国潮品牌联名营销的策略与启示  

Co-branding Marketing Strategies in Line with the National Trend and Their Inspirations for Us

作　　者：胡超阳 田如圣 熊奡 昌根花[4] HU Chaoyang;TIAN Rusheng;XIONG Ao;CHANG Genhua(Nanchang Institute of Technology,Nanchang 330044,Jiangxi,China;Universiti Sains Malaysia,Kuala Lumpur,Malaysia;Jiangxi Institute of Fashion Technology,Nanchang 330201,Jiangxi,China;Xinyu University,Xinyu 338004,Jiangxi,China)

机构地区：[1]南昌理工学院,南昌330044 [2]马来西亚理科大学,马来西亚吉隆坡50088 [3]江西服装学院,南昌330201 [4]新余学院,江西新余338004

出　　处：《景德镇学院学报》2025年第1期83-87,共5页Journal of JingDeZhen University

基　　金：教育部产学合作协同育人项目(220901444214456)。

摘　　要：近年来,一批国产品牌,包括完美日记在内,通过顺应“国潮”风潮,采用联名营销等方式获得了巨大的成功和流量。本文以此为研究对象,通过分析完美日记等品牌的真实营销案例,探讨国产品牌在数字媒体时代的发展对策和新思路,为我国国潮品牌的联名营销行业提供借鉴作用。Chinese national brands have been flourishing across the country in recent years.Perfect Diary,a well-known Chinese beauty brand,has achieved a great success by flowing with the China Chic movement,or more colloquially known as"national trend"and adopting co-branding marketing strategies.Using Perfect Diary as a case,this essay examines actual marketing scenarios in which the company collaborated with other brands,as well as creative novel concepts and long-term development strategies that could be employed by national brands in the digital era.

关 键 词：国潮品牌 联名营销 完美日记 

分 类 号：F713.3[经济管理—产业经济]