品牌联名研究的演进脉络分析——基于CNKI文献

An Analysis of the Evolutionary Trajectory of Brand Co-Branding Research—Based on Literatures from CNKI

摘要: 文章以2000~2025年在中国知网收录的有关品牌联名的文献为研究对象，在系统梳理中国常见品牌联名模式的基础上，构建了“场景–资源–驱动”三级分类框架归类中国常见品牌联名模式，并划分了品牌联名营销的演进脉络。研究结果显示：(1) 国潮文化型、老字号焕新型、新消费场景型、智慧数字型、生态康养型、反向联名型等6种模式是中国市场典型品牌联名模式；(2) 中国常见品牌联名模式可归类为线上虚拟型、线下实体型、IP驱动型、品类互补型、文化符号型、生态共创型6大类；(3) 品牌联名营销发展经历了萌芽期、构建期、创新期、深化期4个阶段，呈现出从单一符号叠加向多元化、数字化、价值共创转型的趋势，并且需求升级、政策支持与技术创新是推动演进的核心动力。未来，品牌联名营销的研究需以AI共创的版权伦理、跨文化出海的文化折扣等方向为突破重点，进而为品牌的可持续发展提供更具前瞻性的实践参考。

Abstract: This study takes the academic literatures on brand co-branding indexed by China National Knowledge Infrastructure (CNKI) during the period of 2000-2025 as the research sample. On the basis of systematically sorting out the prevalent brand co-branding models in China, a three-tier classification framework of “Scenario-Resource-Driver” is constructed for the categorization of such models, and the evolutionary trajectory of brand co-branding marketing is further delineated. The research findings reveal that: (1) Six models including the Guochao cultural model, the time-honored brand renewal model, the new consumption scenario model, the smart digital model, the ecological health and wellness model, and the reverse co-branding model have become the typical brand co-branding models in the Chinese market; (2) The prevalent brand co-branding models in China can be classified into six general types, namely the online virtual type, offline physical type, IP-driven type, category complementary type, cultural symbol type, and ecological co-creation type; (3) The development of brand co-branding marketing has undergone four evolutionary stages: the germination stage, construction stage, innovation stage and deepening stage, presenting a developmental trend of transformation from simple single symbol superposition to diversification, digitalization and value co-creation. Moreover, the upgrading of consumer demand, policy support and technological innovation constitute the core driving forces for this evolution. In the future, research on brand co-branding marketing should focus on breakthroughs in such directions as the copyright ethics of AI co-creation and the cultural discount in cross-cultural overseas expansion, so as to provide more forward-looking practical references for the sustainable development of brands.