传统文化IP在网络营销中的价值重构与品牌赋能机制研究

Research on the Value Reconstruction and Brand Empowerment Mechanism of Traditional Cultural IP in Online Marketing

摘要: 在数字经济迅猛发展的大背景下，传统文化IP于网络营销领域实实在在地展现出了颇为可观的商业价值，同时其在文化传承方面的重要意义也不容小觑。本研究针对传统文化IP在网络营销中的实际现状展开分析，从中发现它在数字化转型、短视频传播、跨界合作以及用户消费需求等诸多方面都呈现全新的发展态势。不过，在其发展的进程之中，也相应地暴露出了一些亟待解决的问题，例如文化内涵的传承做得还不够到位、内容出现严重同质化、商业化和文化保护两者之间未达成平衡状态、针对用户群体的细分并非十分精准等。鉴于此类情况，本研究给出一系列对策建议，构建能让文化内核与数字技术深度融合起来的机制、打造具有差异化特点的内容生产体系、建立起可以促使商业价值与文化保护协调发展的模式、实施精准用户画像以及分层营销策略等，以此来为传统文化IP在网络营销中的价值重构以及品牌赋能给予相应理论指导和实践参考。

Abstract: As the digital economy experiences rapid growth, traditional cultural IP reveals substantial commercial value as well as significant cultural heritage meaning within online marketing. When analyzing the present situation of traditional cultural IP regarding network marketing, this research discovers that it demonstrates a novel development tendency in aspects like digital transformation, short video dissemination, cross-border collaboration, and user consumption requirements. Nevertheless, during the development process, there exist issues such as the inadequate inheritance of cultural implications, the severe homogenization of content, the imbalance between commercialization and cultural preservation, and the inaccurate segmentation of user groups. In light of this, this research advances certain countermeasures and suggestions. For example, constructing a mechanism for the in-depth integration between the cultural core and digital technology, creating a system for producing differentiated content, establishing a model for the coordinated development between commercial value and cultural protection, implementing precise user portraits and hierarchical marketing strategies, thereby offering theoretical guidance and practical reference for the value reconstruction and brand empowerment of traditional cultural IP in online marketing.