商务传媒学院知识库

在新闻传播学视域下，品牌联名营销策略已逐步成为营销战役中的常态化现 象。这一策略不仅体现了品牌在新品推广上的创新尝试，更彰显了品牌深化消费 者心智、构建品牌认同的深刻洞察。特别是针对年轻一代的消费者群体，跨界联 名以其独特的创意和跨界的属性，成为与新兴社群受众建立沟通桥梁的重要方式。 贵州茅台作为中国最为知名的白酒品牌之一，有着非常深刻的文化底蕴和历史积 淀，随着时代的发展和市场需求的不断变化，茅台品牌通过积极创新其传播策略， 实施了一系列跨界联名营销活动。这些活动不仅成功地搭建了品牌与其他行业的 合作桥梁，而且在市场上获得了显著的反响和经济效益。因此，以茅台品牌为案 例分析跨界联名营销传播，对于深入了解品牌商业化运作，探寻中高端品牌与文 化产业的融合，以及品牌如何下沉到年轻消费群体，推动品牌更加稳健发展提供 参考。

本文首先从品牌与跨界联名营销的概念入手，探讨了品牌联名和跨界营销的 相关理论和概念，并阐述了其价值和意义。接下来，本文通过梳理相关理论和文 献资料，并结合茅台品牌与不同品牌合作的实例，探讨了茅台品牌如何通过跨界 联名的方式进行营销传播。文章深入分析了茅台品牌在跨界营销中的传播策略、 模式、特点及其效果，进一步对茅台品牌的跨界联名营销策略进行了详细剖析。 着重分析了茅台品牌跨界联名营销的文化适应性和品牌整合性策略，实现资源共 享、市场开拓、品牌年轻化的效果。茅台品牌跨界营销的成功案例是带动整个行 业向跨界营销方向发展，文章也提出一些对跨界联名营销的传播策略优化的建议， 包括提高依托社交媒体平台的传播渗透度和回报、突出品牌文化和品牌特色、加 强品牌间联合合作深度和品牌间联合营销形式创新等。

综上所述，茅台品牌的品牌联名和跨界营销案例凸显了品牌跨界合作的重要 性。实现跨界营销的显著成果，不仅需要企业长期积累和持续投入，还必须不断 创新并深入思考营销策略及发展方向，以促进品牌价值的提升及行业的繁荣发展。 未来，跨界营销的传播策略应更加注重不同行业和领域间的整合合作与跨界合作， 完善品牌联名传播的体系框架，提高联名效益，并加强品牌文化传承。

From the perspective of journalism and communication, cross-border brand collaboration strategies have gradually become a normalized phenomenon in marketing campaigns. This strategy not only reflects the brand's innovative attempts in promoting new products, but also demonstrates the brand's profound insight into deepening consumer psychology and building brand identity. Especially targeting the younger generation of consumers, cross-border collaborations have become an important way to establish communication bridges with emerging community audiences due to their unique creativity and cross-border attributes. As one of the most famous Baijiu brands in China, Kweichow Moutai has a very profound cultural heritage and historical accumulation. With the development of the times and the constant changes in market demand, the brand has implemented a series of cross-border joint marketing activities by actively innovating its communication strategies. These activities not only successfully built a cooperation bridge between the brand and other industries, but also received significant feedback and economic benefits in the market. Therefore, using the Maotai brand as a case study to analyze cross-border joint marketing communication provides a reference for a deeper understanding of brand commercialization, exploring the integration of mid to high end brands and
 cultural industries, and how brands can penetrate to young consumer groups to promote more stable brand development.

This article first starts with the concept of brand and cross-border collaborative marketing, explores the relevant theories and concepts of brand collaboration and cross-border marketing, and elaborates on their value and significance. Next, this article explores how Maotai brand conducts marketing communication through cross-border collaborations by reviewing relevant theories and literature，and combining examples of Maotai brand cooperation with different brands. The article provides an in- depth analysis of the communication strategy, model, characteristics, and effects of Maotai brand in cross-border marketing, and further provides a detailed analysis of Maotai brand's cross-border joint marketing strategy. Emphasis was placed on analyzing the cultural adaptability and brand integration strategies of Maotai brand's cross-border joint marketing, achieving the effects of resource sharing, market development, and brand rejuvenation. The successful case of Maotai brand cross-border marketing is to drive the entire industry towards the direction of cross-border marketing. The article also puts forward some suggestions for optimizing the communication strategy of cross-border joint marketing, including improving the penetration and effectiveness of relying on social media platforms, highlighting brand culture and characteristics, strengthening the depth of inter brand joint co-operation, and innovating the form of inter brand joint marketing.

In summary, the brand collaboration and cross-border marketing cases of Maotai brand highlight the importance of brand cross-border cooperation. Realizing significant results in cross-border marketing not only requires long-term accumulation and continuous investment by enterprises, but also continuous innovation and in-depth thinking of marketing strategies and development directions to promote the enhancement of brand value and the prosperity and development of the industry. In the future, the communication strategy of cross-border marketing should pay more attention to the integration and cooperation between different industries and fields, improve the system framework of brand co-branding communication, enhance the effectiveness of co- branding, and strengthen the inheritance of brand culture.