拓展国际市场的联合品牌策略:影响因素及实施过程研究

Co-branding Strategies for International Market Expansion:A Study on Its Influential Factors and Implementation

近年来,联合品牌已成为在世界范围内日益为企业所广泛采用的一种策略性营销工具。本文将联合品牌策略置于经济全球化背景之下,在论述联合品牌作用及其机制的基础上,分析联合品牌策略的影响因素,并对企业如何实施联合品牌策略以拓展国际市场进行了探讨。

Co-branding has seen a dramatic increase in its use as a strategic marketing tool by enterprises worldwide over the past decade. In this paper, factors influencing the performance of co-branding strategy are identified based on a literature review of the function and functioning mechanism of co-branding, and a framework is proposed to help enterprises to get involved into the implementation of co-branding strategy to expand international market.