本文以中国潮玩行业龙头企业泡泡玛特(POP MART)为研究对象,运用SWOT模型分析其营销环境,基于STP理论确定战略方向,并根据消费者心理研究消费者购买泡泡玛特盲盒可能存在的心理动机,系统性分析其营销策略的竞争优势与潜在风险,并提出从...本文以中国潮玩行业龙头企业泡泡玛特(POP MART)为研究对象,运用SWOT模型分析其营销环境,基于STP理论确定战略方向,并根据消费者心理研究消费者购买泡泡玛特盲盒可能存在的心理动机,系统性分析其营销策略的竞争优势与潜在风险,并提出从“盲盒经济”向“情感生态”转型的优化路径。研究发现,泡泡玛特凭借全产业链闭环、IP矩阵与渠道网络构建了行业壁垒,但其过度依赖盲盒模式、用户结构单一及文化定位模糊等问题制约了长期发展。基于多维理论框架,本文提出通过产品多元化、体验升级与多渠道营销,实现品牌从“潮玩零售商”向“情感生态平台”的战略跃迁。研究结论为潮玩行业突破同质化竞争、提升用户生命周期价值提供了理论参考与实践范式。This paper takes POP MART, a leading enterprise in China’s trendy toy industry, as the research object, analyzes its marketing environment by using SWOT model, determines the strategic direction based on STP theory, studies the possible psychological motivation of consumers to buy POP MART blind boxes based on consumer psychology, systematically analyzes the competitive advantages and potential risks of its marketing strategy, and proposes an optimization path for the transformation from “blind box economy” to “emotional ecology”. The study finds that POP MART has built industry barriers with the closed-loop of the whole industry chain, IP matrix and channel network, but its long-term development is restricted by its over-reliance on the blind box model, single user structure and ambiguous cultural positioning. Based on the multi-dimensional theoretical framework, this paper proposes to realize the strategic leap of brands from “trendy toy retailers” to “emotional ecological platforms” through product diversification, experience upgrading and multi-channel marketing. The conclusion of this study provides a theoretical reference and practical paradigm for the trendy toy industry to break through the homogeneous competition and improve the user life cycle value.展开更多
在当前健身行业竞争激烈的背景下,本研究以乐刻运动为案例,从STP (市场细分、目标市场选择、市场定位)视角出发,探讨其营销策略。首先,通过对乐刻运动的市场细分,识别出不同消费者群体的需求和特征。其次,在目标市场选择上,分析乐刻运...在当前健身行业竞争激烈的背景下,本研究以乐刻运动为案例,从STP (市场细分、目标市场选择、市场定位)视角出发,探讨其营销策略。首先,通过对乐刻运动的市场细分,识别出不同消费者群体的需求和特征。其次,在目标市场选择上,分析乐刻运动如何针对特定细分市场制定策略,以实现资源优化配置。最后,研究乐刻运动的市场定位策略,揭示其如何通过独特的品牌形象和服务特点,满足目标消费者的需求,并在竞争中脱颖而出。研究发现,乐刻运动通过精准的市场细分、目标市场选择和市场定位,有效提升了品牌影响力和市场占有率。本研究为健身行业其他品牌提供了营销策略的参考,有助于企业在复杂多变的市场环境中制定有效的营销方案。Against the backdrop of fierce competition in the current fitness industry, this study takes Leke Sports as a case study and explores its marketing strategy from the perspective of STP (Market Segmentation, Target Market Selection, Market Positioning). Firstly, by segmenting the market of Leke Sports, identify the needs and characteristics of different consumer groups. Secondly, in terms of target market selection, analyze how Leke Sports formulates strategies for specific segmented markets to achieve optimized resource allocation. Finally, research the market positioning strategy of Leke Sports, revealing how it meets the needs of target consumers and stands out in competition through its unique brand image and service characteristics. Research has found that Leke Sports has effectively enhanced its brand influence and market share through precise market segmentation, target market selection, and market positioning. This study provides a reference for marketing strategies for other brands in the fitness industry, which can help companies develop effective marketing plans in complex and changing market environments.展开更多
文摘本文以中国潮玩行业龙头企业泡泡玛特(POP MART)为研究对象,运用SWOT模型分析其营销环境,基于STP理论确定战略方向,并根据消费者心理研究消费者购买泡泡玛特盲盒可能存在的心理动机,系统性分析其营销策略的竞争优势与潜在风险,并提出从“盲盒经济”向“情感生态”转型的优化路径。研究发现,泡泡玛特凭借全产业链闭环、IP矩阵与渠道网络构建了行业壁垒,但其过度依赖盲盒模式、用户结构单一及文化定位模糊等问题制约了长期发展。基于多维理论框架,本文提出通过产品多元化、体验升级与多渠道营销,实现品牌从“潮玩零售商”向“情感生态平台”的战略跃迁。研究结论为潮玩行业突破同质化竞争、提升用户生命周期价值提供了理论参考与实践范式。This paper takes POP MART, a leading enterprise in China’s trendy toy industry, as the research object, analyzes its marketing environment by using SWOT model, determines the strategic direction based on STP theory, studies the possible psychological motivation of consumers to buy POP MART blind boxes based on consumer psychology, systematically analyzes the competitive advantages and potential risks of its marketing strategy, and proposes an optimization path for the transformation from “blind box economy” to “emotional ecology”. The study finds that POP MART has built industry barriers with the closed-loop of the whole industry chain, IP matrix and channel network, but its long-term development is restricted by its over-reliance on the blind box model, single user structure and ambiguous cultural positioning. Based on the multi-dimensional theoretical framework, this paper proposes to realize the strategic leap of brands from “trendy toy retailers” to “emotional ecological platforms” through product diversification, experience upgrading and multi-channel marketing. The conclusion of this study provides a theoretical reference and practical paradigm for the trendy toy industry to break through the homogeneous competition and improve the user life cycle value.
文摘在当前健身行业竞争激烈的背景下,本研究以乐刻运动为案例,从STP (市场细分、目标市场选择、市场定位)视角出发,探讨其营销策略。首先,通过对乐刻运动的市场细分,识别出不同消费者群体的需求和特征。其次,在目标市场选择上,分析乐刻运动如何针对特定细分市场制定策略,以实现资源优化配置。最后,研究乐刻运动的市场定位策略,揭示其如何通过独特的品牌形象和服务特点,满足目标消费者的需求,并在竞争中脱颖而出。研究发现,乐刻运动通过精准的市场细分、目标市场选择和市场定位,有效提升了品牌影响力和市场占有率。本研究为健身行业其他品牌提供了营销策略的参考,有助于企业在复杂多变的市场环境中制定有效的营销方案。Against the backdrop of fierce competition in the current fitness industry, this study takes Leke Sports as a case study and explores its marketing strategy from the perspective of STP (Market Segmentation, Target Market Selection, Market Positioning). Firstly, by segmenting the market of Leke Sports, identify the needs and characteristics of different consumer groups. Secondly, in terms of target market selection, analyze how Leke Sports formulates strategies for specific segmented markets to achieve optimized resource allocation. Finally, research the market positioning strategy of Leke Sports, revealing how it meets the needs of target consumers and stands out in competition through its unique brand image and service characteristics. Research has found that Leke Sports has effectively enhanced its brand influence and market share through precise market segmentation, target market selection, and market positioning. This study provides a reference for marketing strategies for other brands in the fitness industry, which can help companies develop effective marketing plans in complex and changing market environments.
