移动互联环境下跨界营销的影响因素

Influencing Factors of Crossover Marketing in Mobile Internet Environment

本文运用扎根理论的方法,以深度访谈和文案资料为基础,通过开放编码、主轴编码、选择编码,探索移动互联网环境下跨界营销的行为及其影响因素并构建模型。随后,基于广东地区企业的调查数据,对模型进行实证研究。实证结果表明,品牌匹配、市场匹配和战略匹配显著正向影响跨界营销,其中品牌匹配的影响作用最大;市场动荡性和市场不确定性正向调节品牌匹配与跨界营销以及市场匹配与跨界营销之间的正向关系;市场动荡性和市场不确定性对战略匹配与跨界营销之间的关系调节效应不显著。传统企业必须与移动互联网进行融合,从产品合作、联合营销、内容传递、场景设计等方面开展跨界营销合作,提高跨界双方在品牌、市场、战略等方面的匹配程度,其中尤其要重视品牌的匹配程度。

Based on the data collected from literature and in- depth interviews,the Grounded Theory,and three types ofcoding,an exploratory research on crossover marketing in mobile internet environment and its influencing factors is conducted,and the corresponding model is developed. Then,an empirical test is conducted based on survey data from local companies inGuangdong. The results show that：1. brand matching,market matching and strategic matching have positive effect on crossovermarketing,and brand matching has the strongest effect;2. market dynamic and market uncertainty positively moderate therelationship between brand matching and crossover marketing as well as the relationship between market matching and crossovermarketing;3. market dynamic and market uncertainty does not positively moderate the relationship between strategic matchingand crossover marketing. The traditional enterprises should integrate with mobile internet,and improve the matching level interms of brand,market and strategy;and they should pay special attention to the matching level of brand.