“剩菜盲盒”的消费心理与营销策略研究

Research on Consumer Psychology and Marketing Strategies of “Surplus Food Blind Box”

摘要: “剩菜盲盒”作为“盲盒经济”的衍生形态，深受年轻消费群体的热捧。这一模式通过整合临期食品与盲盒的玩法，随机组合食物搭配成盲盒形式售卖给消费者，不仅价格便宜，还减少了食物浪费。源自海外的“剩菜盲盒”通过“剩菜 + 盲盒”这一新兴的营销模式在国内爆火，掀起一股消费热潮，其火爆原因值得深入探讨。本文首先简述“剩菜盲盒”的由来，以消费心理的角度解析“剩菜盲盒热”的原因，探讨了“剩菜盲盒”营销的问题现状，并提出了相应的营销策略建议。

Abstract: As a derivative form of the “blind box economy”, the “surplus food blind box” has gained immense popularity among young consumers. This model combines near-expiry food products with blind box mechanics, selling randomly assembled food combinations at discounted prices while reducing food waste. Originating overseas, the “surplus food blind box” has sparked a consumption frenzy in China through its innovative “leftover food + blind box” marketing strategy, with its viral success warranting in-depth exploration. This paper first outlines the origins of surplus food blind boxes, analyzes the psychological factors driving this trend from consumer behavior perspectives, discusses the current challenges in the marketing of “surplus food blind box”, and puts forward corresponding marketing strategy suggestions.