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On the "Borrowing Marketing" of Enterprise Brands in the New Media Era

Hui Wang, Shuxin Jiang


"Leverage marketing" is a new marketing method that integrates the products to be sold into the environment that consumers
like, unconsciously promotes their awareness and understanding of products, and fi nally accepts products and consumption. Based on the
new media era, this paper analyzes the "borrowing marketing" of corporate brands from two aspects, fi rst summarizes the problems existing
in actual marketing, and then discusses the strategy of how to eff ectively "borrow marketing" with the help of new media, hoping to have
reference value for corporate brand marketing.


new media era; Corporate branding; Leverage marketing

Full Text:


Included Database


[1] CHEN Wanzhen. Research on advertising creativity in the era of new media[D].Qingdao University,2020.)

[2] ZHANG Yinan. Research on the communication mechanism and strategy of leveraging marketing under the background of new media[D].Henan

University of Technology,2017.)

DOI: http://dx.doi.org/10.18686/modern-management-forum.v7i10.10668