文化消费视域下考古盲盒营销模式的构建与优化研究

Research on the Construction and Optimization of the Marketing Model of Archaeological Blind Boxes from the Perspective of Cultural Consumption

摘要: 在文化消费升级与国潮复兴的时代背景下，考古盲盒作为一种融合文化内涵与消费体验的创新产品形态迅速崛起。本文基于文化消费理论，系统分析考古盲盒兴起的深层文化动因、消费心理基础与市场特征，构建涵盖“4E核心价值主张”与“4C支撑策略路径”的协同模型，并剖析当前营销模式的现状与困境，提出强化文化价值叙事、深化沉浸式互动体验、构建数字化社群生态、推动IP衍生价值开发等优化路径，旨在为考古盲盒产业的可持续发展提供理论支撑与实践参考。

Abstract: Against the backdrop of cultural consumption upgrading and the revival of national trends, archaeological blind boxes have rapidly emerged as an innovative product form integrating cultural connotations with consumption experiences. Based on cultural consumption theory, this paper systematically analyzes the underlying cultural drivers, consumer psychological foundations, and market characteristics behind the rise of archaeological blind boxes. It constructs a synergistic model encompassing the “4E Core Value Propositions” and “4C Supporting Strategic Pathways,” examines the current status and challenges of existing marketing models, and proposes optimization strategies. These include strengthening cultural value narratives, deepening immersive interactive experiences, building digital community ecosystems, and promoting IP derivative value development. The study aims to provide theoretical support and practical references for the sustainable development of the archaeological blind box industry.