中文摘要：

为了探讨新创企业参与品牌联合的动机问题，本文采用探索性案例研究方法，并引入共生理论和动机理论，以共生系统模型为基础构建了新创企业品牌联合动机的理论模型。研究表明，来自共生主体的需求是推动新创企业参与品牌联合的本能动机；来自共生能量的吸引是推进新创企业参与品牌联合的习得动机；来自共生环境的刺激是促进新创企业参与品牌联合的诱因。研究阐释了新创企业参与品牌联合的动力机制。

英文摘要：

In order to research the motivations of new ventures to participate in brand alliance, this paper adopts an exploratory case study method, and introduces symbiosis theory and motive theory to build a theoretical model of new venture＇s motivation of brand alliance based on the model of symbiotic system. The results show that the demand of symbiotic agent is the instinctive motivation to promote new ventures to participate in brand alliance. Acquired motivation of pro- moting new ventures to participate in brand alliance is mainly from the temptation of symbiotic energy. Stimulation from symbiotic environment is the inducement to promote new ventures to join brand alliance. This research clarifies the motivation mechanisms of why new ventures join brand alliance.