城市IP的开发与运营策略研究——以常州为例

Research on the Development and Operation Strategy of Urban IP—Taking Changzhou as an Example

文化决定着城市的气质与表现,推动城市发展必须激发城市活力、潜力和创新能力,大力推动城市文化繁荣兴盛。“十四五”规划提出,要以文化建设带动城市建设,推动文化和旅游与其他相关产业融合,化“流量”为“增量”,不断升级的“城市人设”,是一个吸引人口和产业的关键“名片”。城市IP的充分开发和创新运营,提升城市的品质形象,促进城市向心力、竞争力、辐射力的凝聚,是城市发展的重要抓手。新媒体时代,中外城市都拥有成功打造深入人心的城市IP案例。常州市有深厚的历史积淀,城市功能布局优化加速,有城市发展升级需求,现实基础与需求使得常州在探索城市IP进程中,提出提升知名度与美誉度等城市文化软实力的“常州方案”。

Culture plays a crucial role in shaping the temperament and character of a city.In order to foster urban development,it is vital to ignite urban vitality,unlock its potential,and foster innovation capacity.Moreover,it is imperative to actively promote the prosperity of urban culture.The"14th Five-Year Plan"emphasizes the significance of cultural construction in driving urban development and integrating it with other related industries such as tourism.By infusing more cultural elements and transforming"traffic"into"increment",cities can continuously upgrade their"urban image",which is pivotal in attracting both population and industries.The comprehensive development and innovative operation of urban intellectual property(IP)can significantly enhance the quality and image of a city.It also contributes to the consolidation of urban cultural power,centripetal force,attractiveness,competitiveness,and radiating force,all of which are crucial drivers for urban development.In the era of new media,cities both domestic and foreign,irrespective of their size,have successfully created deeply rooted urban IP cases.Changzhou City,with its rich historical background,optimized urban functional layout,and a growing demand for urban development,has put forth the"Changzhou Plan"to elevate its reputation and cultural soft power.