基于SIPS模型的文旅IP营销策略

Marketing Strategy for Cultural Tourism IP Based on the SIPS Model

摘要: 文旅IP蕴含着巨大的经济文化价值，在文旅融合和新媒体高速发展的大背景下，传统的文旅IP营销思路在新媒体时代的营销效果稍显不足，难以满足时代需要。文章以传播地域文化、促进文化消费为目的，使用研究消费行为的分析工具“SIPS模型”所揭示出的四个消费行为阶段，从新媒体的视角，提出了包含文旅IP形象设计、衍生内容、粉丝社群、文化传播模式的复合文旅IP营销策略，拓宽营销视野，为文旅IP营销提供新的视角。

Abstract: Cultural tourism IP holds immense economic and cultural value. Against the backdrop of integrated cultural-tourism development and the rapid growth of new media, traditional marketing approaches for cultural tourism IP have proven less effective in the new media era, struggling to meet contemporary demands. This study aims to propagate regional culture and stimulate cultural consumption. By applying the SIPS model, the article proposes a composite marketing strategy for cultural tourism IP from a new media perspective. This strategy integrates IP image development, derivative content creation, fan community engagement, and cultural dissemination models. It broadens the marketing perspective and offers new insights for cultural tourism IP promotion.