盲盒经济的新型营销模式的探讨.docxVIP

PAGE PAGE 15 内容摘要 随着社会的发展，衍生出各种新型的营销模式，其中，盲盒营销模式作为近几年发展尤为迅速的营销模式，购买盲盒成为当代年轻人的潮流文化之一，而盲盒经济亦随即“火”了起来。根据艾媒网数据显示，盲盒经济是在近两年才出现在中国人的视线里，而在2019年9月中旬，盲盒经济的媒体关注度才激增。本论文主要通过研究购买者购买盲盒时的心理活动，探讨盲盒营销模式是如何运用消费者心理活动而使得这一模式越来越火爆。而通过探讨，我们可以从中学到什么。同时在探讨盲盒经济的影响，以及研究盲盒营销模式，从中发现该营销模式的一些问题，而我们又该如何去解决。解决了问题的同时，又该如何在这IP联合的大潮下创新，使得该模式可以健康可持续的发展。 关键词：盲盒；营销模式；盲盒经济；消费者心理；IP联合 Abstract IN the wake of the development of society, a variety of new marketing types have emerged.Among them, the blind box marketing model has developed rapidly in recent years.Besides,purchasing blind box has become one of the current culture of the contemporary young people, and the blind box economy has become hot. According to the data of , the blind box economy appeared in the eyes of Chinese people in the past two years, but in the middle of September 2019, the media attention of the blind box economy increased sharply. This Thesis is to explore the psychological activities of buyers when buying blind boxes, and to explore how the blind box marketing mode makes use of consumer psychological activities to make this model more and more popular. And through discussion, we can learn from it. At the same time, it discusses the influence of the blind box economy, and studies the blind box marketing mode, from which we find some problems of the marketing mode, and how to solve them. At the same time, it solves the problem, and how to innovate in the tide of IP joint, so that the mode can develop healthily and sustainably. Key word:the blind box; marketing model; the blind box economy; Consumer psychology; IP joint 目录 1绪论 1 1.1论文研究的背景 1 1.2论文研究的目的和意义 1 2关于盲盒 2 2.1盲盒的含义、玩法 2 2.1.1盲盒的含义 2 2.1.2盲盒的玩法 2 2.2盲盒为什么火了 2 2.3盲盒营销模式发展 3 2.3.1盲盒营销模式的前身 3 2.3.2如今火热的盲盒营销模式 4 2.3.3泡泡玛特的盲盒之旅 5 3关于盲盒营销 6 3.1盲盒营销法则 7 3.1.1持续推出新系列 7 3.1.2设置隐藏款、限定款 7 3.1.3联合热门IP 7 3.2消费者的心理与盲盒营销 7 3.3盲盒营销模式存在的问题 9 3.3.1存在炒作、行业乱象问题 9 3.3.2消费者盲目跟风 9 3.3.3消费者容易上瘾 9 3.3.4带有赌博性质的盲盒经济泡沫大 9 4盲盒营销模式的新玩法 10 4.1万