Horizontal construction: Research on the Proper sub-brand marketing benefit the main-brand

Abstract

Nowadays, people’s life is permeated by the Internet. Internet development has been seized as a commercial opportunity by businesses. An increasing number of enterprises started to use the Internet to spread awareness. This is known as the network effect, and the products which became famous through this way are called internet celebrity products. It is believed that the Internet is providing and will be creating a huge business opportunity as it becomes ever more prevalent. Yeezy has masterly used exciting, word-of-mouth, and hunger marketing as a typical example of enterprises that have successfully generated network effects. Its marketing strategy is worthy of studying and valuable for reference. In the exploration, Yeezy’s marketing strategy will be studied. In order to discover its marketing limitations and the perspectives of the enterprise by its biggest potential consumer——Generation Z, the survey will be handled and analyzed.