Research on the Marketing Strategy of POP MART in China under the New Media Environment

Abstract

As the demand for spiritual consumption continues to rise and more and more young people seek after pop toys, the size of Chinas pop toy market is constantly expanding. POP MART currently accounts for the largest proportion of Chinas pop toy market. By studying the marketing strategy of POP MART in a new media environment, this paper aims to understand the development status of the pop toy market in China. At the same time, the development of new media in China is becoming more mature. Few scholars have analyzed the marketing strategies of the pop toy market from a new media perspective. This paper first uses the 4P model to understand the business model and market positioning of POP MART. Then analyzes the marketing strategy of POP MART in the new media environment and the characteristics and behaviors of consumers in using new media, and analyzes the current problems and future development opportunities of POP MART by SWOT analysis. Finally, relevant advice and countermeasures will be provided to help POP MART expand its market and increase customer loyalty.