数字化时代下的国漫IP发展策略——基于Z世代与α世代消费者行为的研究

Development Strategies of Chinese Animation IP in the Digital Age—A Study Based on the Consumption Behavior of Generation Z and Generation Alpha

摘要: 2025年两会强调强化消费品牌引领，推动中华优秀传统文化融入产品设计，支持原创IP发展，促进动漫、游戏及衍生品消费，拓展国内外市场。随着《哪吒2》热映，国漫IP在上海市场的影响力显著增强，尤其在Z世代(1995~2009年出生)和α世代(2010年后出生)中消费需求旺盛。本研究通过问卷调查和数据分析(K-Means聚类、Logistic回归)发现，Z世代和α世代占国漫IP总消费的87.59%，社交媒体和设计创新是影响其购买决策的关键因素。政府扶持政策有效推动消费增长，而消费者满意度对购买意愿具有显著影响。研究建议品牌方优化产品设计、加强社交营销，政府应继续支持原创内容与国际推广，推动数字化转型与跨界合作，以提振消费、促进文化出海。

Abstract: The Two Sessions in 2025 emphasized strengthening the leadership of consumer brands, integrating fine traditional Chinese culture into product design, supporting the development of original IP, promoting consumption of animation, games, and derivatives, and expanding domestic and international markets. With the hit release of Ne Zha 2, the influence of Chinese animation IP in the Shanghai market has significantly increased, especially among Generation Z (born 1995~2009) and Generation Alpha (born after 2010), who show strong consumption demand. Through questionnaire surveys and data analysis (K-Means clustering and Logistic regression), this study found that Generation Z and Generation Alpha account for 87.59% of total Chinese animation IP consumption. Social media and design innovation are key factors influencing their purchase decisions. Government support policies effectively promote consumption growth, while consumer satisfaction has a significant impact on purchase intention. The study suggests that brands should optimize product design and strengthen social marketing, and the government should continue to support original content and international promotion, promoting digital transformation and cross-border cooperation to boost consumption and facilitate cultural going global.