Author(s)

Wang Qian, Han Jiazhen, Hu Lu

Corresponding Author

Hu Lu

Abstract

This paper delves into the new pathways for the development of crossover marketing for Baijiu from a cross-cultural perspective. In the context of globalization and cultural diversity, the Baijiu industry faces intense market competition and diverse consumer demands. To seek new growth points, Baijiu brands are beginning to explore crossover collaborations, creating new marketing models and consumer experiences through integration with other industries or cultures. This paper first provides an overview of the concepts of crossover marketing and cross-cultural marketing, then proposes four fundamental principles of crossover marketing for Baijiu. It analyzes the current status and trends of Baijiu crossover marketing, identifying existing problems and challenges. Subsequently, from a cross-cultural perspective, the paper proposes new pathways for Baijiu crossover marketing. These include leveraging digital marketing and social media promotion, establishing international co-branding and Baijiu cultural IP collaborations, and organizing Baijiu cultural exchange events. The findings offer valuable insights and references for breaking traditional boundaries, expanding brand influence, and meeting diverse consumer needs in the realm of Baijiu crossover marketing from a cross-cultural perspective.

Keywords

crossover marketing, Baijiu, brand collaboration, cultural integration