Emotional Marketing Strategy of Cotton Doll Industry Based on Female Consumption Psychology

Shanqi Zhou

2025

Abstract

The cotton doll industry, a cultural sector predominantly driven by female consumers, has been growing in recent years and has emerged as a new favorite in the trendy toy market. The study starts from the emotional marketing theory to study the psychological motivation of women to buy cotton dolls. Firstly, semi-structured interviews are conducted with players who have relatively rich experience in playing dolls, and then questionnaire surveys are conducted based on the interviews to further explore the emotional marketing strategy of the cotton doll industry in order to achieve better marketing effects. The study found that women attach great importance to the emotional experience brought by cotton dolls, including seeing them as emotional support, life companion, or finding self-identity through interacting with the dolls. Therefore, the cotton doll industry needs to carry out emotional marketing at the level of the whole industrial chain to meet the psychological needs of women for cotton dolls in terms of companionship and socialisation, so as to attract and retain more female customers.

Paper Citation

in Harvard Style

Zhou S. (2025). Emotional Marketing Strategy of Cotton Doll Industry Based on Female Consumption Psychology. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 239-244. DOI: 10.5220/0014111700004942

in Bibtex Style

@conference{apmm25,
author={Shanqi Zhou},
title={Emotional Marketing Strategy of Cotton Doll Industry Based on Female Consumption Psychology},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={239-244},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014111700004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - Emotional Marketing Strategy of Cotton Doll Industry Based on Female Consumption Psychology
SN - 978-989-758-791-7
AU - Zhou S.
PY - 2025
SP - 239
EP - 244
DO - 10.5220/0014111700004942
PB - SciTePress