Proceedings of the 1st International Symposium on Innovative Management and Economics (ISIME 2021)

Analysis of Brand Crossover Marketing Strategy

Taking M·A·C and Honor of Kings as an Example

Authors
Xiang Xiao
Corresponding Author
Xiang Xiao
Available Online 4 August 2021.
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/).

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Volume Title
Proceedings of the 1st International Symposium on Innovative Management and Economics (ISIME 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
4 August 2021
ISBN
978-94-6239-411-7
ISSN
2352-5428
DOI
10.2991/aebmr.k.210803.064How to use a DOI?
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  -