对品牌联合战略的思考

摘要

在经济全球化不断深化的情况下，对于企业品牌来讲，品牌联合成为国内乃至于国际市场新一轮的竞争焦点。而品牌联合战略继而成为近几年发展的一种品牌经营策略，在企业实践中不断地应用。它为企业赢得更大的竞争优势提供了一个契机，通过实施品牌联合战略，从而使企业之间达到双赢的经营效果。

本文主要是对企业品脾联合战略的进一步思考，首先本文简要地介绍了品牌联合的背景及研究的意义。同时对品牌、品牌联合及品牌联合战略的内涵进行了分析，包括国内学者对品牌联合战略的研究现状，在此基础上，分析实施品牌联合战略所产生的竞争优势和实施过程中存在的风险问题，总结成功实施品牌联合战略的关键因素。结合著名企业实施品牌联合案例进行分析，进一步发现品牌联合战略中存在的诸多问题并加以个人见解，以帮助企业管理者在品牌联合过程中能够更全面的完善战略要求，怎样选择联合对象及联合的范畴，从而制定出正确的联合战略决策，来达到联合的共同目的。

关键词：品牌；品牌联合；联合战略；企业共赢

Abstract

With the deepening of the economic globalization, the brand joint becomes a new round of competition focus in the domestic and international markets to the corporate brands. Also, the brand joint strategic development has become as a kind of brand management strategies in recent years and has been shipped in the corporate practice. It provides a chance for enterprises to win greater competitive advantages. Through the implementation of the brand joint strategy, the enterprises can achieve the win-win business.

In this paper, the joint strategy will be further considered. First the author briefly describes the background of the brand joint and the significance of studying it, and analyzes the connotation of the brand, the brand joint and the co-branding strategy, including the study of status quo from some domestic scholars about the co-branding joint. On this basis, this paper analyzes the competitive advantages generated by imple menting the co-branding strategy and the risks of it, and sums some key factors for the successful implementation of the brand joint strategy. At end of this paper, the author combines some famous enterprises’ co-branding cases and analyzes them in order to find more problems that exist in the

co-branding strategy. And then the author provides some personal insights for business managers to perfect development requires in the co-branding process, and shows managers how to choose the joint objects and areas. So managers can make the more correct decisions on the strategies of co-branding and achieve the common purpose of the joint.

Keywords: Brand; Brand joint; Joint strategy; A win-win business between the enterprises

目录

摘要 (Ⅰ)

一、绪论 (1)

（一）研究背景 (1)

（二）研究的目的和意义 (2)

1.研究的目的 (2)

2.研究的意义 (2)

（三）研究的内容 (2)

二、相关概念及理论 (2)

（一）品牌 (2)

（二）品牌联合 (3)

1.品牌联合的概念 (3)

2.国内品牌联合研究现状 (4)

3.品牌联合的分类 (5)

（三）品牌联合战略 (6)

1.品牌联合战略的概念 (6)

2.品牌联合的竞争优势 (6)

3.品牌联合战略存在的风险 (8)

4.品牌联合战略遵循的原则 (10)

5.品牌联合战略成功的关键因素 (11)

三、品牌联合战略在企业经营中的应用 (13)

（一）品牌联合战略在我国企业中的运用方式 (14)

1.企业与同行的联合 (14)

2.企业与经营商的联合 (14)

3.企业与其他行业的联合 (14)

（二）品牌联合战略案例分析 (15)

1.索尼与爱立信的品牌联合 (15)

2.万达集团与海尔集团的品牌联合 (17)

（三）我国企业品牌联合战略实施过程中存在的问题 (19)

1.模糊了联合营销与品牌联合的概念 (19)