互联网背景下国货快消品牌年轻化创新的跨界营销策略研究.doc

PAGE 题目：互联网背景下国货快消品牌年轻化创新的跨界营销策略研究 Cross-border Marketing Strategies for Young Innovation of Fast-elimination Brand of Chinese Goods in the Background of Internet 互联网背景下国货快消品牌年轻化创新的跨界营销策略研究 摘要：在激烈的市场竞争中，品牌可以帮助公司形成竞争差异和优势，并且是它们最宝贵的资产。实际上，大多数品牌成立后不久就消失了，品牌老化现象很普遍。国有品牌和老牌品牌的老龄化问题尤为突出。与其在品牌衰退后开始新的炉灶，不如采取品牌年轻化措施来重新获得品牌价值，这会更有效率。 品牌传播的发展随着科技进步、时代发展及消费者特征的变化而改变，当前移动互联网技术的迅猛发展影响并改变了企业的营销环境，大众消费市场不断被细分，消费者的媒介接触方式越来越多样化、碎片化，传统的营销思路很难获取新时代消费者的认同。面对日趋年轻的消费市场，无论是传统品牌还是新兴品牌，都踏上了探索“品牌年轻化”的营销道路。近年来，国货经典品牌跨界不断：美加净与大白兔合作推出奶糖味润唇膏；英雄墨水与 Rio 合作，推出英雄墨水鸡尾酒；老干妈、旺旺等食品品牌跨界时装界，联合推出时尚单品。诸如此类的跨界合作不断，这为国货品牌注入活力的同时吸引了大批年轻消费者。基于以上现象，本文将对国产品牌跨界营销的年轻化的问题展开论述。 关键词：跨界营销；品牌年轻化；品牌建设；快消品 Cross-border Marketing Strategies for Young Innovation of Fast-elimination Brand of Chinese Goods in the Background of Internet Abstract: In the fierce market competition, brand can help companies form competitive differences and advantages, and is their most valuable asset. In fact, most brands disappear soon after their establishment, and brand aging is very common. The aging problem of state-owned and old brands is particularly prominent. Instead of starting a new stove after the brand recession, it would be more efficient to take brand rejuvenation measures to regain brand value. The development of brand communication changes with the progress of science and technology, the development of the times and the change of the characteristics of consumers. The rapid development of mobile Internet technology influences and changes the marketing environment of enterprises. The mass consumer market is constantly subdivided, and the media contact ways of consumers are more and more diversified and fragmented. It is difficult for traditional marketing ideas to obtain the recognition of consumers in the new era. Facing the increasingly young consumer market, both traditional and emerging brands have embarked on the marketing path of brand younger. In recent years, the classic brand of Chinese goods has been crossing