电商时代品牌跨界联名的运营策略与价值实现——以多邻国与瑞幸联名为例

Operational Strategies and Value Realization of Cross-Brand Co-Branding in E-Commerce—A Duolingo-Luckin Coffee Case Study

摘要: 在品牌联名营销同质化日益加剧的背景下，如何突破“符号叠加”式的合作模式，实现用户深度卷入和价值沉淀，已成为电商时代品牌运营的重要课题。本文选取多邻国与瑞幸咖啡跨界联名活动为研究对象，基于品牌人格化理论、数字叙事理论和参与式文化理论，采用案例分析法，构建“IP人格–叙事驱动–用户共创”分析框架，深入剖析双IP人格化联名的运营机制及其价值实现路径。研究发现，联名活动通过品牌IP的人格化塑造和连续性叙事，将合作打造为可参与且富有延续性的内容事件；依托角色设定和互动机制，推动用户由被动的信息接受者转变为叙事共建的主体，突破传统电商“曝光–点击–购买”的线性转化模式，有助于实现传播触达向用户深度卷入、功能交易向情感仪式、短期流量向长期关系资产的三重价值升级。本研究为电商时代品牌联名的运营实践提供了创新视角和可行路径。

Abstract: Against the backdrop of increasing homogenization in brand co-branding marketing, breaking free from the “symbol superposition” cooperation model to achieve deep user engagement and value accumulation has become a key challenge for brand operations in the e-commerce era. This study takes the cross-border co-branding campaign between Duolingo and Luckin Coffee as its research object. Drawing on brand personification theory, digital narrative theory, and participatory culture theory, and using a case study approach, this paper constructs an analytical framework of “IP personification-narrative drive-user co-creation” to explore the operating mechanisms and value realization pathways of dual-IP co-branding with personified characteristics. The findings show that by means of personified brand IPs and continuous narratives, the campaign transforms brand collaboration into a sustained, participatory content event. Through character settings and interactive mechanisms, users are transformed from passive information recipients into active narrative co-creators, thereby breaking the traditional linear e-commerce conversion model of “exposure–click–purchase”. This leads to a three-dimensional value upgrade: from communication reach to deep user engagement; from functional transactions to emotional rituals; and from short-term traffic to long-term relational assets. This study provides innovative perspectives and practical paths for brand co-branding practices in the e-commerce era.