被问到Labubu怎么答？港中文市场营销视频面试问题解析！

26fall港中文提前批MKT（市场营销）专业视频面试邀请来啦！

我们之前剖析了MKT专业的宣讲会重点：比港大还卷？26Fall港中文市场营销宣讲会信息总结

（递交申请后收到的邮件通知）

📋 面试基本要求：

• 固定5道题目，必须严格按照顺序回答

• 录制时长不限，但文件大小需控制在10MB以内

• 视频格式：MP4，务必确保音画同步、画面清晰可见

• 文件命名格式：五位数+姓氏+名字+申请号（例如：00000_XINGSHI MINGZI MKT1234567）

• 特别注意：文件只能提交一次，逾期不予受理！

港中文今年的面试要求，整体更倾向于对于社会热点的营销知识的理解。

面试题速览：

Q1: Please introduce yourself briefly (including your name, application number, university, major, GPA, etc).

Q2: Why do you choose the CUHK MSc in Marketing program?

Q3: How do you plan to contribute to the CUHK MSc in Marketing program?

Q4: Tell us about the recent popularity of Pop Mart’s Labubu toys. From a marketing perspective, why do you think they became so successful?

Q5: ChatGPT and AI-generated content are now widely used in marketing. What are the pros and cons of using AI in marketing campaigns?

由于需要按题目顺序依次作答，强烈建议大家在录制时为每道题添加字幕和进度条，这样既方便审核老师查看，也能体现你的细致和专业。

为了帮助大家更好地应对这次面试，我会在接下来的文章中详细拆解5道题目的回答思路&回答案例，一起来看看吧！

【视频结构&核心要求】

【视频结构】

由于所有问题都要录在一个视频里，我们有两种处理方式：

方式一：分题回答就是明确地一题一题回答；

方式二：承接式叙述，用过渡语句把问题之间自然串联起来；

例如：

"Building on that background..."

"Which naturally led me to..."

"Looking ahead, AI makes this even more relevant..."

承接式回答的完整思路：

①先从自我介绍开始，然后自然过渡到"我为什么要从（例如）金融专业转向市场营销"；

②接着顺势谈论选择这个项目的原因，通过提及核心课程和专业方向来表达"我想学什么"；

③再自然引导到"我将如何在学习期间贡献价值"；

④然后用Labubu作为案例分析的实例；

⑤最后以AI发展作为行业前瞻性思考收尾。

这样就覆盖了申请人应该展示给学校的所有关键要素：个人背景、申请动机、分析能力、行业趋势洞察。

【核心要求】

要想在视频面试中脱颖而出，有几个核心策略需要掌握。

商学院最看重匹配度，所以why cuhk & why you的故事必须个性化且具体，只有差异化的经历才能让面试官记住你。

同时，要通过案例分析展现对marketing的深层见解和分析技能，在展示软技能时也要讲出独特的故事，避免千篇一律。

从整体来看，这五道题的设计很有策略性，分别考察申请人的不同维度，构成了完整的能力评估体系。

视频面试本身也在同时考查你的逻辑表达能力和自信从容的面试状态。

【问题分析及应对策略】

【问题1】

Please introduce yourself briefly (including your name, application number, university, major, GPA, etc).

请简单介绍一下自己（包括姓名、申请编号、大学、专业、GPA 等）。

这道题考什么：

建立初步印象，确认基本信息，展现基本学术背景。

怎么回答：

自我介绍的核心是在流利展示基本信息（学术背景、实习经历、其他相关经验）的同时，重点突出申请动机。

关键在于，当你说"我具备某项能力"时，必须用具体事例来证明，而不是空口白话。建议用STAR模型来组织：描述具体情境（Situation）、遇到的任务或问题（Task）、你采取的行动（Action）、最终取得的结果（Result）。

在展示完个人能力后，可以加上一两句关于知识需求的表述，比如"为了在这个领域更进一步，我需要系统学习某某课程"，这样就能自然过渡到第二个问题了。

问题1回答示例：

I am currently studying Finance & Banking, and my core courses include Accounting I & II, Intermediate Accounting I & II, and finance modules like Corporate Finance, Investment Analysis, and Financial Markets & Institutions.

