随着紧张而剧烈的社会时代变迁，不同领域、不同品牌之间的跨界融合成为企业应对市场变化的重要对策，品牌所象征的社会阶级、人文特征、身份地位以及个性特征将作为其消费决策重要影响因素，企业究竟该如何通过跨界营销塑造品牌人格以及如何管理品牌人格？本文对跨界营销与品牌人格的相关理论及文献进行系统的梳理与研究，以跨境业务为主的A综合型电商这一行业领导者作为研究对象，通过以品牌个性维度为核心的问卷调查法，测量消费者对于该跨境电商跨界营销前后的品牌人格认知的变化情况，验证跨界营销对于品牌人格的再塑造是有影响的；通过个案分析法剖析如何有效的跨界营销，对品牌人格的管理和再塑造起到积极意义，从而为其他企业及后来研究者提供建议与启示。

关键词：跨界营销、品牌人格、品牌个性维度、跨境电商、个案分析法

With the tense and drastic changes of the social era, crossover integration between different fields and different brands has become an important strategy for enterprises to cope with market changes. The social class, humanistic characteristics, status and personality characteristics symbolized by brand will be the important influencing factors of consumption decision-making. How should enterprises shape brand personality through crossover marketing and how to manage brand personality? This paper systematically combs and studies the related theories and literature of crossover marketing and brand personality. Taking the industry leaders of a successful Chinese company as the research object, this paper measures the changes of consumers’ brand personality perception before and after crossover marketing by questionnaire survey with brand personality dimension as the core. This paper demonstrates that crossover marketing has an impact on the reshaping of A company brand personality. Case study is used to analyze how to effectively marketing will play a positive role in the management and reshaping of brand personality. The results will provide suggestions and enlightenment for other enterprises and subsequent researchers.

Keywords: Crossover Marketing, Brand Personality, Brand Personality Dimension, Cross-border E-commerce, Case Analysis