上海迪士尼乐园玲娜贝儿IP营销策略研究

Research on the IP Marketing Strategy of Lina Bell at Shanghai Disneyland

摘要: 近年来IP概念热度持续走高，凭借着IP赋予的故事背景、情感和价值观等内容，不少以IP为核心开发的产品取得了高额收益。当前的互联网环境为IP产品的开发和运营提供了新的思路，但如何创造优质IP，利用相关营销策略延长IP生命周期也十分重要。本文以上海迪士尼乐园玲娜贝儿IP营销策略为研究对象，深入分析上海迪士尼乐园玲娜贝儿IP的营销现状，挖掘其IP营销过程中的可取之处并为其它品牌IP营销提供借鉴。同时发现其中的不足之处，并提出相关改进措施，为相关IP产业的优化提供一些参考性建议。

Abstract: In recent years, the concept of IP has continued to gain popularity. Many products developed based on IP have achieved high returns thanks to the story background, emotions and values endowed by IP. The current Internet environment provides new ideas for the development and operation of IP products. However, it is also very important to create high-quality IP and extend the IP life cycle through relevant marketing strategies. This paper takes the IP marketing strategy of Lina Bell in Shanghai Disneyland as the research object, deeply analyzes the current marketing situation of Lina Bell IP in Shanghai Disneyland, explores the merits of its IP marketing process and provides references for the IP marketing of other brands. At the same time, it discovers the shortcomings and proposes relevant improvement measures to provide some reference suggestions for the optimization of related IP industries.