【作者】 李欣；

【导师】 赵卫宏；

【作者基本信息】 江西师范大学 ， 工商管理硕士（专业学位）， 2025， 硕士

【摘要】 随着消费者民族自豪感的提升和对品质追求的升级,国货品牌逐渐摆脱“廉价”、“低端”的刻板印象,以更自信的姿态走向市场。然而,在日趋白热化的市场环境中,面对消费者需求的快速迭代,单一品牌的发展空间明显受到制约。品牌跨界合作这一创新型营销模式,为本土品牌的转型升级提供了新的突破口。然而,随着品牌所横跨的行业品类和跨界联合形式不断走向多元,在竞争环境复杂多变的情形下,国货品牌怎样有效跨界“出圈”,进而实现自身的可持续发展,已成为本土品牌研究领域的一个关键命题。本研究基于SOR理论和心流理论搭建了理论分析框架,通过实证研究的方法开发了国货品牌跨界联合策略,并检验了这些策略对消费者购买意愿的影响机制。研究结果显示,国货品牌跨界联合策略具体包括品牌认同一致、联合双方互补、合作品牌联想和联合伙伴差异四个维度,这四个维度策略通过消费者感知(感知唤醒和感知价值)对消费者购买意愿具有积极影响。其中,对消费者感知唤醒的相对影响效能由强而弱依次为合作品牌联想策略、联合双方互补策略、联合伙伴差异策略和品牌认同一致策略;对消费者感知价值的相对影响效能由强而弱依次为合作品牌联想策略、联合伙伴差异策略、品牌认同一致策略、联合双方互补策略。感知唤醒和感知价值对其购买意愿具有积极的影响,且感知唤醒的影响效能大于感知价值。鉴于前人仅少数从品牌层面关注了国货品牌跨界营销现象的实际情况,本文在总结前人研究成果的基础上,从一个新的角度构建的国货品牌跨界联合策略驱动消费者感知和购买意愿的模型,科学揭示了国货品牌跨界联合策略的构成维度,阐释了国货品牌跨界营销有效激发消费者感知唤醒和感知价值、从而驱动购买意愿的过程机制,为管理者开发国货品牌跨界联合营销策略提供了更为系统科学的管理学启示。更多还原

【Abstract】 With the improvement of consumers’national pride and the upgrading of their pursuit of quality,domestic brands have gradually gotten rid of the stereotypes of"cheap"and"low-end"and entered the market with a more confident attitude.However,in an increasingly fierce market environment,in the face of rapid iteration of consumer demand,the development space of a single brand is obviously restricted.The innovative marketing model of brand cross-border cooperation provides a new breakthrough for the transformation and upgrading of local brands.However,with the continuous diversification of industry categories and cross-border alliance forms across brands,how domestic brands can effectively"get out of the circle"across borders and achieve their own sustainable development has become a key proposition in the field of local brand research under the complex and changeable competitive environment.Based on SOR theory and flow theory,this study constructs a theoretical analysis framework,develops the cross-border joint strategy of domestic brands through empirical research,and examines the influence mechanism of these strategies on consumers’purchase intention.The results show that the cross-border joint strategy of domestic brands includes four dimensions:consistent brand identity,complementary alliance,cooperative brand association and joint partner difference,and these four dimensions have a positive impact on consumers’purchase intention through consumer perception(perceived arousal and perceived value).Among them,the relative impact on consumer perception and arousal is in the order of cooperative brand association strategy,joint complementary strategy,joint partner difference strategy and brand identity consistency strategy.The relative impact on consumers’perceived value is in the order of cooperative brand association strategy,joint partner difference strategy,brand identity consistency strategy,and joint and complementary strategies.Perceived arousal and perceived value have a positive impact on their purchase intention,and the effect of perceived arousal is greater than that of perceived value.In view of the fact that only a few predecessors have paid attention to the actual situation of the phenomenon of cross-border marketing of domestic brands from the brand level,this paper constructs a model of cross-border joint strategy of domestic brands driving consumer perception and purchase intention from a new perspective on the basis of summarizing the research results of predecessors,scientifically reveals the constituent dimensions of cross-border joint strategy of domestic brands,and explains the process mechanism of cross-border marketing of domestic brands to effectively stimulate consumers’perception and value perception,thereby driving purchase intention.It provides a more systematic and scientific management enlightenment for managers to develop cross-border joint marketing strategies of domestic brands.更多还原