201640070121林嘉淇 浅析泡泡玛特的盲盒营销存在的问题及对策.docx

III摘要随着生活水平的提高人们的消费观念发生了很大的变化。尤其是当今社会的年轻人在不断追求更好的物质消费的同时也开始追求精神上的消费。伴随着潮流玩具市场在中国的开拓与发展当今社会的年轻人开始热衷于各种潮流玩具。近几年“盲盒”一词逐渐为我们熟悉也频繁地出现在了各大新闻媒体的视野中。随着“盲盒”的发展其衍生出了一种新兴的营销方式就是盲盒营销。本文主要以潮流玩具公司泡泡玛特为例子研究盲盒营销中存在的问题并提出相对应的对策与建议。本文首先以研究的背景及意义作为出发点对已有的研究成果进行总结和陈述接着介绍潮流玩具公司泡泡玛特的发展现状及盲盒营销的特点并分析泡泡玛特运用盲盒营销的过程中存在的问题最后针对所分析的问题提出相对应的对策与建议。本文主要运用了历史资料研究法和调查研究法进行研究。通过查阅历史资料、历史文献和新闻报道、利用已有的调查问卷报告的方式对泡泡玛特运用盲盒营销的过程中存在的问题进行分析与总结并同时参考已有的资料与文献对存在的问题提出相对应的解决对策与建议。关键词：盲盒营销泡泡玛特问题对策ABSTRACWiththeimprovementoflivingstandardpeople'sconsumptionconcepthaschangedalot.Especiallyintoday'ssocietyyoungpeoplearepursuingbettermaterialconsumptionandspiritualconsumptionatthesametime.WiththedevelopmentofthetrendtoymarketinChinayoungpeopleintoday'ssocietybegintobekeenonallkindsoftrendtoys.Inrecentyearstheword"blindbox"hasgraduallybecomefamiliartousandalsofrequentlyappearedinthevisionofmajornewsmedia.Withthedevelopmentof"blindbox"anewmarketingmethodderivedfromitisblindboxmarketing.Thispapermainlystudiestheproblemsexistinginthemarketingofblindboxandputsforwardthecorrespondingcountermeasuresandsuggestions.Thispaperstartswiththebackgroundandsignificanceoftheresearchsummarizesandstatestheexistingresearchresultsthenintroducesthedevelopmentstatusandcharacteristicsoftheblindboxmarketingofthefashiontoycompanyanalyzestheproblemsintheprocessofusingtheblindboxmarketingandfinallyputsforwardthecorrespondingcountermeasuresandsuggestionsfortheproblems.Thisarticlemainlyusesthehistoricaldataresearchmethodandtheinvestigationresearchmethodtocarryontheresearch.Byconsultinghistoricalmaterialshistoricaldocumentsandnewsreportsandusingtheexistingquestionnairereportsthispaperanalyzesandsummarizestheproblemsexistingintheprocessofusingblindboxmarketinginbubblemartandatthesametimeitputsforwardcorresponding