A Research On Marketing Planning And Promoting Based On Crossover Perspective

With the rapid increase in consumer purchasing power, the consumer market is in increasingly fierce competition, and the market competition brought by the homogenization of the phenomenon of products makes the competition of commercial marketing model intensified. A single fashion brand has been unable to fully meet the diversified consumer demand, which derived from the industry and mutual integration and penetration between brands, mutual authentic interpretation of the brand. So fashion brand crossover came into being. In addition, crossover is not emerging marketing model, but to maximize the effectiveness of crossover, which is a problem worth exploring.The review of consumer purchasing behavior of the relevant literature found that the whole process of purchasing behavior in the process of marketing occupies the core position. Therefore, the purpose of this study is to analyze and to comb the relationship between the crossover cooperation of fashion brand and consumer purchasing behavior. By comparing the differences of different cases, this article analysis of the important factors influence consumer purchase intention, and proves the necessity of crossover cooperation in China, and puts forward to some suggestion on the future development direction of crossover merchandising model and its promotion way.First, this study uses the literature induction method to sort out the relevant theory of crossover cooperation, defines the concept of crossover, crossover type and the form of crossover design, and sums up the domestic and foreign research status, as a theoretical basis for the case analysis and empirical research.Secondly, this paper uses a case study to analyze the case of H&M in the past two years. It involves the activities of cooperation, the tightness of the activity, the effect and the way of promotion. At the same time, it summarizes the results and characteristics of H&M crossover activities over the past year, mining similarities anddifferences, from the perspective of cooperation between different perspectives,analysis of crossover cooperation related reasons.Thirdly, using qualitative research and quantitative research, we first selected some sample to carry on the interview, through the interview and the questionnaire,and analyzes the reliability and validity of the questionnaire. Then the questionnaire was distributed to test and the experimental data was recovered. Through the analysis and discussion of the experimental phenomenon and the questionnaire data, with the help of SPSS application software, the analysis results are analyzed. Proposing four principles and three kinds of ways to promote crossover planning, and finally the conclusion of the experiment plan to plan crossover activities and promotion plan, the theory is applied to practice, and the enterprise in the choice of crossover marketing mode, needing to comply with its own characteristics, fiting the market and consumer demand and developing scientific marketing strategy.Finally, summary and outlook. To sum up the conclusions of the study and point out the principles and laws of crossover cooperation under the perspective of consumer purchase, you can quickly attract potential customers through crossover cooperation and generate a new target market. The overall review of the full text, the paper puts forward the problem of this study and the prospect of.