全球化背景下跨文化品牌营销策略优化路径研究——以泡泡玛特为例

Research on the Optimization Path of Cross-Cultural Brand Marketing Strategy in the Context of Globalization—Taking Pop Mart as an Example

摘要: 在全球化的商业环境中，跨文化品牌营销已成为企业拓展国际市场的关键策略。本文以中国潮流玩具品牌泡泡玛特为案例，探讨了其在全球市场中的品牌营销策略，并分析了在不同文化背景下的优化路径。通过对泡泡玛特的案例研究，本文发现有效的跨文化营销策略能够显著提升品牌在国际市场的竞争力和消费者认同。最后，本文总结了对其他品牌在全球化背景下进行跨文化营销的启示和建议。

Abstract: In the global business environment, cross-cultural brand marketing has become a key strategy for enterprises to expand the international market. This paper takes the Chinese trendy toy brand Pop Mart as a case study to discuss its brand marketing strategy in the global market and analyze its optimization path in different cultural contexts. Through the case study of Pop Mart, this paper finds that an effective cross-cultural marketing strategy can significantly improve the competitiveness and consumer recognition of brands in the international market. Finally, this article summarizes the implications and suggestions for other brands to conduct cross-cultural marketing in the context of globalization.