Case Study of Fashion Brand Crossover Marketing

被引：0

作者：

Wang Yipei ^{[1
]}

Li Jun ^{[1
,2
]}

机构：

[1] Donghua Univ, Shanghai 200050, Peoples R China

[2] Donghua Univ, Key Lab Clothing Design & Technol, Minist Educ, Shanghai 200050, Peoples R China

来源：

2011 SHANGHAI INTERNATIONAL COSTUME CULTURE FESTIVAL : PROCEEDINGS OF TEXTILE AND APPAREL INNOVATION FORUM | 2011年

关键词：

crossover marketing; fashion brand; case study;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This paper aims to make a thorough study into the theories about fashion brand crossover marketing. Results of questionnaire investigation reveal that crossover marketing has positive effect on consumers' purchase inclination. Analysis was made over the crossover marketing cases at home and aboard, and the key principles of successful cases were summarized, which can provide basis for enterprises to formulate their crossover marketing strategies.

引用

页码：331 / 334

页数：4