摘 要
本文旨在探讨跨界营销策略在新兴市场的应用,并对其意义和适用性进行评价。首先,本文介绍了跨界营销的定义、特点和发展历程,以及跨界营销策略在新兴市场中的研究现状。接着,文章详细讨论了跨界营销策略在新兴市场中的三个应用方面:跨行业合作与品牌推广、跨媒体营销与数字化创新,以及跨文化交流与品牌认同。然后,文章列举了跨界营销策略在新兴市场的应用案例,包括跨界合作与品牌联盟、跨界产品创新与市场扩展,以及跨界营销与互联网营销的融合。最后,总结了研究的结论
关键词:跨界营销 新兴市场 品牌推广
Abstract
This paper aims to explore the application of cross-border marketing strategies in emerging markets and to evaluate their significance and applicability. First, this paper introduces the definition, characteristics and development process of cross-border marketing, as well as the research status of cross-border marketing strategies in emerging markets. Next, the article discusses in detail the application of cross-border marketing strategies in emerging markets: cross-industry cooperation and brand promotion, cross-media marketing and digital innovation, and cross-cultural communication and brand identity. Then, the article lists the application cases of cross-border marketing strategies in emerging markets, including cross-border cooperation and brand alliance, cross-border product innovation and market expansion, and the integration of cross-border marketing and Internet marketing. Finally, the conclusions of the study are summarized
Keywords: Cross-border marketing emerging markets brand promotion
目 录
一、绪论 1
(一)研究背景及意义 1
(二)研究目的和内容 1
(三)国内外研究现状 2
二、跨界营销策略的概念和理论基础 2
(一)跨界营销的定义和特点 2
(二)跨界营销的发展历程 3
(三)跨界营销策略在新兴市场中的适用性评价 3
三、跨界营销策略在新兴市场的应用 3
(一)跨行业合作与品牌推广 3
(二)跨媒体营销与数字化创新 4
(三)跨文化交流与品牌认同 5
四、跨界营销策略在新兴市场的应用案例 5
(一)跨界合作与品牌联盟案例 5
(二)跨界产品创新与市场扩展案例 6
(三)跨界营销与互联网营销的融合案例 7
案例:美团与滴滴的跨界营销与互联网营销的融合 7
五、结论 8
致 谢 9
本文旨在探讨跨界营销策略在新兴市场的应用,并对其意义和适用性进行评价。首先,本文介绍了跨界营销的定义、特点和发展历程,以及跨界营销策略在新兴市场中的研究现状。接着,文章详细讨论了跨界营销策略在新兴市场中的三个应用方面:跨行业合作与品牌推广、跨媒体营销与数字化创新,以及跨文化交流与品牌认同。然后,文章列举了跨界营销策略在新兴市场的应用案例,包括跨界合作与品牌联盟、跨界产品创新与市场扩展,以及跨界营销与互联网营销的融合。最后,总结了研究的结论
关键词:跨界营销 新兴市场 品牌推广
Abstract
This paper aims to explore the application of cross-border marketing strategies in emerging markets and to evaluate their significance and applicability. First, this paper introduces the definition, characteristics and development process of cross-border marketing, as well as the research status of cross-border marketing strategies in emerging markets. Next, the article discusses in detail the application of cross-border marketing strategies in emerging markets: cross-industry cooperation and brand promotion, cross-media marketing and digital innovation, and cross-cultural communication and brand identity. Then, the article lists the application cases of cross-border marketing strategies in emerging markets, including cross-border cooperation and brand alliance, cross-border product innovation and market expansion, and the integration of cross-border marketing and Internet marketing. Finally, the conclusions of the study are summarized
Keywords: Cross-border marketing emerging markets brand promotion
目 录
一、绪论 1
(一)研究背景及意义 1
(二)研究目的和内容 1
(三)国内外研究现状 2
二、跨界营销策略的概念和理论基础 2
(一)跨界营销的定义和特点 2
(二)跨界营销的发展历程 3
(三)跨界营销策略在新兴市场中的适用性评价 3
三、跨界营销策略在新兴市场的应用 3
(一)跨行业合作与品牌推广 3
(二)跨媒体营销与数字化创新 4
(三)跨文化交流与品牌认同 5
四、跨界营销策略在新兴市场的应用案例 5
(一)跨界合作与品牌联盟案例 5
(二)跨界产品创新与市场扩展案例 6
(三)跨界营销与互联网营销的融合案例 7
案例:美团与滴滴的跨界营销与互联网营销的融合 7
五、结论 8
致 谢 9
参考文献 10