基于品牌合作的联合促销策略分析（Analysis of joint promotion strategy based on brand cooperation）.doc

基于品牌合作的联合促销策略分析（Analysis of joint promotion strategy based on brand cooperation） Under the strategic ecological environment, brand alliance (Brand Alliances) or brand cooperation (Co-Branding) is a common cooperative marketing strategy in the market competition. In the promotion level, two or more companies borrow joint resources for joint promotion is also the most common. This kind of joint promotion is actually one kind of strategic alliance strategic marketing alliance, a win-win promotion partnership. The joint promotion realizes the innovation of organization form, and there are many kinds of operation strategies. Joint promotion is one of the conditions of target market, but due to the cooperation between the two sides (considering only two cooperative situation) the existing consumer groups, brand relationship is different, can be divided into interactive brand, brand, brand to strengthen towing three different strategies. Suppose that the two companies planned a joint promotion campaign, the two companies products are A brand, B brand. Then we should look at how to analyze brand cooperation strategy: I. brand interaction First, the target market must be recognized. If the target market is different, it is obvious that both sides have lost the foundation of brand interaction, that is to say, no matter what the foundation of the regional market, the other party will not bring direct income. Since the target market is consistent, the joint intention has been achieved. Then there is a need to discuss and analyze the existing market base. That is, the relationship between the existing consumer loyalty groups of the two brands. If it is from the state (Fig. 1), the two sides can obviously in the brand can be of mutual benefit, mutual pull. By exchanging consumer groups, maximize the expansion of their respective consumer groups. That is, use each others brand advantages to interact with each other. Take product bundling as an example to discuss the plan in actual