故宫御猫IP人格化传播策略研究

Research on the Personification Communication Strategy of Imperial Cat of the Forbidden City IP

猫与故宫渊源深远,适逢“猫经济”浪潮,故宫御猫IP成为故宫文化传播的闪亮名片。以心理学的认知联结主义模型为依据,可理解故宫御猫人格化IP的创生与传播路径:御猫历史勾连民族文化情结,倾注现代精神,赋予猫咪“人格化”属性。在情感共鸣的核心作用下,其传播路径从以往的产品属性传播转向产品背后的文化传播,让高雅文化走入现代日常。同时探寻其中存在的问题与风险,助力同类IP打造良性人格化传播策略。

Long history of cats and the Forbidden City coincides with the tide of “cat economy”,which makes imperial cat IP of the Forbidden City has become a shining business card for the cultural dissemination of the Forbidden City. Based on the cognitive connectionism model of psychology, we can understand the creation and transmission path of imperial cat of the Forbidden City personification IP : the history of imperial cat connects national cultural complex, devotes modern spirit, and endows cats with the attribute of “personification”. Under the core role of emotional resonance, its communication path has shifted from the product attribute communication previously to the cultural communication behind the product, making the elegant culture into the modern daily life. At the same time, explore the existing problems and risks to help similar IP to create a benign personification communication strategy.