基于4P理论下泡泡玛特国际营销策略研究

Research on POP MART’s International Marketing Strategy Based on the 4P Theory

摘要: 随着国内潮玩市场日渐饱和，泡泡玛特于2018年开启全球化布局之路，通过对距离、政治、文化、经济、人口、消费力等因素的综合考量，按照“由近至远”、“由易到难”原则，先打入文化差异较小的东亚和东南亚市场，再拓展至欧美地区。本研究在4P理论的框架下，通过对泡泡玛特国际营销策略进行分析，发现其存在产品风格单一化且缺乏故事支撑、国际市场价格差异管理不足、海外销售渠道仍需完善、促销创新力不足等问题，并针对性提出了丰富产品风格与文化内涵、加强全球价格管理与渠道监管、完善全球销售渠道体系、加大国际市场促销创新力度等对策建议，以此为泡泡玛特进一步拓展国际市场提供参考，同时也为中国潮玩企业国际化发展提供借鉴意义。

Abstract: As the domestic market for trendy toys becomes increasingly saturated, Pop Mart embarked on a path of globalization in 2018. By comprehensively considering factors such as distance, politics, culture, economy, population, and purchasing power, and following the principles of “from near to far” and “from easy to difficult,” the company first entered the East Asian and Southeast Asian markets, where cultural differences are relatively minor, before expanding into Europe and the United States. This study, under the framework of the 4P theory, analyzes Pop Mart’s international marketing strategies and finds several issues, including a monotonous product style lacking narrative support, insufficient management of price differences in international markets, overseas sales channels that still need improvement, and a lack of innovation in promotions. Corresponding countermeasures are proposed, such as enriching product styles and cultural connotations, strengthening global price management and channel supervision, improving the global sales channel system, and increasing innovation in international market promotions. These recommendations provide a reference for Pop Mart to further expand its international market and also offer insights for the internationalization of Chinese trendy toy enterprises.