Research On The Brand Communication Of Pop Mart From The Perspective Of Fan Econom

As the commercialized embodiment of fan culture,fan economy’s inherent fan spirit is the new impetus to promote the development of cultural industry.As the trend of cultural and creative brand in the new era,Bubble Mart,taking the advantage of fan economy,has achieved another new climax of brand communication.This paper takes Bubble Mart as the research object,and combines the case analysis method and participatory observation method to conduct research.First of all,the relevant concepts of fan economy and the development of brand communication of Bubble Mart are sorted out.Secondly,the environment of brand communication is analyzed from three aspects: social culture,market economy and media technology.Thirdly,this paper sorts out the production subjects,content design methods and scene adaptation of the brand communication content driven by the fan economy,and combines the brand communication cases to analyze the multi-dimensional presentation of the brand communication from the levels of social communication,experiential communication and word-of-mouth communication around the emotional orientation,relationship dependence and user participation characteristics of the fan economy.Finally,based on practical observation and feedback,the problems in the communication process of Bubble Mart brand from the perspective of fan economy are summarized,and targeted suggestions for improvement are put forward.