中文摘要：跨界营销作为一种新型的营销策略，受到各界各业越来越广泛的关注。虽然跨界营销随处可见，跨界成功的企业也数不胜数，但是对于跨界营销对饮食行业影响的研究较少，基于此，笔者以快餐饮食行业巨头之一的肯德基为例，对肯德基的跨界营销策略进行了研究和分析。通过研究和分析，本文肯定了跨界营销对于餐饮行业的优势和劣势：跨界营销策略可以增加品牌知名度，提高市场核心竞争力，减少企业运营成本，若跨界营销策略使用不当，就会事倍功半或得不偿失，甚至还可能让企业落入跨界的滑铁卢。
关键词：跨界合作；企业品牌；营销策略
Abstract:As a new marketing strategy, cross-border marketing has attracted moreand more attention from all walks of life. Cross-border marketing is used ubiquitously and there are countless successful crossover marketing cases, however, there is a few researchesconcerning cross-border marketing on the effects of diet industry, thus, taking KFC which is one of the giants in fast food industry as example, the paper studies and analyzes KFC’s crossover marketing strategies. Through research and analysis, this paper affirms the cross-border marketing advantages and disadvantages for food and beverage industry that crossover marketing strategy can increase brand awareness, enhance the core competitiveness of the market, and reduce the enterprise cost. If the cross-boundary marketing strategy is not used properly, it will be duplication of efforts and not worth the cost, and it may even let the enterprise fall into the abyss of business.
Key words:crossover cooperation; corporate brands; marketing strategy
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