基于网络营销路径的杨柳青木版年画门神IP设计研究

Research on the IP Design of Door Gods in Yangliuqing Woodblock New Year Paintings Based on the Online Marketing Path

摘要: 本文聚焦杨柳青木版年画中的门神形象，在梳理其文化起源、艺术特征与功能演进的基础上，结合线上传播逻辑与网络营销规律，探索传统民俗符号向现代电商适配型IP的转化路径。通过提取门神形象的核心视觉元素与文化内涵，优化适配线上场景的IP设计范式，构建“文化解码–形象转译–线上营销–电商落地”的完整体系。依托社交媒体传播、电商平台运营、数字内容矩阵搭建等网络营销手段，实现门神IP在文创电商、潮玩线上市场、游戏数字周边等领域的商业转化，为非物质文化遗产通过线上渠道实现活态传承与商业赋能提供可行范式，凸显传统民俗符号在企业信息化背景下的创新价值。

Abstract: This article focuses on the image of the door gods in Yangliuqing woodblock New Year paintings. Based on the analysis of their cultural origin, artistic features, and functional evolution, combined with the logic of online dissemination and the rules of online marketing, it explores the transformation path of traditional folk symbols into modern e-commerce-compatible IPs. By extracting the core visual elements and cultural connotations of the door god image, optimizing the IP design model suitable for online scenarios, and constructing a complete system of “cultural decoding - image translation - online marketing - e-commerce implementation”, it relies on online marketing methods such as social media dissemination, e-commerce platform operation, and digital content matrix construction to achieve the commercial transformation of the door god IP in the fields of cultural and creative e-commerce, online toy market, game digital peripherals, etc. It provides a feasible model for intangible cultural heritage to achieve dynamic inheritance and commercial empowerment through online channels, highlighting the innovative value of traditional folk symbols in the context of enterprise informatization.