Two experiences nudged me toward marketing. First, in accounting support for two local shops, a resale store and a nutrition retailer, I worked on reconciliations, SKU-level margin tables, and month-end tie-outs. When I matched promotions to SKU margins and repeated purchases, I realised that even small pricing or packaging changes could shift conversion and basket mix. Second, in a corporate-finance case, I extended a DCF by adding carbon-price scenarios and sensitivity checks. That exercise showed me how sustainability narratives and perceived risk can shape demand and willingness to pay, not just the cost of capital.

Over time, I formed a set of habits, including taking messy data, defining clear rules and checklists, testing a small model, then codifying it into a team SOP. I want to bring that discipline into marketing, linking insight to action. That’s why, next, I am excited to explain why your programme in Marketing fits how I learn and where I want to grow.

【问题2】

Why do you choose the CUHK MSc in Marketing program?

为什么选择香港中文大学市场营销硕士课程？

这道题考什么：

考察你对项目的了解程度、选择动机、以及项目与你的匹配度。

怎么回答：

回答这个问题前，务必仔细研读官网的项目介绍和核心课程设置。然后从你的学术背景出发，思考"我最应该突出什么优势"——比如你在内容创作、数据分析或行业洞察方面的特长，用这些核心优势去匹配项目特色。

接下来要诚实地分析自己的不足。通过具体事例说明"我在哪些方面还有欠缺"，然后明确表达希望利用学校的哪些资源（比如特定课程、实验室、导师专长等）来提升相应能力，最终实现你的职业目标。

问题2回答示例：

Your programme blends tradition and technology, intuition and analytics, which mirrors my own path from finance discipline to consumer insight. The core courses, Marketing Management, Marketing Research, Buyer Behaviour, and Digital Marketing, cover the foundations I need to formalise what I have been doing in small teams: asking better questions, designing clean tests, and turning results into action.

I am especially drawn to the AI & Quantitative Marketing concentration. Courses like Overview and Advanced Machine Learning in Marketing, Customer Analytics, and AI & Social Media would help me move from Excel-based rules to model-driven segmentation, pricing, and creative testing. I also value the Practicum and Business Field Study, because I learn best by building real dashboards, running experiments, and closing the loop from test to rollout with local companies.

My goal is to become a data-literate marketer who can translate behavioural patterns into profitable actions, for example, connecting SKU margin movements to audience segments and offers, or linking sustainability signals to brand preference and price realisation. Undertaking this programme will give me the toolkit, mentorship, and field exposure to do exactly that.

【问题3】

How do you plan to contribute to the CUHK MSc in Marketing program?

你计划如何为香港中文大学市场营销硕士课程做出贡献？

这道题考什么：

考察你的主动性、团队协作能力、独特性以及你能为班级/项目带来的价值。

怎么回答：

第二题说完了选择理由和学习动机后，很自然就会引出"如何完成学业"这个话题。

所以第三题关于"贡献"的回答，重点应该放在"当我面对硕士阶段各种市场营销项目和学业任务时，我现有的优势如何帮助我取得更好的成绩"。

换个角度理解会更清楚：以你目前的能力为起点，按照"我能做什么/如何去做"到"未来要学什么/实现什么目标"的逻辑来组织答案。

问题3回答示例：

I am used to turning ambiguity into workable rules. On previous teams, I built AR-ageing views, DSO tracking, SKU margin tables, and month-end tie-outs; in marketing projects, I created one-page conclusions and SOP checklists so the team could replicate results.

Based on my background, I will contribute in three ways while studying in your programme:

1.First, in Marketing Research and Customer Analytics, I will help teams define a metric dictionary, set guardrails for experiments, and ensure we have a repeatable review cadence, from hypothesis to test to retro.

