品牌联合效果的影响因素及其效应研究:以手机行业为例

Study on Influential Factors And Effects of Brand Alliance: Taking The Mobile-phone Industry As An Example

品牌联合作为企业间战略联盟的形式之一,在市场竞争日趋激烈的条件下得到更为广泛的应用。本文以以手机行业为例,以品牌管理理论为基础、运用情景实验和结构方程分析法对品牌联合的影响因素及其效应进行了研究。结果表明品牌匹配性为最重要的影响因素;联合双方品牌知名度相对较高一方的品牌知名度为次重要的影响因素;第三影响因素是联合双方原品牌态度较低一方的品牌态度和产品匹配性。

Brand alliance,as one of the most competitively win-win strategies between companies and companies,is made into a wider and wider application in such an increasingly competitive market.This paper,setting the brand management theory as a foundation,takes the mobile-phone industry as an example to further discover the influential factors and effects of brand alliance through situational experiments and structural equation analysis.The results show that brand matching is the most important factor in the success of brand alliance;then comes the high brand awareness,along with the brand attitudes and the appropriate product match of the both sides or even multi-lateral sides.