数字经济下IP企业数字化营销的策略研究——以泡泡玛特为例

Research on Digital Marketing Strategies of IP Enterprises in the Digital Economy—A Case Study of Pop Mart

摘要: 在数字经济高速发展的当下，数字化营销已成为IP企业突破发展瓶颈的核心路径。本文以泡泡玛特为例，采用案例分析法展开探究，研究发现：IP企业普遍面临内容同质化严重、IP生命周期短、私域流量变现难三大共性瓶颈；基于资源编排理论，泡泡玛特通过“资源构建–资源捆绑–资源撬动”三阶段实践，构建起了IP情感消费生态；财务数据显示其净资产收益率、营业净利润率等指标均呈现爆发式增长态势，印证了数字化营销的实践成效。基于此，本文提炼出IP差异化、构建IP生态、打造专业数字营销团队的三维破局策略，为数字经济背景下IP企业的数字化营销转型提供了典型实践样本。

Abstract: With the rapid development of the digital economy, digital marketing has become a core approach for IP enterprises to break through development bottlenecks. Taking Pop Mart as an example, this paper conducts a study using the case analysis method. The results show that IP enterprises generally face three common bottlenecks: serious content homogenization, short IP life cycles, and difficulties in monetizing private domain traffic. Based on resource orchestration theory, Pop Mart has constructed an IP emotional consumption ecosystem through three stages of practice: resource structuring, resource bundling, and resource leveraging. Financial data indicate that its return on net assets, operating net profit margin and other indicators have achieved explosive growth, which confirms the effectiveness of digital marketing practices. Accordingly, this paper summarizes three-dimensional breakthrough strategies including IP differentiation, IP ecosystem construction, and the establishment of a professional digital marketing team, providing a typical practical sample for the digital marketing transformation of IP enterprises under the background of the digital economy.