Proceedings of the 2017 7th International Conference on Education and Management (ICEM 2017)

The Enlightenment of Uber's User Experience-Centered Crossover Marketing

Authors
Guicheng Hu
Corresponding Author
Guicheng Hu
Available Online January 2018.
DOI
https://doi.org/10.2991/icem-17.2018.65How to use a DOI?
Keywords
Crossover marketing; User experience; Uber; Brand
Abstract
With the deepening of globalization and pluralism, the business limits and scopes of some industries and enterprises are no longer very clear and explicit; that is, the era of competition based solely on single enterprise, single brand and single product is over. Nowadays, marketing needs innovation, so crossover marketing came into being and has drawn a lot of attention in academia and business circle. This paper, based on the perspective of the user experience, introduces the general situation of crossover marketing at home and abroad, and through the investigation and analysis of the crossover marketing of the users, it also points out that the implementation of crossover marketing must focus on users and choose high-quality brands for cooperation, so as to break the traditional mode and adapt to local conditions. All in all, this paper is believed to be able to provide a reference to domestic enterprises.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Proceedings
Part of series
Advances in Economics, Business and Management Research
Publication Date
January 2018
ISBN
978-94-6252-463-7
ISSN
2352-5428
DOI
https://doi.org/10.2991/icem-17.2018.65How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Guicheng Hu
PY  - 2018/01
DA  - 2018/01
TI  - The Enlightenment of Uber's User Experience-Centered Crossover Marketing
PB  - Atlantis Press
SP  - 315
EP  - 320
SN  - 2352-5428
UR  - https://doi.org/10.2991/icem-17.2018.65
DO  - https://doi.org/10.2991/icem-17.2018.65
ID  - Hu2018/01
ER  -