Flooring industry and television industry cross-industry marketing: the coming together of innovation across industry.

<p> Introduction </ p> <p> 2010 年 7 months late, the author with the Forest Industry Association president and his party leadership over the king, positive for domestic floors and two television cross-industry cooperation in the industry around, finally happy .to witness the two successive rounds of inter-industry cooperation in the successful marketing industry together: Nature floor and the Haier Group, Power Dekor Group and Changhong have announced the signing of the Covenant marketing cooperation across industry, and promptly launched a new round of marketing the corresponding .strategy. .</ P> <p> the same time, the four famous enterprises signed a row, quickly caught the attention of society. .Many people have sent questions: why does it happen so suddenly? .Behind the coincidence is accidental or a regular plan? .</ P> <p> four famous enterprises in the external activities of this publicity and marketing, we see a striking similarity: two pairs of combination of "green, environmental protection, energy saving, healthy" marketing theme; are .adopted a "give the floor to buy color TV," the promotions; have the benefit of consumers for the purpose of ... ... such a high degree of approximation can not help but think: Grafting the floor and appliances, will be the formation of a new type of marketing .? .</ P> <p> here, I will use "cross-industry marketing" the idea to interpret this question, since the gift industry, forestry industry's annual gathering of the "Boao Forum." .</ P> <p align="center"> </ p> <p align="center"> chairman of China's cross-industry marketing alliance BRANCH CAMPUS </ p> <p> read: famous enterprises cross-industry co-operation behind the </ .p> <p> looking for strong cooperation with other sectors, is a modern enterprise cleverly enhance their competitiveness is an effective way. ."Cross-industry marketing" value, that is, to help us in different types of enterprises, looking to combine the complementary strengths, and through a combination of science, so that the advantages of complementary and joint efforts to gain greater overall competitiveness. .</ P> <P> <P> <p> nature and Haier, Changhong Dekor and cooperation between, in fact, through "cross-industry marketing" idea to the planning and implementation. .These two sectors in the planning of the docking, we first want to see "the floor and television are part of home life", which is based on the needs of cooperation; Secondly, we found that high-tech products are in the pursuit of healthy, green ., energy saving, environmental protection, which is based on the aspirations of the cooperation; Finally, we find: the floor and television all need a good promotional theme, which is the basis of bilateral cooperation opportunities. .Based on these three, can smooth the implementation of cross-industry marketing mix, which, nature and Haier, Changhong Dekor and the smooth implementation of the cross-industry cooperation for the realization of the "shared store, share the brand of the plastic image, .A total of promoting sales "purposes. .This reflects the cross-industry marketing theory has long been advocated by the "supply and demand docking, integration of resources, complement each other, creating a win-win" concept, so that the two "match" the brand, features and advantages of the different characteristics of effective .combination, to achieve the perfect integration of value. .Two floors and appliances for the industry to explore win-win way, the search for effective cross-industry put up a sharp combination of flags, played a pioneering role, has been widespread concern in the industry and thinking. .</ P> <p> Here, we especially want to thank the Chinese Forestry Industry Association, Man Wang, president, pinnacle Secretary-General Lu Bin, Li Zhiwei editor of industry leaders and relevant departments, for their cross-industry marketing .concept in the floor made the popularity of the industry the support and promotion. .</ P> <p> into the floor cross-industry marketing industry in fact already had a precedent: In 2003, natural flooring and full house on the Hong groups have "tea knot board Romance" cross-industry marketing cooperation, and by tea .green, healthy image, brand image to shape the floor to play a role in achieving the tree trunk and leaves the perfect dialogue. .Since then, the rich benefit oak flooring and Changyu also for the media, to build out a section between the floor and the wine, "wine knot rubber plate edge" of the story. .There has just opened in April this year, the Guangdong city of Chong Yun Tie Guan Yin tea sector development and a large Wang Huaxiang Court, "New Road gate of tea," the project, the success of these cases, demonstration of cross-industry marketing theory on the floor .practical value and the broad industry recognition of entrepreneurs. .</ P> <p> FAQ: how to find cross-industry co-operation </ p> <p> many people feel: Cross-industry co-operation between the hard, the biggest problem is the feeling of no cooperation. .In fact, we need not worry about this. .Each business has a very rich business resources, such as brand image, such as products, such as services, such as channels, such as culture, etc., in these resources, careful analysis and identify the point of integration is not difficult. .</ P> <p> real challenge is: how to create a stable and effective long-term cross-industry cooperation system, so that marketing can always cross-industry enterprise services and the resources of partners into their own real advantage. .To do this step, the light has cross-industry awareness and partner trust is not enough, </ p> <p> Some entrepreneurs have encountered cooperation fails, they said to me: "We have this sense, there are sincere, .but still failed, this road can go through it? ."For this question, I have" cross-industry marketing, "the book said:" The mistake is not the road, but in the law. .Line being to the right way, I do not know the technique, carry huge natural fallacy. ."Tao is the truth, thought, consciousness that guides us forward; but the light of thought is not enough, we need to" act in the law "," should have surgery "; law is the law, surgery is the skill, not .follow the law, do not have the skills, understand the reason of light, it is difficult to succeed. .</ P>.