20世纪以来，品牌营销更加注重自身的符号化和多元化，营销目标也由传统的提升销量而拓展为优化品牌形象、探索业务模式等。在这样的目标下，品牌跨界联名营销成为了热门营销手段之一，能够帮助品牌以较低的成本获取市场声量、优化品牌形象。但这种新兴营销方式也面临质疑，比如能否影响品牌的长期价值等。本文希望通过对国内已有的跨界联名营销案例进行分析，评估其营销效果与事件特征，进而归纳出跨界联名营销的运行模式，以及怎样的营销组合能够带来更好的市场效果。研究中选取了2017年至2020年的20个国内典型跨界联名案例进行分析，归纳出其整体特征（行业特征、品牌特征、联名产品特征、用户价值、联名目标），并具体分析各案例的差异化特征（行业、品牌、产品关联度，及主要用户价值）。随后依据上述分析提出了“跨界联名营销效果评估框架”， 适用于“双品牌跨界合作推出限量版联名产品”的营销模式。评估框架主要包含两个联名品牌组合、共同推出的跨界联名产品，以及该营销事件带来的短期和长期效果。接下来围绕上述评估框架中的三大短期效果寻找到关键指标进行评估和分析，采用百度指数和微博总互动数评估品牌影响力的提升，对微博评论进行文本分析以评估品牌形象的优化，并以微博评论传播行为来反映潜在获客能力大小。评估结论发现，绝大部分案例都能获得正向的营销效果，但是没有某个案例在三个效果方面都表现较好，推测由于是新兴的营销手段，品牌方还未找到最有效的营销模式。针对某方面效果较好的案例进行差异特征分析后，总结出如下优势特征：（1）相关性：本身品牌/产品具有一定相关性；（2）互补性：双方在品牌内涵、营销渠道等能够互补；（3）联名产品融合双方优势，提供独特用户价值；（4）联名产品的配套服务较为完善；（5）产品设计与品牌特点和营销渠道相匹配。最后为后续营销策划提出如下建议：（1）根据营销目标选择合作品牌方向；（2）选择有更高相关性和互补性的合作品牌；（3）产品设计与品牌特点、营销目标、用户价值、营销渠道相匹配；（4）品牌双方都能积极参与，发挥优势；（5）做好基础服务，避免负面舆论；（6）适当扩大营销事件的规模。

Since 20th century, more attention has been paid in brand marketing to its symbolization and diversification, and its marketing objectives have been expanded from traditional promotion of sales volume to optimization of brand image and exploration of business model. Under such a goal, “crossover joint marketing” has become one of the most popular marketing methods, which can help brands acquire market influence and optimize brand image within fairly low cost. But the new marketing approach is also faced with questions including whether it can affect the long-term value of the brand.This paper hopes to analyze the existing crossover joint marketing cases in China, evaluate the marketing effect and campaign characteristics, and then conclude the operation mode of crossover joint marketing, as well as the marketing combinations that can bring better market effect.In this paper, 20 domestic typical crossover joint cases from 2017 to 2020 are analyzed, in order to conclude their overall characteristics (industry characteristics, brand features, joint products features, customer values, joint goals), and differentiation characteristics of each case (industry, brand or products correlation; and the core value for customers).Then, based on the above analysis, the "Crossover Joint Marketing Effect Model" is proposed, which is suitable for the marketing mode of "two-brand crossover joint marketing with co-branded products". The model mainly consists of two joint brand portfolios, co-branded products, and short-term and long-term effects brought by the marketing event.Next, key indicators are found for evaluation of the three short-term effects in the above model. Baidu index and total Weibo interaction number are used to evaluate the improvement of brand influence; text analysis is conducted on Weibo comments to evaluate the optimization of brand image, and the communication behavior of Weibo comments is used to reflect the potential customer acquisition ability.The evaluation conclusion finds that most of the cases can achieve positive marketing effects, but none of these cases performs well in all three aspects. It is speculated that the brands have not found the most effective marketing mode due to lack of practice and experience of the emerging marketing method. After analyzing the characteristics of some cases with good effect in one aspect, the following advantages are summarized: (1) Correlation: the original brands/products have a certain correlation; (2) Complementarity: the brands can complement each other in brand image or marketing channels; (3) Co-branded products combine the advantages of both brands and provide unique user value; (4) The supporting services of new products are relatively perfect; (5) Match product design with brand features and marketing channels. And the following suggestions are put forward for the follow-up marketing planning: (1) Select the type of joint brands according to the marketing objectives; (2) Choose joint brands with higher correlation and complementarity; (3) Match product design with brand characteristics, marketing objectives, customer value and marketing channels; (4) Both of the brands can actively participate and give play to their advantages; (5) Provide perfect basic services and avoid negative public news; (6) Appropriately expand the scale of marketing events.