“互联网+”背景下服装品牌IP开发与运营研究

Research on the development and operation of clothing brand IP under the background of “Internet +”

基于当下互联网思维重构的新业态、新生态的转向趋势,以及IP从泛娱乐形态快速渗透到新商业生态的生存背景,以逻辑分析的研究方法厘清IP内容运营类型特征及内容运营方式。运用调查研究法对典型案例分析讨论,旨在探究服装品牌IP开发与内容运营策略,并创新提出隶属内容运营范畴的"软内容"这一概念。研究得出"经营高效社群""输出软内容""内容衍生产品""产品衍生内容"四大服装品牌IP内容运营策略,有助于服装品牌找到全新的商业生存方式,为服装行业可持续、纵深感发展提供启示。

Based on the new trend of the reconstruction of the Internet,the trend of the new ecology,and the background of the rapid infiltration of IP from the pan-entertainment style to the new commercial ecology,the logical analysis method was used to clarify the IP content operation type and content operation mode. Besides,survey study method was applied to discuss and analyze typical cases so as to explore clothing brand IP development and content operation strategy and to innovatively propose the concept of ＂soft content＂in the category of content management.The research results show that the four major clothing brands IP content management strategies（ ＂manage efficient community＂,＂output soft content＂,＂content derivative product＂and ＂product derivative content＂） will help the clothing brand to find a new way of commercial survival and provide inspiration for the sustainable and deep development of the garment industry.