2.Second, in Digital Marketing and AI & Social Media, I can operationalise a test-learn-scale loop: small A/Bs on audience, offer, and creatives; quick synthesis; then scale the winners.

3.Third, in the Practicum, I will bring a practical dashboard mindset: transparent assumptions, traceable data cleaning, and tidy handovers so partners can keep using what we build.

Beyond coursework, I enjoy running tool clinics, helping classmates move from ad-hoc spreadsheets to reusable templates. I believe that raising the team’s execution quality is itself a contribution, because good marketing is not just smart ideas; it is the smart ideas that are measured, repeatable, and shipped.

【问题4】

Tell us about the recent popularity of Pop Mart’s Labubu toys. From a marketing perspective, why do you think they became so successful?

请谈谈泡泡玛特拉布布玩具最近的受欢迎程度。从市场营销的角度来看，你认为它们成功的原因是什么？

这道题考什么：

考察你对市场现象的观察力、运用市场营销理论分析实际案例的能力、以及对当前趋势（尤其是中国/亚洲市场）的了解。

怎么回答：

首先简述Labubu现象，然后从五个核心维度进行营销分析：

①产品策略层面，盲盒机制通过稀缺性与惊喜感创造游戏化体验，刺激重复购买和收集欲望；

②IP打造与情感连接方面，独特的"暗黑可爱"形象设计具有强烈辨识度，通过storytelling建立品牌人格，与知名艺术家合作提升艺术价值；

③社群营销与用户共创层面，利用粉丝自发创作的UGC内容在社交媒体病毒式传播，极大扩展品牌影响力；

④全渠道零售体验，线下通过标志性自动售货机和沉浸式主题门店创造独特购物体验，线上通过小程序、电商平台覆盖广泛用户；

⑤精准目标定位，深度洞察年轻消费者的社交需求、收集癖好和个性化追求，满足其情感和兴趣付费意愿。

最后补充跨界联名与热度维持策略，通过与迪士尼、哈利波特等知名IP或品牌联名不断制造话题，以及收藏价值与投资属性，限量款的升值潜力进一步刺激消费和收藏行为。

建议结合个人观察或相关经历来支撑分析，展现对当代消费心理和营销趋势的深度理解。

问题4回答示例：

I will analyse Pop Mart’s Labubu in four steps, drawing parallels with my own experience in finance and retail operations.

1.First, I look at positioning: Labubu is a ‘dark-cute’ IP, distinct from the typical kawaii style. This strong contrast builds instant recognition and collectability. It reminds me of my work in a local nutrition store, where even small changes in packaging or product positioning could shift which SKUs became ‘must-haves’ for regular customers.

2.Second, I examine the mechanism: the blind-box format, chase variants, and limited drops create both scarcity and a lottery-like thrill, driving repeat purchases. In my finance support roles, I tracked promotion cycles and saw how time-bound offers boosted certain SKUs, similar to how Labubu’s drop pacing sustains excitement.

3.Third, I consider propagation: KOL seeding, UGC unboxing, and cross-brand collaborations amplify reach and build community identity. In my marketing project work, I’ve run small-scale user tests and conversion reviews, which taught me how community-driven sharing can speed up adoption.

4.Finally, I review the economics: the active resale market acts as a price signal, strengthening FOMO, while controlled release timing keeps demand high. This is not unlike how I monitored sales and cash flow timing in the tech companies I interned with, where pacing supply and managing expectations influenced both revenue flow and customer behaviour.

In summary, Labubu’s success is a mix of differentiated positioning, gamified scarcity, social amplification, and economic signalling. If I were advising, I would combine community listening with Customer Analytics to detect saturation, and run A/B tests on bundles and pricing. That’s where your module on Strategic Brand Management, Pricing Analytics, and AI & Social Media courses could directly support this kind of decision-making.

