Analysis of Brand Crossover Marketing Strategy
Taking M·A·C and Honor of Kings as an Example
- DOI
- 10.2991/aebmr.k.210803.064How to use a DOI?
- Keywords
- Crossover marketing strategy, M·A·C, Honor of Kings, 5C, Consumer demand
- Abstract
Crossover marketing is a cutting-edge marketing method. In the new era of increasingly fierce market competition, inter-industry penetration and integration make crossover marketing become an important means of brand development. This paper conducts a case study of crossover marketing between M·A·C and Honor of Kings, and studies how crossover marketing can inject new vitality into traditional brands based on the 5C model [1]. It can be concluded that according to the commonality and connection between different products and different preferences of consumers, some irrelevant elements are integrated and penetrated into each other, thus highlighting a new attitude towards life and aesthetic approach, and win the verse of the target consumer, so that crossover brands can be maximized marketing.
- Copyright
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Xiang Xiao PY - 2021 DA - 2021/08/04 TI - Analysis of Brand Crossover Marketing Strategy BT - Proceedings of the 1st International Symposium on Innovative Management and Economics (ISIME 2021) PB - Atlantis Press SP - 468 EP - 474 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.210803.064 DO - 10.2991/aebmr.k.210803.064 ID - Xiao2021 ER -