Research on Cross-border Joint Marketing Strategy of National Brands Under the Background of "New National Trend"

Abstract

In recent years, "new national trend" has become a unique phenomenon in China's consumer market. While "new national trend" has become the consumption fashion and aesthetic style of Chinese people, it has also become the focus and growth point of Chinese brands in the context of new consumer culture. This paper explores the impact of cross-border joint marketing strategies of national brands on consumers' purchasing behavior against the background of the "New National Wave". Through reviewing relevant literature and analyzing the current situation, it is found that the cross-border association of national brands has gained certain development. In addition, this paper adopts questionnaire research to study the consumers' purchase intention of cross-border joint national products. After comprehensive analysis, it puts forward the strategic suggestions of cross-border marketing of national product brands to provide ideas for promoting cross-border marketing of national product brands.