基于博弈经济效应分析下非知名企业品牌联合嵌入的路径选择

近年来,品牌联合成为众多企业采用的营销策略之一,并涉及到不同行业,成为新型的重要推广模式。文章提出在进行品牌联合时应具备产品匹配性、顾客同属性、品牌梯度性特点,并通过建立品牌联合博弈模型分析,提出非知名企业成功实施品牌联合战略的途径。

Path Selection of Co-branding Strategies for Not Well-known Enterprise Based on Game Theory

In recent years,many enterprises adopt the co-branding strategy,which become one of the marketing strategies,and involve different industries,become the important new promotion mode.This paper proposes in co-branding enterprise should be match with product,has the same properties customers and brand grads and so on.It establish brand joint game model of co-branding and puts forward the successful implementation of co-branding strategy of not well-known enterprise.