How Did Cross-Border Marketing Develop?

Taking advantage of the characteristics and advantages of their respective brands, the core elements are extracted and matched with the core elements of the partners' partners, and a common user experience is interpreted from multiple sides. This marketing mode is called cross-border marketing.

　　從1999年德國的運動服飾品牌彪馬（Puma）與德國高檔服飾品牌Jil Sander首度跨界合作推出高端休閑鞋,使彪馬這個運動服飾品牌成功跳出運動品固有概念，成為時尚界的新寵，到2003年彪馬聯(lián)手寶馬、凱迪拉克2005到2006年與國際頂級私人物品展Top Marques、國際頂級男裝品牌Zegna、純正貴族威士忌品牌Mccallan、負有盛名的豪華游艇等不同行業(yè)之間的相互合作，共同演繹對生活方式和生活品位的一致理解，再到我們熟知的著名汽車品牌東風雪鐵龍C2與意大利知名時尚運動品牌Kappa進行的歷時一個月，貫穿全國10大核心城市的大型路演活動的上演，以及2007年創(chuàng)維及華帝，一個彩電品牌和一個廚衛(wèi)品牌聯(lián)手，共同投入巨資啟動了“新農(nóng)村影院工程”的完美合作，如今跨界營銷正在逐步受到營銷界的追捧，各個企業(yè)之間的跨界合作已經(jīng)跨越越了品牌、行業(yè)、時間、區(qū)域和空間的界

The limits extend towards a deeper and wider area.

As a new marketing mode, we can see the reasons for the rise of cross-border marketing. We can see the following reasons:

　　一是市場競爭的日益激烈，產(chǎn)品功效和應用范圍的延伸。各個行業(yè)間界限正在逐步被打破，在一個大的概念范圍內(nèi)行業(yè)之間早已是你中有我、我中有你，我們在很多的時候難以分辨一款產(chǎn)品應該屬于那個行業(yè)，比如我們熟悉的康王洗發(fā)產(chǎn)品，當你認為他屬于日化用品時其實他從屬藥品行業(yè)。 

　　二是市場發(fā)展背后，新型消費群體的崛起。他們的消費需求已經(jīng)擴散到越來越多的領(lǐng)域，對任何一款產(chǎn)品的需求不在僅僅要求滿足功能上基本的需求，而是渴望體現(xiàn)一種生活方式或個人價值的體現(xiàn)或自身的品位，對于購買寶馬的消費群體來講購買的理由可能就是在于品位而已。 

　　三是市場營銷過程中，企業(yè)對消費群體細分的改變。市場競爭的背后是產(chǎn)品的同質(zhì)化、市場行為的模仿化和競爭的無序化等，迫使企業(yè)由過去關(guān)注企業(yè)更多轉(zhuǎn)向關(guān)注消費者者，因而對于整體市場和消費者的細分方式走出傳統(tǒng)的按年齡、收入或地域特征進行劃分的營銷行為，改變?yōu)榘凑丈罘绞健W歷、教育程度、個人品位、身份等深層次更精準化的指標來定義和解釋消費者。 

　　四是現(xiàn)代市場環(huán)境下，品牌間的較量資本決定實力。一個企業(yè)、一個品牌、一個產(chǎn)品單打獨斗的時代早已結(jié)束，因為任何一個優(yōu)秀的品牌，由于特征的單一性，受“外部性”的影響多，尤其是當出現(xiàn)具有替代性的競爭品牌，就更遭干擾了，企業(yè)所付出的成本也將會大幅增加。。 

Based on the above reasons, cross border marketing through the mutual penetration and integration between industry and industry, the mutual reflection and interpretation between brand and brand, realizes the brand from the plane to the three-dimensional, from the surface to depth, from passive acceptance to active acceptance, from the visual and auditory experience to association, so that the overall brand image and brand association of the enterprise is more tension, the two sides are beneficial to the two sides of the brand in the target consumer groups to receive consensus, so that the traditional marketing model is vulnerable to the influence of the external competitive brand and weaken the brand penetration, influence of the abuse of the brand.

At the same time, it also solves the problem of brand and consumers' integration. Therefore, it is not surprising that more and more people agree with the marketing community in recent years and actively put it into practice.