关键词: 竞争情报, IP运营, 知识产权保护, Labubu, 泡泡玛特, 文创产品, 盲盒经济

Abstract:

[Purpose/Significance] This study examines how competitive intelligence (CI) is applied in enterprises driven by intellectual property (IP), using Pop Mart's Labubu as a case study. The primary purpose of this research is to understand how CI contributes to the formulation of brand strategies, market trend identification, user analysis, and the protection of intellectual property. By investigating how Pop Mart integrates CI into its operations, the study highlights the strategic importance of CI for decision-making processes and addresses a significant gap in the literature on the role of CI in the protection and management of IP in the context of emerging businesses. The significance of this research lies in its contribution to the broader understanding of competitive intelligence and its potential to guide IP-driven enterprises in enhancing their market positions and mitigating the risks associated with counterfeiting. [Method/Process] This research adopted a case study approach, focusing on Pop Mart's Labubu brand as the primary example of IP-driven business strategy. The study utilized the competitive intelligence cycle model as its theoretical framework, which emphasizes the continuous process of intelligence gathering, analysis, dissemination, and feedback. By analyzing how Pop Mart constructed and utilized its CI system, the study integrated both qualitative and quantitative research methods to examine the effectiveness of its competitive intelligence strategy. The qualitative analysis included in-depth interviews with key stakeholders at Pop Mart, as well as content analysis of relevant company reports and publicly available data on IP trends. The quantitative analysis involved the examination of market performance metrics, such as sales growth, brand awareness, and consumer sentiment, before and after the implementation of the CI strategy. The combination of these methods provided a holistic view of how CI supports Pop Mart's brand development and IP protection efforts. [Results/Conclusions] The findings of this study demonstrate that Pop Mart's use of competitive intelligence has significantly contributed to its brand success and IP protection. By systematically integrating CI into brand strategy, market analysis, and intellectual property management, Pop Mart has gained a competitive edge in the crowded market for cultural products. The company's strategic use of CI has allowed it to effectively identify market trends, understand consumer preferences, and monitor competitor activities, thus enabling more informed decision-making. Additionally, the robust IP protection system enabled by CI has reduced the risks associated with counterfeiting and trademark infringement, ensuring the sustainability of Labubu's market position. The study also highlights the importance of a multidimensional approach to IP protection, combining legal actions, technological monitoring, and fan-driven initiatives to safeguard intellectual property. Based on the findings, the research suggests that other IP-driven enterprises should prioritize the integration of competitive intelligence into their operational strategies, particularly in the areas of brand management and IP protection. The study acknowledges some limitations, such as the focus on a single case study, which may limit the generalizability of the findings to other industries or countries. Future research will expand the scope by comparing multiple case studies from different industries or geographic regions, examining the effectiveness of CI strategies in various contexts. Additionally, exploring the role of emerging technologies, such as artificial intelligence and blockchain, in enhancing CI efforts can provide valuable insights into the future direction of CI in IP management.

Key words: competitive intelligence, IP operations, intellectual property protection, Labubu, Pop Mart, cultural and creative products, mystery box economy