毕业设计（论文）初稿课题名称：跨元素品牌联合对消费者评价影响因素的研究学院：旭日工商管理学院专业：市场营销姓名：邹琰泽学号：140780103指导教师：于君英摘要在这样一个多元素时代，每天都有新式联合方式的产生。以前是品牌与品牌之间的合作，发展至今，品牌与品牌之间的合作已不能满足社会发展的需求，品牌联合呈现产业化发展趋势，从品牌的合作到品牌的联合都在不断发展过程中形成了自己特定的模式。品牌联合通过品牌资产、市场匹配度、消费者创新性等因素实现了精确高效的营销效果。尽管在多元素的时代,拥有非常大的不确定性。但能够获得肯定的是，由于当今“90后”以及“00后”成为进行购物的新生代力量，实行品牌联合这类较为新颖、创新、交互性的营销手段，可以在较短的时间内实现较快的成长，在今后这个方向上肯定将出现众多的竞争者，在今后一段时间内发展将非常迅猛。因此我们现在对跨元素品牌联合的研究也就尤为重要。本文通过对跨元素品牌联合研究，以“品牌联合”，“消费者评价”等为研究对象，并通过研究“跨元素”、“品牌联合”的等影响因素对消费者评价的影响，研究品牌联合模式下以品牌资产、市场匹配度、消费者创新性为影响因素和消费者评价之间的关系。该研究可以为将要跨元素联合企业提供借鉴，得以让企业更清楚的了解消费者需求，改善品牌联合方式，实现更加精准的营销。关键词：品牌联合、品牌资产、市场匹配度、消费者评价ResearchontheInfluencingFactorsofConsumerEvaluationofCross-elementBrandAllianceABSTRACTInsuchaneraofmulti-elements,thereisanewstyleofunioneveryday.Inthepast,thecooperationbetweenbrandsandbrandshasbeendeveloped.Thecooperationbetweenbrandsandbrandshasnotbeenabletomeettheneedsofsocialdevelopment.Brandshavejointlypresentedthetrendofindustrialization.Thecooperationfrombrandcooperationtobranddevelopmentisintheprocessofcontinuousdevelopment.Formedtheirownspecificmodel.Brandsachievedaccurateandefficientmarketingthroughbrandequity,marketmatch,andconsumerinnovation.Althoughinthemulti-elementera,thereistoomuchinaccuracy.However,itiscertainthatwiththeriseofyoungconsumergroupsafter“90”and“after00,”theyhavebecomethemainforceofspendingpower.Thebrand'scombinationofthisinnovative,personalizedandinteractivemarketingapproachwillcontinuetodeveloprapidlyintheshortterm.Thisindustrywillinevitablyhavealargenumberofparticipantsinthefuture,andthemarketoutlookinthefollowingyearswillbeinestimable.Therefore,wearenowparticularlyimportantinthestudyofcross-elementbrandassociations.Inthispaper,throughcross-elementbrandjointresearch,"brandalliance","consumerevaluation"astheresearchobject,andthroughthestudyof"cross-element","brandalliance"andotherinfluencingfactorsontheimpactofconsumerevaluation,researchbrandTherelationshipbetweenbrandequity,marketmatch,andconsumerinnovationastheinfluencingfactorsandconsumerevaluationunderthejointmodel.Thisresearchcanprovideareferenceforamulti-elementjointventurethatwillallowcompaniestobetterunderstandconsumerneeds,improvebrandsyndication,andachievemoreaccuratemarketing.Keywords:Co-branding,Brandequity,marketmatch,consumerevaluation目录摘要................................................................................................................................1ABSTRACT...................................................................................................................2第1章绪论..................................................................................................................7.......................................................................................................................
