基于Sheth Newman Gross的消费价值理论的盲盒产品营销策略优化研究——以泡泡玛特公司为例

Research on Marketing Strategy Optimization of Blind Box Products Based on Sheth Newman Gross’s Consumer Value Theory—Taking POP Mart Company as an Example

近年来,随着中国经济的稳定发展,居民可支配收入的不断提高,人们在满足基本生活需要的前提下,也在不断地追求着个性化的消费。潮流玩具盲盒凭借着其未知性和稀有性一夜爆火。面对新的行业、新的市场,如何才能更好地抓住消费者的需求并明确未来的发展方向,是潮流玩具企业急需考虑的问题。本文在整理总结前人的研究基础上,以Sheth-Newman-Gross的消费者价值理论为支撑,构建了泡泡玛特公司盲盒产品的消费者购买行为模型,以消费价值划分的五个维度即功能价值、社会价值、情感价值、认知价值、条件价值设计观察变量,探索盲盒产品消费价值里的哪些因素对购买行为有显著相关性,从而为该公司营销策略优化改进提出可行性建议。研究结果表明:功能价值、社会价值、情感价值对购买行为有显著的正向影响,认知价值和条件价值对购买行为的影响并不显著。根据研究结论,虽然本文所提的建议主要是针对泡泡玛特公司的营销策略,但也可以推广到有相似发展模式的行业,这对于其他行业的发展有很大的借鉴意义。In recent years, with the stable development of the Chinese economy and the continuous increase in disposable income of residents, people have been pursuing personalized consumption while meeting their basic living needs. The trendy toy blind box went viral overnight due to its unknown and rare nature. Facing new industries and markets, how to better grasp consumer needs and clarify future development directions is an urgent issue that trendy toy companies need to consider. Based on the summary of previous research and supported by Sheth Newman Gross’s consumer value theory, this article constructs a consumer purchasing behavior model for blind box products of POP Mart Company. Using five dimensions of consumer value, namely functional value, social value, emotional value, cognitive value, and conditional value, observation variables are designed to explore which factors in the consumption value of blind box products are significantly correlated with purchasing behavior, and to provide feasible suggestions for optimizing and improving the company’s marketing strategy. The research results indicate that functional value, social value, and emotional value have a significant positive impact on purchasing behavior, while cognitive value and conditional value have no significant impact on purchasing behavior. According to the research conclusion, although the suggestions proposed in this article are mainly aimed at the marketing strategy of POP Mart Company, they can also be extended to industries with similar development models, which has great reference significance for the development of other industries.