【摘要】 盲盒营销作为一种新兴市场经济行为，虽然在一定程度上满足了大众对新奇事物的好奇心，但是也伴随着一定的法律风险，从而引发了大众对消费者权益保护的关注。首先，关注我国盲盒领域对消费者权益保护的现状，分析盲盒营销模式所面临的法律风险。其次，分析因盲盒经济特性而导致的具体问题，重点探讨盲盒经济在立法供给不足、行政监管缺位，以及新兴市场经济行为与现有法律规制之间三方面的矛盾。最后，基于对国外相关立法治理经验的借鉴，提出完善盲盒营销法律保障体系、强化盲盒营销多元法律监管，以及构建双边共同生态的法律治理建议，以保护我国消费者的合法权益，从而推动数字经济的高质量发展。更多还原

【Abstract】 Mystery box marketing, as an emerging market economic activity, partially satisfies consumer curiosity for novelty. However, it also carries certain legal risks, raising concerns about consumer rights protection. Examining the current state of consumer rights protection in China’s mystery box market and analyzing the legal risks associated with this marketing model are essential. Next, it is crucial to identify the specific issues stemming from the unique characteristics of the mystery box economy, focusing on conflicts arising from insufficient legislative provisions, deficiencies in administrative supervision, and the tension between emerging market economic activities and existing legal frameworks. Furthermore, drawing insights from international legislative practices, this paper proposes recommendations for improving the legal protection system for mystery box marketing. These include strengthening diverse legal oversight mechanisms and fostering a collaborative ecosystem to safeguard consumers’ legitimate rights and promote the high-quality development of the digital economy.更多还原