从“卖萌”到“买萌”：4I理论视角下棉花娃娃营销策略研究

From “Selling Cute” to “Buying Cute”: Research on the Marketing Strategy of Cotton Dolls from the Perspective of 4I Theory

摘要: 随着“萌经济”从亚文化圈层走向主流消费市场，棉花娃娃产品逐渐成为当下年轻群体情感体验、圈层认同的重要消费品。在新媒体时代，棉花娃娃市场营销呈现出渠道扩张与IP联名并存等特征。本研究从4I理论视角出发，通过案例研究对近年来棉花娃娃的营销策略展开分析，并针对文化“破圈”难等困境提出相应的建议，试图为棉花娃娃行业突破同质化竞争、构建可持续品牌价值提供理论参考与实践路径。

Abstract: With the “cute economy” moving from the subcultural circle to the mainstream consumer market, cotton doll products have gradually become an important consumer product for the emotional experience and circle recognition of young people. In the new media era, cotton doll marketing shows the characteristics of channel expansion and IP co-branding. Starting from the perspective of 4I theory, this study analyzes the marketing strategy of cotton dolls in recent years through case studies, and puts forward corresponding suggestions for the difficulties of cultural “breaking the circle” and other difficulties, trying to provide theoretical reference and practical paths for the cotton doll industry to break through homogeneous competition and build sustainable brand value.