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.
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 -