Cross-border (Crossover) Marketing- The search for a comprehensive interpretation of the user experience.docVIP

 PAGE \* MERGEFORMAT 11 Cross-border (Crossover) Marketing: The search for a comprehensive interpretation of the user experience When you see the recent frequently appear in major financial magazine, on the Buick Park Avenue (Park Avenue) models print media advertising, if not the text description of images, you may be difficult to tell in the end of this advertisement is a Buick ad , or the Nike ads, or the two companies jointly launched the ad: in a very luxurious Buick Park Avenue car next to Tiger Woods as a spokesperson (Tiger Woods), head wear with a Nike ticks mark the sun hat, wearing the same logo with a Nike check mark short-sleeved shirt, left his mark as a symbol of golf clubs, his face is a friendly and amiable smile. Analysis of the advertisement of the work itself, or at least can be found three kinds of elements: Buick Park Avenue cars, Nike, casual sportswear, golf clubs. If we link these three elements in a very easy to set these three elements are given in one of the target audience: high-end business people, established in a career full of self-confidence and vigor, in the intricate work, know how to look for and find spice of life. As the first professional golf tournament involved in a car brand, Buick brand and golf have a profound origins. In North America, Buick sponsored the competition’s top PGA golf tournament in the Buick Open and the Buick Invitational golf. Golf genius Tiger Woods in 2005, won his fourth Masters Cup title, the Buick and then Gannett’s in the ‘USA Today’ (USA Today) to advertise, saying that ‘the tiger, to congratulate you on another brilliant. The pursuit of the best with you a Buick. ‘ Tiger Woods since 1996, became one of the spokesmen for Nike products. From the initial series of Nike Golf apparel, to the later series of Nike Golf equipment. Golf community around the world this century a rare genius, Nike, Inc. After more than 10 years of meticulous planning, its golf products and gradually occupy the high-