仪式观视角下的潮玩盲盒品牌传播研究  

Research on the Brand Communication of Designer Toy Blind Box from the Perspective of Ritual View

作　　者：王楠[1] 杨超[1] WANG Nan;YANG Chao(Communication University of Zhejiang,Hangzhou 310018,Zhejiang,China)

机构地区：[1]浙江传媒学院,浙江杭州310018

出　　处：《玩具世界》2023年第1期155-158,共4页Toys World

摘　　要：文章以传播仪式观为研究视角,以潮玩盲盒品牌为研究对象,结合参与式观察与深度访谈法对消费者参与品牌传播的过程进行探究,分析消费者在此过程中的互动与情感的关系,从仪式传播的品牌文化内核、品牌传播过程以及消费者参与仪式方面对潮玩盲盒品牌如何塑造仪式传播提出对策,旨在为趣缘社群背景下潮玩盲盒的品牌传播策略提供参考。From the perspective of ritual view of communication,this paper takes designer toy blind box brand as the research object,explores the process of consumers'participation in brand communication by combining participatory observation and in-depth interview methods,analyzes the relationship between consumers'interaction and emotion in this process,and puts forward countermeasures on how to shape the ritual communication by designer toy blind box brand from the aspects of brand culture core,brand communication process and consumers'participation ritual,aiming to provide reference for the brand communication strategy of designer toy blind box under the background of interest community.

关 键 词：传播仪式观 品牌传播 潮玩 盲盒 

分 类 号：F274[经济管理—企业管理] F273.2[经济管理—国民经济]