数字经济时代下直播电商营销模式的创新——以“盲盒对对碰”为例

The Innovation of Live Streaming E-Commerce Marketing Model in the Era of Digital Economy—Taking “Blind Box against Box” as an Example

摘要: 随着数字经济时代的到来，打破了时空界限的直播电商作为一种新兴的电子商务模式应运而生，并迅速得到了消费者的青睐。然而，随着电商市场的逐渐扩大，消费者对于电商市场的发展也在不断提出新的要求，多元化的消费需求正在不断地催促着直播电商往更加多样化的方向发展，在此背景下，“直播 + 盲盒”这一新兴的营销模式成为直播电商的突破口，“盲盒对对碰”的营销模式由此脱颖而出，它的出现也掀起了一股前所未有的消费热潮，改变了直播电商传统的营销模式，为直播电商带来了新的发展机遇。可以说，“盲盒对对碰”的营销模式已经成为直播电商行业的新风向，为直播电商行业的创新提供了新路径。因此，本文以“盲盒对对碰”为例，在分析其营销策略的基础上，进一步探讨出数字经济时代背景下直播电商的营销模式应如何进一步创新。

Abstract: With the arrival of the digital economy era, live e-commerce, a new e-commerce model that breaks through spatial and temporal limits, emerged and quickly gained popularity among consumers. However, as the e-commerce market expanded, consumers were constantly putting forward new requirements for the market’s development, and diverse consumption needs were constantly driving live e-commerce towards more diversified directions. In this context, the emergence of the “live streaming + blind box” marketing model became the breakthrough point for live e-commerce, and the “blind box match” marketing model stood out. Its appearance also triggered an unprecedented consumption trend, changed the traditional marketing model of live e-commerce, and brought new development opportunities to live e-commerce. It can be said that the “blind box match” marketing model has become the new trend in the live e-commerce industry and has provided new paths for innovation in the industry. Therefore, this paper takes “blind box match” as an example and, based on an analysis of its marketing strategies, further explores how live e-commerce’s marketing model should be further innovated in the context of the digital economy era.