A Research On The Key Factors And Marketing Patterns Of The Crossover Cooperation Marketing

The tradtional marketing concept emphasizes how individual company carries out the marketing and the individual efforts, highlighting the competitive relationship among companys. As a matter of fact, different types of company could join together to do marketing, and a successful combination is great importance to the company's survival development. Every company should proceed from the strategy of crossover cooperation marketing, drawing up a reciprocal cooperation programme, in order to establish a core competitive advantage.Crossover cooperation marketing broaden the scope of cooperation between enterprises and the scope no longer confined to the same value chain or intra-industry cooperation.The remarkable characteristic of crossover cooperation marketing is that companies in different industries to make a marketing strategy together. Using the marketing resources and platforms of other industries and enterprises, marketing resources of enterprises can be re-creation and form a unique marketing way. Crossover cooperation marketing and general marketing activities achieve the consistent goal,the purpose is complementary marketing resources to achieve marketing goals, the distinction between the two form is only used different means of marketing. The Chinese market which is developing rapidly, has witnessed plenty of crossover cooperation marketing. However,there is a lack of successful and long term cooperation at a strategic level.Compared with the cooperation among overseas multinational companies, domestic enterprises still have a long way to study and research the worthy aspects.Through studying and analyzing the cases of crossover cooperation marketing, this thesis present a sum-up on the pattern and implementation of crossover cooperation marketing with the aim of enriching this concepts and stratagem. Based on the relevant theories, the thesis summarizes the issues of crossover cooperation marketing and successful key factor of the form. At the same time,the thesis offer three core methods of crossover cooperation marketing—strength type, idea type and channel type . the thesis summarizes the issues of pattern connotation, cooperative target, cooperative emphase and so on. Through the contrast, the thesis summarize each influencing factor and clarifying its operating mechanism. On this base,the article bring forward five processes of crossover cooperation marketing,the emphases is that choice of crossover cooperation associate give prominence to cooperation characteristic.