How To Do Cross-Border Marketing Well?
At present, in the specific practice of cross-border marketing, the strategies adopted by enterprises in implementation are mainly carried out in the following five aspects:
一是產品方面,主要包括基于品牌之間層面的跨界營銷如我們前面提到的彪馬(Puma)與德國高檔服飾品牌Jil Sander的合作、東風雪鐵龍C2與意大利知名時尚運動品牌Kappa的合作,如他們在產品設計或者市場營銷上有許多的共同點:他們對產品的設計都追求美感、動感,力求極致;他們都面向一個類似的消費群體,宣揚運動感、酷時尚,以及卓爾不群的用戶體驗等相關的地方。這種跨界是目前企業間比較流行的做法
二是渠道方面,指倆個合作品牌的基于渠道的共享進行的合作,如創維和華帝合作互相擴大影響,互相借助對方的資源,在三四級市場進行了營銷渠道的創新,試行渠道共用,在華帝專營店展示和銷售創維彩電,創維的渠道銷售華帝的產品和雙方還聯手在這些城市展開團購等活動,以及目前我們所看到的化妝品銷售借道OTC藥店渠道,實現“特殊功能化妝品”在OTC藥店大有作為而實施渠道跨界滲透等等做法。
三是營銷傳播方面,通過對產品的消費群體進行再定義和重新分類,實現產品在另一類行業和市場突圍,如“腦白金”通過廣告進行的的“收禮只收腦白金!”的創意與傳播,實現“腦白金”這個保健品暢銷整個禮品行業就是典型的跨界營銷傳播。同樣工業產品統一潤滑油借助央視這個媒體通過在大眾消費媒體的崛起而崛起與潤滑油這個工業品市場上的突圍也如出一轍。
四是產品的研發方面,主要是指在產品的研發過程中通過借用同行業或另一行業成形的概念、功能來實現產品研發或功能上的跨界,如防脫、排毒、醒腦洗發護發產品,以及減肥香皂、沐浴露是化妝品與藥品行業的跨界;許多采用天然植物研發的抗衰老護膚品,是化妝品與保健行業的跨界;護膚輔酶Q10運用到護發用品、護膚面膜運用到護發用品等等,是化妝品行業內的跨界……等等。
五是文化、地域方面,主要是通過對產品進行文化借勢或者地域優勢的嫁接而激活產品的方式,如我們所能熟知的魯酒借助儒家文化的孔府家酒、金六福與中國酒文化的結合對產品的重新詮釋以及小糊涂仙借茅臺鎮這個國人皆知的地域名而快速崛起都是這方面的典型。
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