Marketing Strategy Of Popmart

With the steady growth of the national economy,China's cultural industry presents a trend of prosperity and development,and the proportion of consumers' consumption to meet the spiritual needs is also increasing year by year.In recent years,the rapid development of Designer Toys industry is a microcosm of people's pursuit of spiritual and cultural satisfaction.After nearly a decade of development,China's Designer Toys market is still in a period of rapid growth.At the same time,the defects of imperfect management system and inconsistent industry standards are gradually exposed.In the field of Designer Toys,Beijing POPMART cultural and creative Co.,Ltd.(hereinafter referred to as POPMART)is the pioneer of its industrialization in the blue ocean,and also the industry benchmark.After 12 years of exploration,POPMART has developed from a channel dealer to an IP incubator operator of the Designer Toys,creating a comprehensive operation platform covering the whole Designer Toys industry chain.Its development mode has been widely copied.However,the following problems,such as bad competition in the industry,frequent enterprise crises,and lack of brand attraction,have made POPMART in a development dilemma.This paper makes an in-depth study on the development status,business model,industrial economic environment and consumer emotional attitude of POPMART,and then analyzes it from the internal and external environment.First of all,based on the official information and literature at home and abroad,this paper makes an in-depth study on the marketing mode of POPMART,and classifies the industrial environment of Designer Toys;secondly,it uses questionnaire survey and interview method to understand consumers' emotional attitude towards POPMART,analyzes the problems existing in the development process of POPMART,and makes clear the future strategic direction;finally,analaying the internal and external environment of POPMART by using the methods of literature review,expert evaluation,quantitative and qualitative analysis,and then clarifies the advantages and problems of enterprise development,so as to provide an important reference for POPMART to formulate its development strategy.Through a series of research and analysis,combined with 4R marketing theory,this paper puts forward targeted suggestions on marketing strategy of POPMART from four aspects of relevance,response,relationship and return.The main conclusions are as follows: in order to get rid of the problems of bad competition,frequent crisis and lack of brand attraction,we need to make the following marketing strategies.Firstly,marketing association strategy: subdivide the target market and make accurate positioning;meet customer needs and enhance customer stickiness.Secondly,marketing response strategy: grasp the consumer focus,expand the consumer market;pay attention to customer needs,optimize service quality.Thirdly,marketing relationship strategy: actively respond to the crisis,optimize the brand image;focus on market chaos,promote industry norms.Fourth,marketing return strategy: expand the industrial chain,enhance liquidity;fulfill social responsibility,shape corporate culture.On the one hand,this paper deeply studies the development process and marketing strategy of POPMART,excavates the competitive advantages and disadvantages of POPMART,and puts forward suggestions for future marketing strategy;on the other hand,it enriches and improves the strategic management theory,and has a directional effect on the development direction of the whole Designer Toys industry as well as cultural and creative industry.To sum up,this study has theoretical value and practical significance for promoting the rapid development of China's Designer Toys industry and providing innovative development path for China's cultural and creative industry.