Research Of Crossover Marketing Strategy On Indrustrial Bank Product A And Jiulongzhai Product B

In the era of mobile internet,the brand marketing strategy undergoes a significant change,increasingly valuing precision marketing and performance marketing.Both the FMCG brands and the financial brands urge to be more eye-catching,to attract more consumers meanwhile to cut the cost.Therefore,considering the huge amount of FMCG consumption,the article reckons that to use its hundreds of millions of products as the mobile marketing portal and carry out a crossover marketing strategy for online financial platform and offline FMCG brand is an innovative marketing strategy.The article takes a wealth management platform of Industrial Bank Co.Ltd.(Product A)as the object of research in financial sector,and the Jiulongzhai plum juice(Product B)as the object of research in FMCG sector.By using the marketing theory,crossover and integrated marketing theory and related analysis tools,the article analyzes the current issues in their product marketing,and proves that the crossover and integrated marketing between these two brands are necessary.The article points out the integrated marketing direction,the content,the significance,the specific implementation measures and the result for Industrial Bank Product A and Jiulongzhai Product B.Through the Jiulongzhai Product B and the the mobile phone number of the consumers as the only identification,the integrated marketing strategy introduces the huge flow of consumers to the online Industrial Bank Product A.Via promoting the consumers interaction,the strategy achieves effective marketing and solves the problem of brand mobile marketing implementation in practice,putting cost control,consumer identification,and big data accumulation into effect.The ultimate goal of advertising is achieved.And the problem of lacking consumers profile,consumers data,and membership management for retail industry is solved.Moreover,the crossover and integrated marketing allows brands of different industry to co-marketing aiming at the same group of consumers,as a result to realize resource integration and maximize marketing effectiveness,and to cut the cost.