摘要：新媒体时代下，各行业间的限制门槛变低，使原本壁垒森严的行业限制渐渐被打破，消费市场的多变性特征以及随着大众生活水平的提高而产生的多样化、多元化的消费需求，导致品牌的传统营销方式很难满足大众的消费需求，致使品牌开始寻求与其他品牌合作，使品牌跨界营销成为了新的潮流，越来越多的品牌通过联名等方式进行营销，达成扩大品牌知名度的效果。本文以《剑网三》与花西子联名口红为例，分析其采用的品牌效应叠加、借助自媒体宣传、发起话题引发用户二次传播等营销策略，剖析其成功的文化因素和可能，并指出营销中的不足，提出具有参考性的改善性建议。

关键词：跨界营销 剑网三 花西子

Abstract: In the era of new media,the threshold of restrictions between various industries has become lower, making the original strict barriers to industry restrictions gradually broken.The changeable characteristics of the consumer market and the diversified and diversified consumer demands generated with the improvement of the living standard of the public make it difficult for the traditional marketing methods of brands to meet the consumer demands of the public.As a result, brands begin to seek for cooperation with other brands, making brand cross-border marketing a new trend. More and more brands carry out marketing through joint name and other ways to achieve the effect of expanding brand awareness.This paper takes the joint lipstick of JX3 and Florasis as an example,analyze the marketing strategies such as the superposition of brand effect, the use of "We Media" publicity,and the initiation of topics to trigger the secondary communication of users and analyzethe cultural factors and possibilities of its success, points out the shortcomings in marketing, and puts forward some reference suggestions for improvement.

Keywords: Cross-border marketing JX3 Florasis