| Due to the rapid development of internet in recent years, shopping online is becoming an indispensable part in human’s daily life, more and more internet marketing experts will focus this characteristic. Therefore, these behaviors can lay a foundation in network platform of trans boundary. Meanwhile, in this era of entertainment, many TV entertainment programs make kinds of methods, and make fierce competition to acquire more audience rating. Consequently, TV entertainment programs in an increasingly subdivided the entertainment market is facing many difficulties.In the marketing mode of the past, there are many marketing approaches such as the headquarter to consumers as the core of the function of integrated marketing, the spread of the virus fission viral marketing, create a hot topic as the breakthrough point of the topic of marketing and other a series of marketing tools were utilized by firms. However, due to the reason of inundating application, marketing approaches innovation become the primary task from now on, and also a trend of the practical work.Crossover marketing as a new marketing mode which means the cross out the limitations of the original brand, interdisciplinary cooperation, avoids fighting alone, found in other brands, or channels to help each other mutual cooperation partners, and realize many brands of a certain brand. In another sense, Crossover marketing is not to the user simply the brand effect of complementary brands oppositely, trying to find the common between them is a prime purpose in pursuit of the user experience on the complementary. In addition, give people alone is not a product of brand experience, at the result, the brand can learn from each other. Crossover marketing for mutual cooperation brand or enterprise puts forward high standards and severe challenge on their marketing ability. TV entertainment programs and electricity with crossover marketing cooperation can borrow from other platform to convey their brand concept, and then program appeals to go out. It can influence effective cooperation and create the effect of one plus one more than two.This articleintroduce the crossover marketing. Firstly, and then show understanding of crossover marketing in terms of reality TV entertainment program and the feasibility of the electricity business across borders and its competitive advantage. Secondly, I will analysis TV entertainment programs and electrical business cooperation innovation, this section talk about three aspects which include areas of cooperation, communication channels and the user experience, as well as the electricity and television entertainment cooperation way and the specific form are summarized. I mainly focus on case analyzing and the influence in terms of "the goddess’s new clothes", "where’s dad going", "Chinese good voice",TIANMAO and TAOBAO mall cooperation. These programs verify the theory what talking above through the combination of marketing mode and "crossover marketing" concept. The purpose of paper is finding the superiority of crossover marketing model in the existing cooperation marketing model and the actual existing problems, then discusses the issue of TV entertainment programs, analysis of TV entertainment marketing innovation path, and puts forward innovative significance for its cooperation to serve as a reference for the future development trend. |
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