摘要
随着市场经济环境的发展,消费者需求也越来越趋向于多元化。基于新时代发展带来的新的商业思维,传统的商业模式将被重塑。本文通过对企业跨界合作的背景和动因分析,对消费者联合评价和影响联合评价的因素的文献进行梳理,结合消费者情感迁移理论、顾客价值理论等理论,构建了跨界合作的主效应及溢出效应两个研究模型,通过选择2个行业品牌：服装行业（H＆M）和手机行业（Apple）实行虚拟联合,经过考察问卷、情景模拟实验,研究品牌资产、品牌匹配度、消费者创新度、品牌联合评价在主效应及溢出效应这2个模型之中的互相联系,进而为公司制定并实施品牌跨界合作策略提供一定的参考。
With the change of market economy environment, consumer demand is becoming more and more diversi-fied. Based on the new era of development brings new business thinking, the traditional business model will be remodeled. Based on the analysis of the background and motivations of the cross-border cooperation of enter-prises, this paper combs the literature on the joint evaluation of consumers and the factors that affect the joint evaluation. Combining with the theory of consumer emotion migration and customer value theory,（H M）and the mobile industry（Apple） two brands to conduct a virtual joint, through the survey questionnaire and scenario simulation experiments, examine the brand equity, brand matching, consumption Innovation and brand joint evaluation in the two models of the relationship between the garment enterprises to develop and carry out cross-border cooperation strategy to provide reference recommendations.
作者
刘升福
高明骏
LIU Sheng -fu, GAO Ming -jun(School of Economics and Management, Hubei University of Technology,43006＆ Wuhan, Hubei, Chin)
出处
《特区经济》
2018年第4期117-120,共4页
Special Zone Economy
关键词
跨界合作
品牌联合评价
品牌资产
品牌匹配度
cross-border cooperation
joint evaluation
brand asset
brand matching degree
