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/).

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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  -