张裕品牌的超级IP开发策略

Development Strategy of Changyu Brand’s Super IP Resources

由于超级IP具有原创性、故事性、传播性和话题性等特点,已逐渐成为众多企业开展品牌建设和传播过程中的常用手段。在中国葡萄酒行业,张裕拥有丰富的超级IP资源。作者结合超级IP的特征梳理出烟台张裕公司的超级IP资源类型,并从企业品牌、产品品牌、品牌定位等角度分析了张裕公司对于超级IP资源的深度开发、设计和利用方面的具体做法和相关策略;系统总结了张裕公司在超级IP品牌资源开发和运用领域的典型做法,对国内其他葡萄酒企业开展品牌传播工作具有较好的参考作用和借鉴意义。

Super IP has become a common means in the process of brand building and communication for many enterprises because of its originality,story,communication and topicality.In Chinese wine industry,Changyu has abundant super IP resources.Authors sorted out the types of super IP resources of Yantai Changyu company based on the characteristics of super IP,and analyzed the specific practices and related strategies of Changyu company in the in-depth development,design and utilization of super IP resources from the perspectives of enterprise brand,product brand and brand positioning.Further,authors systematically summarized the typical practices of Changyu company in the field of development and application of super IP brand resources,which has a good reference function and significance for other domestic wine companies to carry out brand communication.