品牌联名营销的有效路径研究——以瑞幸咖啡“酱香拿铁”为例  

Research on Effective Paths of Co-Branding Marketing--Taking Luckin Coffee s“Sauce Flavored Latte”as an Example

作　　者：魏修治 牛苗苗 WEI Xiuzhi;NIU Miaomiao(School of Language,Culture and Media,Hefei University,Hefei Anhui 230601,China)

机构地区：[1]合肥大学语言文化与传媒学院,安徽合肥230601

出　　处：《吕梁学院学报》2025年第1期86-92,共7页Journal of Lyuiang University

摘　　要：联名作为市场营销的有效手段,近年来多为许多品牌所采用,但是联名营销的效果参差不齐。有效的品牌联名营销应当多重发力,把握好消费者需求和体验,寻找合适的联名品牌和联名时机,同时要塑造关键意见消费者,促进流量向私域转化,以实现消费者长期复购习惯的形成、品牌IP影响力扩大、品牌价值链的延伸,最终有利于品牌资产的积累、促进品牌发展。Co-branding,as an effective means of marketing,has been widely adopted by many brands in recent years,but the effectiveness of co branding marketing varies greatly.Effective co-branding marketing requires multiple efforts,including grasping consumer needs and experiences,finding suitable brands opportunities for collaboration,and shaping key opinion consumers to promote traffic conversion to the private domain,in order to achieve the formation of long-term repeating purchase habits among consumers,to expand brand IP influence and extend brand value chain,and ultimately to benefit the accumulation of brand assets and promote brand development.

关 键 词：品牌联名 营销策略 品牌资产 

分 类 号：G206.3[文化科学—传播学]