从情绪商品到情绪传播——基于泡泡玛特的案例研究

From Emotional Commodity to Emotional Communication—A Case Study Based on POP MART

摘要: 在“情绪经济”主导的新消费语境下，商品的情绪价值与叙事传播逐渐成为品牌增长的核心动力。本文以泡泡玛特为案例，结合情绪经济、叙事传播与参与式文化理论，探讨其如何通过盲盒机制构建以情绪为核心的传播系统，并讨论品牌如何通过叙事设计将“惊喜–稀缺–共感–再生产”串联为一套可复制的情绪营销机制。文章在梳理情绪经济与叙事传播相关文献的基础上，提出由品牌/IP端、传播端、产品端、消费者端组成的四维框架，分析情绪从商品属性向社会化传播机制的跃迁，并识别由此带来的信任风险与合规挑战。同时，本文提出信息透明、产品适配、社群治理、平台合规等优化建议，为潮玩与更广泛的体验型消费提供可操作的营销与治理参考。

Abstract: In the context of the new consumption era dominated by the “emotional economy”, the emotional value of commodities and narrative communication have gradually become the core driving forces for brand growth. Taking POP MART as a case study, this paper, integrating theories of emotional economy, narrative communication and participatory culture, explores how it constructs an emotion-centered communication system through the blind box mechanism, and discusses how the brand connects “surprise-scarcity-empathy-reproduction” into a replicable emotional marketing mechanism via narrative design. On the basis of sorting out relevant literature on emotional economy and narrative communication, the paper proposes a four-dimensional framework consisting of the brand/IP dimension, communication dimension, product dimension, and consumer dimension, analyzes the transition of emotion from a commodity attribute to a socialized communication mechanism, and identifies the accompanying trust risks and regulatory compliance challenges. Meanwhile, this paper puts forward optimization suggestions such as information transparency, product adaptation, community governance, and platform compliance, so as to provide actionable marketing and governance references for the designer-toy industry and the broader experiential consumption sector.