Z世代驱动下速食食品的IP联名营销创新策略

Abstract： This paper analyzes the existing problems of IP co-branded marketing of fast food driven by Generation Z， and puts forward innovative strategies， aiming to provide theoretical reference for fast food enterprises to build sustainable IP co-branded marketing model.

Keywords： generation Z; fast food; IP co-branded marketing; marketing innovation

在当前消费市场中，相较于其他代际，Z 世代展现出更鲜明的消费特征，对市场的影响日益显著。（剩余4940字）