数字创意视角女包文创品牌IP设计与推广研究

IP Design and Promotion of Women Bag Culture and Creative Brand from Digital Creative Perspective

女包品牌IP的设计与推广是数字创意时代女包产业发展的重要举措。本文围绕“数字科技+创意+IP”对女包文创品牌的IP设计现状与思路进行总结,分析了女包皮具奢侈品文创产品IP的设计思路,包括叙事性、主题性及视觉性等,对该类型产品的IP传播机制进行规划。认为可以通过提高产品IP原创性使产品形象具有自明性,通过提高产品品质增强粉丝效应及拓展产品领域完善产业链等手段开展女包皮具IP推广。

The design and promotion of women bag brand IP are an important measure for the development of women bag industry in the digital creative era This paper summarized the current situation and ideas of IP design of women bag cultural and creative brand around digital technology+creativity+IP analyzed the design ideas of women bag leather luxury cultural and creative product IP,including narrative,theme and visual,and planed the IP communication mechanism of this type of product Itis considered that the product image can be self-evident by improving the product IP originality,and the IP promotion of women handbags and leather goods can be carried out by improving the product quality,enhancing the fan effect,expanding the product field and perfecting the industrial chain.