创意产品设计中的IP思维与价值共创模式分析

Analysis of IP Thinking and Value Co-creation Mode in Creative Product Design

在互联网时代,创意产品设计已融入人们生活的方方面面。文章研究如何最大化地促进文化创意产品设计的高质量发展,即立足于创意产品的文化根基和科技手段,通过IP思维和价值共创机理实现价值共生。创意产品设计在IP形象设计中融入情感和人格化的特征,与用户形成互动关系,为用户打造情感体验,促使IP从单一化走向体系化衍生品发展。在推动创意产品实现价值共创共生的过程中,各参与主体形成了人际社会网络,促使文化资本和经济资本转型为社会资本,并吸引其他参与主体加入,为日后创意产品设计的价值实现提供理论依据和方法启示。

In the age of Internet,creative product design has already been integrated into every aspect of people’s life.This paper studies how to maximize the high-quality development of cultural creative product design,that is,based on the cultural foundation of creative products and technological means,to realize value symbiosis through IP thinking and value co-creation mechanism.Creative product design incorporates emotional and personal features into IP image design,interacts with users to form a relationship,creates an emotional experience for users,and promotes the development of IP from a single product to systematic derivatives.In the process of promoting creative products to realize value co-creation and symbiosis,each participant forms an interpersonal social network with others,which promotes the transformation of cultural capital and economic capital into social capital,and attracts other participants to join,thus providing theoretical basis and method enlightenment for the realization of the value of creative product design in the future.