电商背景下的情绪营销的路径——以泡泡玛特为例

The Path of Emotional Marketing in the Context of E-Commerce—A Case Study of Pop Mart

摘要: 随着电商时代的蓬勃发展，传统的营销模式已无法满足消费者日益增长的消费需求，情绪营销应运而生。情绪营销的核心在于将产品功能价值延伸为情感价值，通过持续的情感互动强化品牌与消费者的联结。本文以潮玩品牌泡泡玛特为案例，聚焦电商经济背景下的情绪营销实践路径，分析品牌连接艺术化IP设计与消费者的情感投射空间的方法。泡泡玛特借助盲盒机制激发消费者的情感参与，并利用社交媒体和电商平台形成情绪共鸣与社群认同。在电商环境中，有效的情绪营销可以平衡情感表达与产品真实性，从而在实现商业价值的同时，促进品牌的可持续发展。

Abstract: With the vigorous development of the e-commerce era, traditional marketing models have been unable to meet the growing consumption intentions of consumers, and thus emotional marketing has emerged. The core of emotional marketing lies in extending the functional value of products to emotional value and strengthening the connection between the brand and consumers through continuous emotional interaction. This article takes the trendy toy brand Pop Mart as a case, focusing on the practical path of emotional marketing in the context of e-commerce economy, and analyzes the methods by which the brand connects artistic IP design with the emotional projection space of consumers. Pop Mart uses the blind box mechanism to stimulate consumers’ emotional participation and utilizes social media and e-commerce platforms to form emotional resonance and community identity. In the e-commerce environment, effective emotional marketing can balance emotional expression and product authenticity, thereby achieving commercial value while promoting the sustainable development of the brand.