为了在“互联网 + 非遗”的时代浪潮下更好地应对挑战、把握机遇,非遗文创产品营销策略必须进行革新突破,以提升市场竞争力。本文依据SIPS模型和非遗文创产品营销的现存问题,从共鸣、确认、参与、扩散四个维度提出非遗文创产品营销优化...为了在“互联网 + 非遗”的时代浪潮下更好地应对挑战、把握机遇,非遗文创产品营销策略必须进行革新突破,以提升市场竞争力。本文依据SIPS模型和非遗文创产品营销的现存问题,从共鸣、确认、参与、扩散四个维度提出非遗文创产品营销优化思路,即非遗文化赋能,塑造品牌形象;多元主体协同,拓宽开发渠道;社群互动分享,增强服务体验;跨域传播推广,构建社媒矩阵。In order to better cope with challenges and seize opportunities under the era of “Internet + intangible cultural heritage”, the marketing strategy of non-heritage creative products must be innovated and broken through to enhance market competitiveness. Based on the SIPS model and the existing problems in the marketing of non-heritage products, this paper puts forward the optimization idea of marketing of non-heritage products from four dimensions of resonance, confirmation, participation and diffusion, that is, the empowerment of intangible cultural heritage and the shaping of brand image;Multiple subjects cooperate to broaden development channels;Community interaction and sharing, enhance co-creation experience;Cross-domain dissemination and promotion, construction of media matrix.展开更多
互联网技术的发展革新带来了生活方式的转变,文化娱乐消费占比提高,文化创意产业的发展势头蓬勃向上,《原神》作为近年来比较热门的游戏IP在市场中发展壮大,本文借助用户SIPS模型,从共鸣、确认、参与、共享四个层面分析《原神》IP的运...互联网技术的发展革新带来了生活方式的转变,文化娱乐消费占比提高,文化创意产业的发展势头蓬勃向上,《原神》作为近年来比较热门的游戏IP在市场中发展壮大,本文借助用户SIPS模型,从共鸣、确认、参与、共享四个层面分析《原神》IP的运营策略,对社交媒体时代用户心理和行为的发展变化进行分析,试图为IP的打造与运营提供借鉴。The development and innovation of Internet technology has brought about a change in lifestyle, the proportion of cultural and entertainment consumption has increased, and the development momentum of cultural and creative industries is booming. As a popular game IP in recent years, “Genshin Impact” has grown in the market. This article uses the user SIPS model to analyze the operation strategy of the “Genshin Impact” IP from the four aspects of “Sympathize, Identify, Participate, and Share & Spread”, and attempts to provide references for the creation and operation of IP by analyzing the development and changes in user psychology and behavior in the era of social media.展开更多
文摘为了在“互联网 + 非遗”的时代浪潮下更好地应对挑战、把握机遇,非遗文创产品营销策略必须进行革新突破,以提升市场竞争力。本文依据SIPS模型和非遗文创产品营销的现存问题,从共鸣、确认、参与、扩散四个维度提出非遗文创产品营销优化思路,即非遗文化赋能,塑造品牌形象;多元主体协同,拓宽开发渠道;社群互动分享,增强服务体验;跨域传播推广,构建社媒矩阵。In order to better cope with challenges and seize opportunities under the era of “Internet + intangible cultural heritage”, the marketing strategy of non-heritage creative products must be innovated and broken through to enhance market competitiveness. Based on the SIPS model and the existing problems in the marketing of non-heritage products, this paper puts forward the optimization idea of marketing of non-heritage products from four dimensions of resonance, confirmation, participation and diffusion, that is, the empowerment of intangible cultural heritage and the shaping of brand image;Multiple subjects cooperate to broaden development channels;Community interaction and sharing, enhance co-creation experience;Cross-domain dissemination and promotion, construction of media matrix.
文摘互联网技术的发展革新带来了生活方式的转变,文化娱乐消费占比提高,文化创意产业的发展势头蓬勃向上,《原神》作为近年来比较热门的游戏IP在市场中发展壮大,本文借助用户SIPS模型,从共鸣、确认、参与、共享四个层面分析《原神》IP的运营策略,对社交媒体时代用户心理和行为的发展变化进行分析,试图为IP的打造与运营提供借鉴。The development and innovation of Internet technology has brought about a change in lifestyle, the proportion of cultural and entertainment consumption has increased, and the development momentum of cultural and creative industries is booming. As a popular game IP in recent years, “Genshin Impact” has grown in the market. This article uses the user SIPS model to analyze the operation strategy of the “Genshin Impact” IP from the four aspects of “Sympathize, Identify, Participate, and Share & Spread”, and attempts to provide references for the creation and operation of IP by analyzing the development and changes in user psychology and behavior in the era of social media.
