“考古盲盒”产品的开发与营销策略研究

Research on the Development and Marketing Strategy of “Archaeological Blind Box” Products

摘要: 在“文博热”的背景之下，考古盲盒一经推出便爆火，但在盲盒自身产品设计与市场营销方面仍存在诸多问题。考古盲盒设计过程中应注重产品本身的科学性、实际功能以及其所承载的文化属性，在营销策略方面应当拓宽营销渠道，积极利用热点事件，不断推陈出新。通过对上述问题的讨论，以期考古盲盒能在我国的文化事业建设当中发挥出相应的作用。

Abstract: Under the background of “Wenbo fever”, the archaeological blind box has been popular since its launch, but there are still many problems in the design and marketing of the blind box itself. The design process of the archaeological blind box should focus on the scientific nature of the product itself, the actual function and the cultural attributes it carries, and the marketing strategy should be to broaden the marketing channels, actively utilize the hot events, and continue to introduce new ideas. Through the discussion of the above issues, we hope that the archaeological blind boxes can play a corresponding role in the construction of China’s cultural undertakings.