Author(s)

Chuyao Liang, Wenbei Li

Corresponding Author

Wenbei Li

Abstract

Nowadays, people who were born in the 90s and 00s have become the most competitive consumers because of their strong consume intension and attitude. With the Internet development and the innovation of consume ideas, the crossover marketing with creativity and personality is more and more widely applied by different companies. Based on the 4Is- Interesting, Interests, Interaction and Individuality theory, this article studies the crossover strategy of Nongfu Spring’s Forbidden City Bottle as case example, focusing on two main questions: 1. What are the characteristics of the crossover marketing strategies of Nongfu Spring’s Forbidden City Bottle; 2. What innovation can the 4Is theory bring to Nongfu Spring's crossover marketing. Result finds that the relevance with products and the interests of consumers' spirit and material are effective factors; although the crossover marketing strategy of Nongfu Spring’s Forbidden City Bottle meets the four-I principles, the relevance between advertising copy and brand is low.

Keywords

4Is Theory; Crossover Marketing; Nongfu Spring’s Forbidden City Bottle