基于用户体验互补的跨界合作运作与营销策略研究

Cross-border cooperation is a new cooperative pattern of non-associated industries. This project intends to explore the operation and marketing strategy of cross-border cooperation from complementary user experience perspective. By refining the key elements and characteristics of consumer, brand and channel, we summarize the typical structural models which has influence on the performance of cross-border cooperation. Based on the analysis of the impact mechanism between different cooperative brands, we characterize the complementarity of user experience derived from multiple brands under the setting of product cross-border cooperation. Through an investigation of interactive mode between the brand and channel, we analyze the influence mechanism and brand operation strategy of channel sharing, innovation and marketing channel innovation under the setting of channel cross-border cooperation. In addition, by filtering the static, dynamic and operational characteristics and function of brand and channel, we carefuly design utility model, and define the conditions and strategies of cross-border cooperation. Moreover, we analyze the effect of traditional contract on all parties of the cross-border cooperation, and identifies its applicability and limitations. As a consequence, new contract mechanisms are designed and verified. This will overcome the limitations of traditional cooperative theory to a certain extent, enrich and expand its application between non-related industries extensively. Specifically, it can greatly promote innovation and breakthrough of the theory of cooperation. By applying the related research results to the practice of cross-border cooperation, it will help enrich the operation management and marketing theory, and enhance the adaptability and competitiveness for enterprises to carry out cross-border strategies.

跨界合作是无关联行业基于用户体验互补形成的新的合作方式。项目拟基于用户体验互补，探究跨界合作的运作和营销策略。项目从消费者、品牌和渠道等维度出发，提炼跨界实践中品牌合作的关键要素和特征指标，归纳影响其效率的典型结构模式。分析产品跨界中合作品牌之间的影响机制，对不同品牌的用户体验互补进行形式刻画。析取渠道跨界中品牌与渠道的交互方式，分析渠道共用、创新与营销渠道创新等模式对合作品牌运营策略的影响机理。过滤品牌与渠道的静态、动态和运作特征，设计相应的选择模型，界定跨界合作的条件及策略。分析传统契约对跨界参与各方的影响，分析其适用性与局限性，并设计新的契约机制。这将在一定程度上克服传统合作理论的局限性，丰富并拓展其向更广泛、无关联的行业间合作演进，较大的推动合作理论的创新与突破。相关研究成果应用于跨界实践，将有助于丰富运作管理与营销理论，对企业实施跨界策略以增强其适应性和竞争力具有较强的指导意义。

跨界合作是无关联行业基于用户体验互补形成的新的合作方式。项目基于用户体验互补，探究跨界合作的运作和营销策略。主要研究：1、影响跨界合作效率的关键要素，包括（1）考虑市场溢出和效率差异的市场进入策略；（2）考虑跨期和横向参考价格效应的两阶段定价模型；（3）考虑时间敏感消费者的共享单车企业最优定价和可用性策略。2、不同跨界情境下的零售商、供应商反应与供应链绩效，包括：（1）考虑开发商服务安装和策略更新策略的竞争OEM反应；（2）考虑零售商投资机会和时间价值的贸易信贷契约；（3）面对竞争性制造商的谷歌外包策略；（4）专有和开源系统中的广告策略；（5）扮演卖家或卖场的在线平台的策略性信息共享等。成果以Leading Article发表于Naval Research Logistics (NRL), 2019, 66(4): 283-296，和管理和运筹学主流期刊European Journal of Operational Research, International Transactions in Operational Research, Journal of Cleaner Production等。相关研究应用于H3C（华为与3COM）、ThinkPad（联想与IBM）、京东等跨界合作案例分析与实践中。这在一定程度上丰富运作管理与营销理论，对企业实施跨界策略以增强其适应性和竞争力具有较强的指导意义。