Research Of Yuxi Manor’s Brand Crossover Marketing

Since 2015, the restriction of high-end cigarette promotion is getting series, which is based on the transformation of policy situation, high pressure of tobacco industry’s limitation, and upgrading of target consumer’s perception. In order to adapt the devel-opment tendency of society and consumption needs, China Tobacco’s brands must excavate each product’s positioning system, productive selling points, and competi-tive promotion model."Crossover Marketing", is a practice of marketing, which connected different indus-tries (or products) together, in order to present a brand-new kind of life attitude or aes-thetic mode. For the enterprise, crossover stand for resources sharing, consumer-relationship establishing, market expanding and benefit improvement. For tobacco companies, crossover support them to break through the restrictions of tobacco indus-try, and then enhance the impact of marketing activities.This article introduces an in-depth research and applicable procedure to using the strategy of crossover marketing on Yuxi Manor(which is a tobacco brand belongs to Yunnan tobacco industry) basic on the theory of marketing and branding.The "Yuxi Manor Model" trying to transform the advantage of Yuxi’s profound cultural connota-tion into brand’s product competitiveness by three ways:crossover of concept, cross-over of product and crossover of client and channel. Simultaneously, the article committed to exploring an crossover model which provide a set of ideas and template to help other tobacco brands on their crossover marketing attempt.