文化IP赋能品牌营销的跨界融合策略 -市场营销专业

摘要

随着数字经济的快速发展和消费者文化需求的日益多元化，品牌营销逐渐突破传统边界，通过文化IP赋能实现跨界融合成为一种新兴趋势。本研究旨在探讨文化IP与品牌营销之间的互动机制及其在跨界融合中的应用策略，以提升品牌价值和市场竞争力。文化IP能够通过符号化表达、情感连接和场景构建等方式，有效增强品牌的认知度与忠诚度，并推动其在不同领域间的协同创新。本研究的创新点在于首次提出“文化IP赋能指数”模型，该模型从内容适配性、文化认同感和技术支撑力三个维度评估文化IP与品牌营销的契合度，为实践提供了科学依据。研究还发现技术驱动下的数字化传播手段显著提升了文化IP的延展性和品牌营销的精准性。总体而言，本研究不仅深化了对文化IP与品牌营销关系的理解，也为企业在数字化时代制定有效的跨界融合策略提供了理论支持和实践指导。

关键词：文化IP；品牌营销；跨界融合；情感共鸣；数字化传播

Cultural IP Empowerment: Cross-Border Integration Strategies in Brand Marketing

英文人名

Directive teacher:×××

Abstract

With the rapid development of the digital economy and the increasingly diversified cultural needs of consumers, brand marketing has gradually broken through the traditional boundaries, and cross-border integration through cultural IP empowerment has become an emerging trend. This study aims to explore the interaction mechanism between cultural IP and brand marketing and its application strategies in cross-border integration, so as to enhance brand value and market competitiveness. Cultural IP can effectively enhance brand recognition and loyalty through symbolic ex pression, emotional connection and scene construction, and promote its collaborative innovation in different fields. The innovation point of this study is that the "cultural IP empowerment Index" model is proposed for the first time, which evaluates the fit between cultural IP and brand marketing from three dimensions of content adaptation, cultural identity and technical support, and provides a scientific basis for practice. The study also found that technology-driven digital communication methods significantly improved the scalability of cultural IP and the precision of brand marketing. Overall, this study not only deepens the understanding of the relationship between cultural IP and brand marketing, but also provides theoretical support and practical guidance for enterprises to formulate effective cross-border integration strategies in the digital age.

Keywords: Cultural Ip；Brand Marketing；Cross-Border Integration；Emotional Resonance；Digital Dissemination

引言 1

一、文化IP与品牌营销的理论基础 1

(一)文化IP的概念界定 1

(二)品牌营销的核心要素 2

(三)跨界融合的基本原理 2

二、文化IP赋能品牌营销的价值分析 3

(一)提升品牌文化内涵 3

(二)拓展消费者情感连接 3

(三)强化市场竞争力 4

三、跨界融合策略的设计与实施 4

(一)策略设计的关键维度 4