Research on Blind Box and its Marketing Strategy

DOI

10.2991/aebmr.k.210712.020How to use a DOI?

Keywords

blind box economy, consumer psychology, marketing strategy, COVID-19

Abstract

With the arrival of Generation Z and the rapid update and iteration of entertainment ways, the blind box industry is also increasingly prosperous. Blind boxes are small, but they are making a big splash in the market. Even created a set of special marketing methods and economic principles, known as the “blind box economy”. People keep the excitement of buying blind boxes instead of feeling tired. It is apparent that it can not be explained by traditional economics which considers everyone as a rational person. This paper is going to change the angle of analysis of the crazy behavior of buying blind box, from the point of view of consumer psychology. And also combine with the traditional economics principle to study the marketing strategy of producers. The deep analysis of the blind boxes economy will be conducted on the basis of the existing consumer psychology principles and the data of blind boxes. The psychology theorems are from Skinnerian theory, gambling effect, the effect of the sheep flock. And it can be concluded that the marketing strategy is based on the price strategy, the use of intellectual property rights, hunger marketing and distribution channels.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ziwei Zhang
PY  - 2021
DA  - 2021/07/12
TI  - Research on Blind Box and its Marketing Strategy
BT  - Proceedings of the 2021 International Conference on Economic Development and Business Culture (ICEDBC 2021)
PB  - Atlantis Press
SP  - 115
EP  - 118
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210712.020
DO  - 10.2991/aebmr.k.210712.020
ID  - Zhang2021
ER  -