Principles Of Cross Border Marketing Must Be Observed

Many enterprises adopt cross-border marketing and have failed to achieve the desired results, which are mainly manifested in two aspects: first, it is a simple understanding of cross-border marketing as a joint promotion, and simply believe that the promotion of joint marketing of any two different brands is cross-border marketing.

Two, in the process of implementation, we neglect the research of their respective brands, products, consumer groups, resources and so on. It is impossible for cross-border marketing to achieve the expected ideas in the process of implementation.

Therefore, for enterprises to implement cross-border marketing, we need to follow the following principles on the premise of correct understanding of cross-border marketing.

　　一、资源相匹配的原则 

The so-called matching of resources refers to the similarities and similarities of two enterprises in terms of brand, strength, marketing thinking and ability, enterprise strategy, consumer group, market position and so on when two different brands of enterprises are conducting cross-border marketing. Only by having this kind of CO marketing and equivalence, can cross-border marketing play a synergistic effect. As Mr. Li Guangdou said in the "2007 China's ten major marketing Festival" sponsored by the Southern Newspaper Media Group, "cross border marketing is most closely related to marriage, seeking strong combination so as to make cross boundary marketing 1+1>2 win a win-win situation, otherwise it will bring endless pain to both sides".

　　二、品牌效应叠加的原则 

The superposition of brand effect means that the two brands complement each other in the advantages and disadvantages, and pfer the established market sentiment and brand implication to each other's brand or the accumulation of communication effects, thus enriching the brand's connotation and enhancing the overall influence of the brand.

However, due to the interference of competitive brands and external factors, the brand's interpretation effect on culture or ways and concepts will be weakened, and cross border marketing can avoid such problems. For example, we often say "Heroes match good sword". If we regard "Heroes" and "good sword" as two different brands, then heroes can only be embodied in the "good sword" to reflect the heroic force, while "good sword" can only be used by "Heroes", and the power of "good sword" can be fully applied. For every brand, it interprets a culture or a way and concept, which is the embodiment of the target consumer group.

Conversely, it will not play such an effect, it is just wasting their respective values.

　　三、消费群体一致性的原则 

Brands have a certain consumer group, each brand is accurately positioning the characteristics of target consumer groups, as the implementation of the brand or cooperative enterprises in the span marketing, due to the different industries, brands and products, to achieve the implementation of the span marketing, it is required that the enterprises or brands must have the same or repeated consumer groups. For example, the cooperation between the famous automobile brand Dongfeng Citroen C2 and the famous fashion sports brand Kappa of Italy is based on the fact that C2 brand is originally a symbol of fashion, or a more active way of life, an avant-garde lifestyle. Kappa has such a clothing brand. It also has such an appeal. Of course, the consistency of these consumer groups can also be expressed in terms of consumption characteristics, consumption concepts and so on. Each

　　四、品牌非竞争性原则 

The purpose of cross boundary marketing is to enrich each product or brand through cooperation, and to achieve the win-win result of both sides in brand or product sales. That is to say, enterprises or brands involved in cross-border marketing should be mutually beneficial and mutually beneficial growth rather than the competitive relationship. Therefore, the cooperative enterprises need not be competitive in the brand, and only those with different competitiveness will have the possibility of cooperation. Otherwise, span marketing will become an industry alliance.

　　五、非产品功能性互补原则 

The non product functional complementarity principle refers to the enterprises with cross boundary cooperation. They should have relative independence in product attributes. Cooperation is not complementary to the functions of their products, such as cameras and films, duplicator and consumables, but products can exist independently of each other, and their needs are based on a commonality and common characteristics, such as complementarity, such as channels, brand connotation, product popularity or consumer groups, based on the product itself.

　　六、品牌理念一致性的原则 

As a carrier of culture, brand represents a specific consumer group, which embodies many aspects of the characteristics of consumer groups. The consistency of brand concept means that the brands of the two sides have consistent or similar appeals or connotations of the same consumer groups and characteristics. Only when the brand concept is kept consistent can A brand be associated with the B brand in the process of cross-border marketing, so as to achieve the correlation between the two brands or to equivalate the two brands at a specific time.

Seven, user centered principles

From 4C to 4P, a great change has taken place in the work center of modern marketing. All marketing behaviors of enterprises have shifted from the past centered on enterprises and enterprise products to the consumer centered pformation. From the past attention to the pfer of customers to consumers, solving sales is only a means. Paying attention to the needs of consumers and providing consumption needs is the real purpose of enterprises, and enterprises emphasize more on consumers' experience and feelings. Therefore, for span marketing, only all work will play its role on this basis.

Finally, we should see that cross-border marketing as a marketing method, the core of its essence is "innovation" aimed at solving problems in the new marketing environment marketing through the innovation, and realizing the win-win cooperation between the two sides. As an enterprise in the actual application process, we need to grasp the principles of implementation and avoid the misunderstanding of "just born in this mountain, do not know the true colors of Mount Lu", and jump out of "Mount Lu", that is, "jump out of the brand to see the brand, jump out of the industry to see the industry", subvert the traditional thinking, implement the "boundless" operation, boldly draw lessons from, and graft other products, industry's ideas, patterns, resources and methods for our own use, surpass the past, achieve breakthroughs, and achieve win-win results.