【问题5】

ChatGPT and AI-generated content are now widely used in marketing. What are the pros and cons of using AI in marketing campaigns?

ChatGPT 和 AI 生成内容现在广泛应用于市场营销。在市场营销中使用 AI 的利弊是什么？

这道题考什么：

考察你对前沿技术(AI)的理解、批判性思维能力、以及评估技术应用利弊的能力。

怎么回答：

这道题的答题思路应该展现平衡的观点，既要看到潜力也要识别风险。

可以按照"优势-劣势-总结"的框架来组织回答：

优势方面从三个维度分析：

首先是效率与规模化，AI能够自动化内容创作，包括产品描述、社交媒体帖子、邮件主题、广告文案生成、个性化推荐等，大幅提高效率并处理海量任务；

其次是个性化与精准营销，AI通过分析用户数据实现超个性化内容推送、产品推荐、广告投放，提升用户体验和转化率；

第三是数据分析与洞察，快速处理分析海量市场数据，提供深度商业洞察。

劣势方面也有四个关键问题：

①缺乏人情味与品牌个性，AI生成内容可能过于机械化、缺乏情感深度和独特的品牌个性，难以建立真正的品牌情感连接；

②内容质量与准确性风险，可能产生事实错误、逻辑不通、陈词滥调或"幻觉"内容，需要严格的人工审核；

③伦理与隐私问题，数据收集使用涉及用户隐私保护，AI决策可能存在算法偏见，导致歧视性营销；

④创造力局限，AI擅长模仿和重组但缺乏真正的原创性、战略思维和对复杂情感的深刻理解。

最后可以总结AI应该作为营销工具而非替代品，建议采用"人机协作"模式，在提高效率的同时保持人文关怀和创意深度。

问题5回答示例：

I will look at the pros and cons of using AI in marketing in four aspects, linking them to what I have experienced in finance and project work.

1.First, the biggest advantage is scalability. AI can produce many creative variations, personalise content at scale, and optimise campaigns in near real time. This reminds me of when I used Excel automation to generate multiple SKU margin tables; once the framework was set, scaling the output was effortless. AI brings that same efficiency to creative testing.

2.Second, AI improves decision-making speed. With predictive models, you can allocate budgets or adjust targeting quickly. In my finance internships, I built dashboards to monitor accounts receivable ageing and DSO; when metrics crossed certain thresholds, we acted immediately. AI can play the same role for marketing KPIs.

3.On the risk side, AI can dilute brand voice if outputs are too generic or raise compliance concerns around data privacy. In my marketing group projects, we always had a checklist to ensure that messaging aligned with brand tone and ethical guidelines, something that AI-generated content must also be reviewed against.

4.Finally, there’s the risk of bias or hallucinations in AI outputs. In finance, I learned that any model, no matter how sophisticated, needs human oversight to validate assumptions. The same is true in marketing: human judgment should guide AI, not the other way around.

In summary, AI can enhance creativity and efficiency, but it needs guardrails. My approach is human-in-the-loop: clear brand guidelines, small controlled tests, and exception dashboards for manual review. Your module on AI & Social Media and Advanced Machine Learning in Marketing will give me the tools to operationalise this co-pilot model, fast where it should be fast, careful where it must be careful.

【视频录制注意点】

【语言表达】

￮英文表达清晰、语速适中，避免用太复杂的长句，结构清楚易理解；

￮语气积极、真诚、自信，适度使用强调词，增强说服力。

【视觉与仪态】

￮穿着正式得体，面部表情自然，眼神有交流感；

￮视频背景干净简洁、光线柔和均匀，避免杂乱或光线不足；

￮避免明显阅读或背诵稿件感，流畅自然为佳。

【文件大小与格式】

￮录制时长不限，但文件大小需控制在10MB以内

￮视频格式：MP4，务必确保音画同步、画面清晰可见

￮文件命名格式：五位数+姓氏+名字+申请号（例如：00000_XINGSHI MINGZI MKT1234567）