Proceedings of the 2021 4th International Conference on Humanities Education and Social Sciences (ICHESS 2021)

New Marketing Inspired by Blind Box

Authors
Ruijing Zhao1, a,*, , Jiayi Xu2, b, *,
1Business School, East China University of Science and Technology, Shanghai, China
2International class, Jinan Xinhang Experimental Foreign Language School, Jinan, China

These authors contributed equally.

*Corresponding author. Email: a 10183157@mail.ecust.edu.cn
Corresponding Authors
Ruijing Zhao, Jiayi Xu
Available Online 24 December 2021.
DOI
10.2991/assehr.k.211220.282How to use a DOI?
Keywords
blind box; marketing strategy; supervision
Abstract

With the increasing variety of products, the gap between them is getting smaller and smaller. People pay more and more attention to marketing in order to make products out of the lead. Based on this, this paper takes the most popular blind box as an example to discuss its marketing strategies, including uncertainty, hunger marketing, joint name and fan effect of IP, Demand driven by social communication, etc., to analyze how to better take the advantages and values of the product in the communication. At the same time, as a new product, blind box also has some shortcomings such as over marketing and inadequate supervision.

Copyright
© 2021 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 4th International Conference on Humanities Education and Social Sciences (ICHESS 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
24 December 2021
ISBN
978-94-6239-495-7
ISSN
2352-5398
DOI
10.2991/assehr.k.211220.282How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Ruijing Zhao
AU  - Jiayi Xu
PY  - 2021
DA  - 2021/12/24
TI  - New Marketing Inspired by Blind Box
BT  - Proceedings of the 2021 4th International Conference on Humanities Education and Social Sciences (ICHESS 2021)
PB  - Atlantis Press
SP  - 1673
EP  - 1676
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211220.282
DO  - 10.2991/assehr.k.211220.282
ID  - Zhao2021
ER  -