Hangzhou Kub Baby Products Co. Ltd. (Kub), an e-commerce company established in 2009, sold maternal and child products. After a decade of development, Kub had earned praise from customers for the high-value, high-quality, and cost-effective products it sold, but the company's own brand, K B, remained less well known. In July 2018, Kub launched a three-day brand marketing campaign, called "K B Tmall Happy Day," which largely relied on new media. The event was successful with increased brand effectiveness; however, new media was increasingly fragmenting marketing and brand awareness. How could Kub maintain its brand success in that context? Yibo Lyu is affiliated with Dalian University of Technology.

【書誌情報】

ページ数：10ページ

サイズ：A4

商品番号：HBSP-W20495

発行日：2020/6/10

登録日：2021/2/19