基于电子商务平台的泡泡玛特品牌发展研究

Research on the Development of Pop Mart Brand Based on E-Commerce Platforms

摘要: 随着互联网技术的发展，电子商务已成为品牌增长的核心驱动力。本研究以泡泡玛特为案例，剖析其依托电商平台实现品牌快速崛起的路径，通过分析其电商运营策略、用户互动模式及品牌传播逻辑，提炼成功的底层逻辑。研究表明，泡泡玛特通过以用户需求为核心的全链路运营，在电商领域形成独特竞争力，为同类品牌的数字化发展提供了可借鉴的实践框架。

Abstract: With the development of Internet technology, e-commerce has become the core driving force for brand growth. This study takes Pop Mart as a case to analyze the path it took to achieve rapid brand rise through e-commerce platforms. By examining its e-commerce operation strategies, user interaction models, and brand communication logic, the underlying logic of its success is distilled. The research shows that Pop Mart has formed a unique competitive edge in the e-commerce field through full-chain operation centered on user needs, providing a practical framework for the digital development of similar brands.