摘要
“互联网+”时代媒介融合朝纵深发展。行业壁垒逐渐被打破,行业界限变得模糊。市场经济商品竞争日益激烈,品牌跨界合作成为新潮流。网易云音乐与三枪跨界营销优势与劣势互补融合,强强联合,采取借助微博进行宣传,复古广告引起共鸣,利用反差带动认知,品牌IP化助力营销等营销策略。不足之处在于情怀营销过度,话题引导不足,跨界合作仅以短线为主,产品定价过高。网易云音乐与三枪跨界营销需要改进。企业精准定位用户需求,适当借助名人效应,持续制造相关话题,线上与线下销售渠道相结合,旨在为品牌跨界营销提供参考。
In the“Internet Plus”era,media integration is on the boom.Industry barriers were gradually broken and its boundaries became blurred.Competition among commodities in the market economy has become increasingly fierce,while brand crossover cooperation has become a new trend.NetEase Cloud Music and Three Gun makes a powerful alliance by publicizing through weibo,striking a chord with purchasers through retro advertisements,drawing attention through brands'contrast,and promoting marketing through IP-based brand.The crossover cooperation also has its disadvantages like excessive sentiments in marketing,insufficient topic guidance,and under-supplied and overpriced products for cooperation,etc.Improvements are thus needed for NetEase Cloud Music and Three Gun crossover:identify users'demands,leverage celebrity effects to create topics continuously,and integrate online and offline sales.All these are aiming to provide reference for brand crossover marketing.
作者
张静
居倩茹
刘芹
ZHANG Jing;JU Qian-ru;LIU Qin(School of Journalism and Cultural Communication,Zhongnan University of Economics and Law,Wuhan 430073,China)
出处
《南昌师范学院学报》
2020年第4期36-41,共6页
Journal of Nanchang Normal University
关键词
互联网+
跨界
营销
策略
“Internet plus”
crossover marketing
