泡泡玛特市场营销策略研究

A Study on the Marketing Strategy of Pop Mart

摘要: 随着我国国民生活水平不断提高，消费者的需求也越来越个性化差异化。本文以泡泡玛特潮流玩具公司为研究对象，对泡泡玛特营销模式进行了深入探究，利用内外部环境分析法对该公司的发展概况、营销环境、存在的问题进行分析，并结合传播效果层次理论从认知、行动、感知等方面分析得出泡泡玛特公司可以通过创新产品，提升产品和售后服务质量、合理制定盲盒价格策略以及拓展丰富的内容策略来更好地完善公司盲盒产品的营销传播策略。

Abstract: With the continuous improvement of the living standards of our country’s citizens, consumers’ demands have become increasingly personalized and differentiated. This article takes the Pop Mart trendy toy company as the research object and conducts an in-depth exploration of Pop Mart’s marketing model. Using the internal and external environment analysis method, it analyzes the company’s development overview, marketing environment, and existing problems. Combined with the theory of communication effect levels, it analyzes from the aspects of cognition, action, and perception to conclude that Pop Mart Company can better improve its marketing and communication strategies for its toy box products by innovating products, enhancing product and after-sales service quality, reasonably formulating price strategies for toy boxes, and expanding and enriching content strategies.