品牌IP营销的发展战略研究

Research on the Development Strategy of Brand IP Marketing

IP从泛娱乐形态到新商业形态的发展,为企业的生存方式带来了新的机遇,自带优质内容和流量的IP营销有助于品牌实现创新和突破。文章将品牌IP营销分为品牌借势IP与品牌自制IP两大类型,通过分析成功的品牌IP营销的案例,总结其经验,提出品牌IP营销发展的建议,从而帮助企业实现品牌IP商业价值的变现。

The development of IP from a pan-entertainment form to a new business form has brought new opportunities for the survival of enterprises.IP marketing with its own high-quality content and traffic can help brands achieve innovation and breakthroughs.The article divides brand IP marketing into two types:brand borrowing IP and brand-made IP.By analyzing successful brand IP marketing cases,summarizing its experience,and putting forward suggestions on the development of brand IP marketing,it helps companies realize the commercial value of brand IP.