| 赵小波,马雯婕.互动与情感：新时代文化IP的营销传播[J].南京邮电大学学报(社会科学版）,2021,(04):31~40 |
| 互动与情感：新时代文化IP的营销传播 |
| Interaction and emotion: marketing & communication models for cultural IP in new age |
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| DOI： |
| 中文关键词: 文化IP 营销传播 文化产业 |
| 英文关键词:cultural IP marketing & communication cultural industry |
| 基金项目:湖南省哲学社会科学基金项目“文化产业IP运营及保护创新模式研究”（18YBA255） |
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| 中文摘要: |
| 在文化IP运营的系统性工程中，营销传播举足轻重。在新媒体环境下，与消费者的情感互动是新时代文化IP营销传播的主要方式：借势营销共享情感经济、新媒体互动激活情感能量、内容衍生聚集情感专属、线下活动实现情感转换。在生产者、消费者、传播者共创社会化传播生态圈的过程中，出现了“重营销、轻内容”“重娱乐、轻文化”的现象，文化IP营销传播任重而道远，彰显文化精神、回归真实情感、重视价值传播是文化IP健康发展的突围之路。 |
| 英文摘要: |
| Marketing & communication plays an important role in the systematic project of cultural IP operation. In the new media environment, emotional interaction with consumers is the main way of cultural IP marketing & communication in the new era: taking advantage of marketing to share emotional economy, new media interaction to activate emotional energy, content derivation to gather emotional exclusivity, and offline activities to realize emotional transformation. In the process of producers, consumers and communicators jointly creating a socialized communication ecosystem, there are phenomena of “emphasizing marketing and neglecting content”and “emphasizing entertainment and neglecting culture”. Cultural IP marketing & communication has a long way to go. Highlighting cultural spirit, returning to real emotion and paying attention to value communication are the breakthrough road for the healthy development of cultural IP. |
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