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The Impact of Cross-border Linkage of Multiple Business Innovation Paths under the Internet Environment -- Based on the Research on the Linkage Activities of Wanda Group
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Abstract
With the increasing competition in the market environment and the diversification of consumer demands, traditional enterprises are constantly adjusting and developing their organizational capabilities in the process of mobile interconnection to adapt to the increasingly complex and dynamic market environment. At the same time, more and more companies are seeking cross-border cooperation in order to achieve marketing effects of resource sharing and complementary advantages. In the process of cross-border linkage, how to maximize the advantages of linkage and maximize activity benefits is a problem that every enterprise needs to analyze and study. The linkage between Wanda Group and the IP Submarine Brigade is a typical case. This article studies the example of Wanda Group's linkage IP activities, conducts field research on cross-border linkage for innovation in multiple business paths, and verifies the positive effects of this relationship through simple verification. The results show that the diversity of linkage activities will significantly improve the commercial value brought by linkage, and customers will be more willing to contribute more consumption to the linkage activities of multiple business paths. By constructing a theoretical model that includes cross-border marketing, dynamic capabilities and conditional variables, and using the case analysis method, this paper attempts to conduct field research on cross-border linkage for multiple business path innovation and verify the positive effect of this relationship, so as to provide a possible method for walking out of the dilemma of traditional business models under the mobile Internet environment.
Keywords
Cross border marketing, enterprise linkage, brand cooperation, market strategy, multiple business paths
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Cite this article
Zhang,J. (2025). The Impact of Cross-border Linkage of Multiple Business Innovation Paths under the Internet Environment -- Based on the Research on the Linkage Activities of Wanda Group. Advances in Economics, Management and Political Sciences,166,40-45.
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Volume title: Proceedings of the 4th International Conference on Business and Policy Studies
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