situational factors on value co-creation. The research results not only enrich the theory of value co-creation, but also provide an operable path and optimization suggestions for enterprises to implement cross-border marketing strategy, which has important theoretical significance and practical value.

Keywords: Cross-Border Marketing；Brand Synergy；Value Co-Creation；Trust Relationship；Consumer Engagement

引言 1

一、跨界营销的理论基础与价值共创 1

(一)跨界营销的核心概念解析 1

(二)价值共创的理论框架分析 2

(三)品牌联动在跨界营销中的作用 2

二、品牌联动的价值共创机制研究 3

(一)跨界品牌的选择标准与匹配性 3

(二)联动模式对价值共创的影响 3

(三)消费者参与在价值共创中的角色 4

三、跨界营销中价值共创的实现路径 4

(一)内容共创：品牌故事与文化融合 4