新媒体环境下IP形象在互联网公司的应用

Application of IP image in Internet Company under New Media Environment

随着互联网及新媒体的不断推进升级,使商业竞争的战场不断扩展。无论线上平台,还是线下实用性商品IP形象都能够推动企业品牌的推广。一些互联网公司不断寻求更好的发展,都开始打造或优化自身的IP形象。其承载的是一整个品牌的文化。也赋予了IP形象生命和鲜活的人生,这使IP形象能够有足够的冲击力走进人们的心中。IP形象的产出会出现微妙的商业植入,也是其的影响力和有效性。因此,品牌IP化是大势所趋。本文主要以京东“JOY”、天猫及苏宁为例来分析IP形象在互联网公司中的应用。

With the continuous promotion a and grow with the Internet and the new media,the battlefield zone of the business race will be expanded.Both the Internet platform and the offline practical commodity IP image can drive the enterprise brand promotion.Some Internet companies continue to seek better development and begin to build or optimize their own IP image.It carries the culture of a whole brand.It also gives the IP image a life and fresh life,which makes the IP image have enough impact into people's hearts.The production synchronization of IP image will lead to subtle commercial implantation,which is also its influence and effectiveness.Therefore,brand IP is the general trend.This paper mainly takes"Jingdong joy",tmall and Suning as examples to analyze the application of IP image in Internet companies.