Research On High-tech Co-branding Partner Selection And Cooperation Strategy

Based on the both "the speed of accessing market "and "resource constraints" requirements, a new, even more attractive brand management strategy is being produced, and the actual use of constantly show a strong vitality. The brand management strategy is named co-branding strategy. The same value orientation of the two brands coordination and cooperation can produce tremendous synergies, and realize the sharing of resources and complementary advantages, and better the quality of that product, and lead to exclusion of entry barriers and enhance their brand value of the assets to achieve a win-win situation. Therefore, the co-branding strategy is employed by many world famous companies, which produce many good results in practice. Especially in the high-tech industry, based on the involvement of consumers to buy products and high short life cycle of brand, brand characteristics of high-risk, high-tech brand companies employ the co-branding strategy to produce higher value results. In addition, the success of the co-branding strategy involves a number of factors, in which the choice of partners and a harmonious and stable relation of cooperation are the prerequisite and foundation. As a result, this paper represents co-branding high-tech cooperation partner selection and cooperation strategy as a research theme.Firstly, this paper states the study of literature concluded, in view of the characteristics of co-branding high-tech, high-tech co-branding strategy of the selection of partners by the impact of factors to consider, according to principles and steps of partners Evaluation Index System, the initial construction of high - scientific and technological co-branding partner selection evaluation index system, employing the Delphi survey expert evaluation index system continuously amended, was the ultimate sound, scientific evaluation index system partners. The evaluation index system is composed of five variables, which are "brand equity", "brand match", "entrepreneurship", "compatibility" and "trust". Moreover, each of these two variables includes a number of junior indicators. Then, the determination of the weights in all of the evaluation index system and comparative analysis of different types of co-branding partners under evaluation index weight difference are represented. After that, the specific steps of high-tech co-branding partner selection are studied and analyzed.On the basis of systematic analysis in the choice of partners after the issue of cooperation, this paper discussed the detail high-tech co-branding partnership strategy from four aspects which are the establishment of a common vision, the relationship of trust, conflict management mechanism, and the reasonable mechanism for the distribution of interests. First of all, the shared vision of the partners role was analyzed, and the methods established in the relations of trust between the partners were discussed; and then the relations of trust between the partners and the need for the key influencing factors were stated on the basis of studies on the establishment of relations of trust between the partners strategy; furthermore, the reasons for forming partnerships conflict and post-conflict types were analyzed, and the appropriate management strategy according to different types of conflict were proposed; Finally, on the basis of analysis the factors of the partnership interests allocation decisions, high-tech co-branding partnership interest distribution model was constructed, and the method of calculation the variable within model described were represented.