SIPS模型视角下游戏IP《原神》的运营策略

The Operation Strategy of the Game IP “Genshin Impact” in the SIPS Model

摘要: 互联网技术的发展革新带来了生活方式的转变，文化娱乐消费占比提高，文化创意产业的发展势头蓬勃向上，《原神》作为近年来比较热门的游戏IP在市场中发展壮大，本文借助用户SIPS模型，从共鸣、确认、参与、共享四个层面分析《原神》IP的运营策略，对社交媒体时代用户心理和行为的发展变化进行分析，试图为IP的打造与运营提供借鉴。

Abstract: The development and innovation of Internet technology has brought about a change in lifestyle, the proportion of cultural and entertainment consumption has increased, and the development momentum of cultural and creative industries is booming. As a popular game IP in recent years, “Genshin Impact” has grown in the market. This article uses the user SIPS model to analyze the operation strategy of the “Genshin Impact” IP from the four aspects of “Sympathize, Identify, Participate, and Share & Spread”, and attempts to provide references for the creation and operation of IP by analyzing the development and changes in user psychology and behavior in the era of social media.