Year: 2025
Type: article
Abstract: With the development of internet technology, a lot of IP images have been loved by the public, and the commercial value derived there from has gradually emerged. Faced with a multielement consumer market, more and more companies want to get more benefits launching co-branded products through IP collaborations. The essence of IP collaboration is cooperative game between two enterprises. they will strive for optimal resource allocation through continuous strategy formulation and adjustment, jointly enhancing their respective brand values, broadening market shares, and ultimately achieving a win-win situation. This paper employs cooperative game theory to quantitatively analyze the decision-making behaviors of two enterprises in IP collaboration. By constructing a game matrix, it intuitively reveals the positive impact of IP collaboration on corporate revenue growth. Then, this paper analyzes the reasons for the success of the collaboration between Luckin Coffee and Moutai through the cooperative game approach, focusing on aspects such as partner selection, resource sharing, and strategy formulation, and finally puts forward corresponding suggestions.
Author: Changyu Lu
Institution: Huai'an University
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4408417068