电子商务背景下“盲盒经济”的网络营销策略——以北京泡泡玛特贸易有限公司为例
The Network Marketing Strategy of “Blind Box Economy” in the Context of E-Commerce —Taking Beijing POPMart Trading Co., Ltd. as an Example

进入二十一世纪以来，电子商务市场逐渐进入成熟阶段。在电子商务兴盛的背景下，许多企业改变了传统的营销策略，建立了符合自身公司发展的网络营销策体系，从而降低营销成本进而达到盈利获取公司自身的发展。近几年来兴起的“盲盒经济”逐渐地在消费情境中出现，这离不开电子商务平台的宣传推广。因此，本文则以泡泡玛特贸易有限公司为例，研究电子商务背景下“盲盒经济”的网络营销策略，并为中小企业提供参考。
Since entering the 21st century, the e-commerce market has gradually entered a mature stage. In the background of the prosperity of e-commerce, many enterprises have changed the traditional marketing strategy and established the network marketing policy system that conforms to the development of their own companies, so as to reduce marketing costs and achieve profit and gain the development of their own companies. In recent years, the rise of the “blind box economy” has gradually appeared in the consumption situation, which is inseparable from the promotion of e-commerce platforms. Therefore, this article takes POPMart Trading Company as an example to study the network marketing strategy of “blind box economy” under the background of e-commerce, and to provide a reference for small and medium-sized enterprises.