Abstract
In the environment of omni-media era with new media technology as the mainstream information communication channel, the Cross-border marketing method of IP industry and makeup joint name can not only enhance brand visibility and visibility, but also strengthen the value of brand image, which has a positive effect on the development of I P and the brand itself. However, the joint-branded market has hidden dangers and chaos. In the process of rapid development, the compatibility of the Co-branded products; the emergence of frequent Co-branded products makes aesthetic fatigue for consumers; and the quality and price of the Co-branded products are uneven. Not only did not achieve the expected income, but also caused some damage to the image of the joint parties. This paper takes the joint name of M · A · C and King of Glory as an example to analyze and study the problems existing in Cross-border marketing and provide marketing suggestions for the development of IP Cross-border marketing activities.
Highlights
The concept of All-media has not been formally proposed in the academic community.It comes from the application level of the media community.The continuous emergence and change of media forms and the integration of media content, channels and functional levels make people need to cover broader words when using the concept of media."All" of "all media" includes all kinds of communication tools including newspapers, magazines, radio, television, audio and video, film, publishing, network, telecommunications and satellite communication, covering all the senses of vision, listening, image and touch
IP is all known as Intellectual Property, or intellectual property, and is "a general term for the rights based on creative achievements and industrial and commercial marks"
The so-called "Cross-border marketing", namely two brands across the boundaries of the field, both will be their brand concept, products, design, let the original unrelated two elements collision together give brand new connotation, with the help of each other's brand effect and consumer base marketing, in order to achieve beyond their brand and even develop new win-win process of the consumer market
Summary
The concept of All-media has not been formally proposed in the academic community.It comes from the application level of the media community.The continuous emergence and change of media forms and the integration of media content, channels and functional levels make people need to cover broader words when using the concept of media."All" of "all media" includes all kinds of communication tools including newspapers, magazines, radio, television, audio and video, film, publishing, network, telecommunications and satellite communication, covering all the senses of vision, listening, image and touch. IP is all known as Intellectual Property, or intellectual property, and is "a general term for the rights based on creative achievements and industrial and commercial marks". The object of intellectual property rights contains many aspects such as works, inventions, trademarks, etc. Its core characteristics are originality, such as the animation image, cartoon character modeling and literary works often encountered in our life are I P products. The so-called "Cross-border marketing", namely two brands across the boundaries of the field, both will be their brand concept, products, design, let the original unrelated two elements collision together give brand new connotation, with the help of each other's brand effect and consumer base marketing, in order to achieve beyond their brand and even develop new win-win process of the consumer market
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