基于4I理论下品牌联名的新媒体传播实践与思考

New Media Communication Practices and Reflections on Brand Co-branding Based on the 4I Theory

随着新媒体的迅速发展,品牌间的竞争愈加激烈,不断有品牌选择联名的策略和路径。如何将品牌联名做好,使营销传播达到1+1>2的效果成为品牌联名的关注点。相较传统的营销理论,4I理论能够更好地应用于新媒体时代。文章通过查阅国内外资料、了解现有研究状况,结合4I理论研究五个品牌联名典型案例在微信、抖音等平台的传播特征,分析品牌联名新媒体传播效果的影响因素,从而做出思考并得到一些启示,展望品牌联名新媒体传播的未来发展。本研究旨在通过可靠的数据分析,提炼总结品牌联名新媒体传播特性,最终帮助处于新媒体时代的企业品牌联名在传播效果上做出突破,进而推动品牌营销活动。

With the rapid development of new media,the competition among brands is becoming increasingly fierce,and more brands choose to seek for co-branding strategies and pathways.The way to reach good cooperation and leverage co-branding partnerships has become the focus of brand co-branding.Compared with traditional marketing theories,4Is marketing theory can be better applied to the new media era.By referring to domestic and foreign information and the existing research status,and combining with the 4Is marketing theory,this paper studies the communication characteristics of typical cases from five co-branding partnerships on WeChat,Douyin,and other platforms and analyzes the influencing factors of the new media communication effect of co-branding practice,so as to make some conclusions and get some insights,and look forward to the future of co-branding in new media communication.This paper aims to extract and summarize the communication characteristics of new media in co-branding through reliable data analysis,and finally help enterprises in the new media era make breakthroughs in the communication effect of co-branding and promote brand marketing activities.