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

DOI

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.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Guicheng Hu
PY  - 2018/01
DA  - 2018/01
TI  - The Enlightenment of Uber's User Experience-Centered Crossover Marketing
BT  - Proceedings of the 2017 7th International Conference on Education and Management (ICEM 2017)
PB  - Atlantis Press
SP  - 315
EP  - 320
SN  - 2352-5428
UR  - https://doi.org/10.2991/icem-17.2018.65
DO  - 10.2991/icem-17.2018.65
ID  - Hu2018/01
ER  -