First, reduce marketing costs. The cost of joint promotion in horizontal alliance is generally invested by both parties, which is equivalent to a certain degree of free promotion by both parties. The influence of the enterprise has expanded, the sales volume has increased, the promotion cost has decreased, and the marketing cost has decreased.
The second is: separate competition and block competitors. It is not easy to make superior resources stronger, so that competitors cannot surpass them. In-depth cooperation between different industries can occupy the scarce resources available in the region for a long time, so that competitors can only look at the ocean and sigh. For example, in the cooperation between mobile phone stores and communication operators, you can get extra discounts when you buy a mobile phone at the store and enter a certain network. Operators gave way to shopping malls, which promoted the sales of shopping malls. At the same time, shopping malls also take advantage of the opportunity for consumers to buy mobile phones, and strive for more potential customers with operators at the first time. This kind of cooperation is very exclusive, and the store can only form an alliance with one operator.
Third, improve the promotion efficiency and expand the reach of products. The formation and consolidation of products need to continuously transmit product information through various media presentations, and using the existing marketing communication channels of other products for publicity is undoubtedly a breakthrough in the traditional new channels, which is equivalent to borrowing express trains from each other. The marginal cost of both parties is almost zero, but the benefits are great.
The fourth is to maximize the interests of consumers. It is to make consumers get benefits as much as possible, which is the vitality of the alliance. The essence of cross-industry integration is to put the scattered main stakeholders on a public platform, on which all parties can realize their own interests while realizing their common aspirations. Obviously, the realization of the interests of all parties is based on the realization of the vision, and desire is a problem related to the interests of the ultimate consumers. To realize the wish, it is necessary to maximize the interests of consumers.