中国本土广告跨文化传播的文化营销策略探究——以泡泡玛特潮玩Labubu夏日篇广告片为例

Research on Cultural Marketing Strategies in Cross-Cultural Communication of Chinese Native Advertising—A Case Study of the Summer Episode of Labubu by Pop Mart

摘要: 伴随着经济全球化、世界一体化进程，中国文化输出按下“加速键”。新兴媒介技术助推跨文化产业向繁荣态势发展，跨文化广告如雨后春笋般不断涌现。与此同时，在消费主义浪潮下，更多年轻人将注意力聚焦于商品所承载的符号价值，物质消费向文化消费迁移，因此，降低文化折扣、创新营销方式便成为跨文化广告成功传播的迫切需要。以潮玩为代表的中国文化产品逐步在海外市场崭露头角，凭借其个性化设计、圈层化传播以及有效营销方式频频“爆单”。本文聚焦于泡泡玛特潮玩Labubu在海外流行现象，分析Labubu在海外播放量最高的夏日篇广告片为例，探讨在其跨文化传播中的文化营销策略，旨在拓展对文化营销的理解，为中国本土品牌的跨文化广告传播提供理论参考与经验范式，实现文化产品由“讲好中国故事”向“玩出文化共鸣”的成功跨越。

Abstract: With the acceleration of economic globalization and world integration, China’s cultural output has been hitting the “fast forward” button. The burgeoning media technology has promoted the development of the cross-cultural industry towards prosperity, while cross-cultural advertisements have been springing up like mushrooms. At the same time, more young people are focusing their gaze on the symbolic value carried by commodities with material consumption shifting towards cultural consumption in the context of the consumerism trend. Therefore, reducing cultural discount and innovating marketing methods have become the urgent needs for the successful cross-cultural communication of advertisements. Chinese cultural products represented by trendy toys have gradually made their mark in overseas markets, frequently achieving “best-seller” status with their personalized designs, community-based dissemination, and effective marketing methods. This paper focuses on the overseas popularity of Labubu, a trendy toy by Pop Mart, and analyzes the Summer Episode of its advertisement with the highest overseas views to explore the cultural marketing strategies in its cross-cultural advertisements, aiming to expand the understanding of cultural marketing and provide theoretical references and empirical paradigm for the cross-cultural advertising communication of Chinese native brands, and achieving a successful leap from “effectively narrating Chinese stories” to “creating cultural resonance”.