Brand Marketing Strategy Based on Consumer Behavior--Taking POP MART as an Example

Abstract

Brand marketing strategy is one of the key topics of research today. Researchers have found that brand marketing strategy influences consumers to engage in consumer behavior, however, there is a lack of a unified explanation on the issue of how brand marketing strategy affects the consumer behavior of specific social classes, social groups, and families. Therefore, the research topic of this paper is the relationship between brand marketing strategies and consumer behavior. The research methodology of this paper is as follows: from the perspective of consumers, the main consumers of POP MART are divided into three groups: urban white-collar workers, sophisticated mothers, and Generation Z. In this paper, buyers who have purchased bubble Mart blind boxes will be selected for interviews, and questionnaires will be issued to buyers of POP MART products. The content of the interview text and the results of the questionnaire will be sorted out and then analyzed. It is found that the diversification of IP categories and derivatives greatly enhances consumers' attachment to the brand. It allows consumers to have more choices, the right to participate, and enhances the interactivity between the company and the customers, and brings unique shopping experience to the customers. POP MART achieves the effect of brand dissemination through online and offline interactions, enhances the brand's popularity, and attracts more consumers. By establishing a connection with customers, POP MART enhances customers' awareness of the brand, creates more added value for customers, and then attracts them to buy goods or services.