数字经济时代盲盒产品的消费心理与营销策略耦合
The Coupling of Consumer Psychology and Marketing Strategy of Blind Box Products in the Era of Digital Economy

盲盒作为近些年来一种具有随机性的消费形式，受到诸多年轻人的追捧，这也成为诸多商家进行宣传售卖的新型营销策略。本文基于数字经济时代视角，从消费者购买盲盒产品的消费心理出发，在讨论当下盲盒产品火爆营销背后的发展困境基础上，进一步探析盲盒产品在新媒体加持下的营销策略延伸，为诸多盲盒产品的营销发展提供借鉴与帮助。
As a random form of consumption in recent years, blind boxes have been sought after by many young people, which has also become a new marketing strategy for many businesses to promote and sell. Based on the perspective of the digital economy era, this paper starts from the consumer psychology of buying blind box products, discusses the development dilemma behind the current hot marketing of blind box products, and further explores the extension of marketing strategies of blind box products under the support of new media, so as to provide reference and help for the marketing development of many blind box products.