“长江十年禁渔”吉祥物的IP活化设计方法探究

THE DESIGN PROPOSAL OF MASCOT IP RELATED TO THE TEN-YEAR FISHING BAN ON YANGTZE RIVER

近年来,长江流域的水生态环境由于过度无序的开发已造成严重后果。2020年,农业农村部发布禁止捕捞天然渔业资源的《长江十年禁渔计划》公告,宣布从2020年1月1日0时起开始实施长江十年禁渔计划,这一政策对我国生态可持续发展战略具有十分重要的意义。本文提出“以吉祥物IP作为生态保护宣传核心”的设计策略,并从内容力、传播力、影响力三个角度分析了如何打造成功的“长江十年禁渔”吉祥物IP,以期帮助宣传“长江十年禁渔”政策。

In recent years, the water ecological environment of the Yangtze River basin has been seriously damaged due to excessive and disorderly development. In 2020, the Ministry of Agriculture and Rural Affairs announced that China would begin a 10-year fishing ban on key areas of the Yangtze River to protect biodiversity starting from January 1, 2020. This policy is of great significance to China’s strategy of sustainable ecological development. This paper proposes the design strategy of “taking the mascot IP as the core of ecological protection publicity”, and analyzes how to create a successful “Yangtze River Ten-Year Fishing Ban” mascot IP from three perspectives of content, communication and marketing, in order to help publicize the “Yangtze River Ten-Year Fishing Ban” policy.