数字经济背景下传统出版机构IP营销策略分析——以中国大百科全书出版社为例

Analysis of IP Marketing Strategies for Traditional Publishing Institutions in the Context of Digital Economy—A Case Study of Encyclopedia of China Publishing House

摘要: 智能传播时代，信息技术革命重塑出版业生态，出版融合成为主流。2025年国家新闻出版署推进出版融合发展工程，传统出版机构加速数字化转型。本文揭示了传统出版机构融合转型的动因，并以中国大百科全书出版社“穿越时空的中国”原创IP为例，探讨出版机构的IP营销路径，研究发现该出版社通过聚焦文化IP内核开发、构建融合运营体系、打造数字传播生态矩阵等举措扩大影响力，但传统出版机构转型升级的过程中也面临版权纠纷、文化本真性丧失、运营团队专业能力不足等问题。研究表明，IP营销是出版机构向知识服务生态升级的重要路径，需在文化传承与商业开发中平衡，以激活出版业新质生产力。

Abstract: In the era of intelligent communication, the information technology revolution has reshaped the publishing industry ecosystem, and publishing integration has become the mainstream. In 2025, the National Press and Publication Administration promoted the publishing integration and development project, and traditional publishing institutions accelerated their digital transformation. This paper reveals the driving forces behind the integration and transformation of traditional publishing institutions and takes the original IP “China through Time and Space” of the Encyclopedia of China Publishing House as an example to explore the IP marketing path of publishing institutions. The research finds that the publishing house has expanded its influence through measures such as focusing on the development of the core of cultural IP, building an integrated operation system, and creating a digital communication ecosystem matrix. However, traditional publishing institutions also face problems such as copyright disputes, loss of cultural authenticity, and insufficient professional capabilities of operation teams during the process of transformation and upgrading. The research indicates that IP marketing is an important path for publishing institutions to upgrade to a knowledge service ecosystem, and it is necessary to balance cultural inheritance and commercial development to activate the new productive forces of the publishing industry.