设计学视角下IP文创的新零售电商化路径构建

Construction of New Retail E-Commerce Path for IP Cultural and Creative Products from the Perspective of Design Science

摘要: 随着IP文创成为文化消费热点，其市场暴露出产品同质化、用户黏性不足、渠道协同失衡等问题，根源在于设计创新与全链路系统设计的缺失。本研究以设计学为视角，旨在为IP文创新零售电商化提供系统性解决方案。研究采用“框架构建–问题诊断–路径提出”的逻辑，先基于设计学理论构建“产品–用户–渠道”三维度分析框架，明确各维度核心内涵；再结合行业现状与案例，从三维度诊断IP文创电商化的现实困境及设计根源；最后针对性提出三条优化路径：用户共创的产品开发机制、沉浸体验的社群化运营模式、数据智能的全渠道协同系统。研究发现，通过产品设计创新、用户体验设计与渠道服务设计的三维协同，可有效解决IP文创市场现存问题，推动其实现可持续创新。结论表明，IP文创电商化需以用户价值为核心，依托设计学方法论实现多维度协同，该研究为IP文创行业发展提供了新的理论框架与实践方向。

Abstract: As IP-based cultural and creative products have become a cultural consumption hotspot, the market has revealed issues such as product homogenization, insufficient user engagement, and imbalance in channel collaboration. The root cause lies in the lack of design innovation and full-chain system design. From the perspective of design studies, this research aims to provide a systematic solution for the new retail and e-commerce development of IP-based cultural and creative products. Following a logical framework of “framework construction - problem diagnosis - pathway formulation,” the study first builds a three-dimensional analytical model of “product-user-channel” based on design theory to define the core connotations of each dimension. It then combines current industry conditions and case studies to diagnose the practical challenges and design-related causes of IP cultural and creative e-commerce. Finally, it proposes three targeted optimization paths: a user co-creation product development mechanism, an immersive community-based operation model, and a data-driven omnichannel collaboration system. The findings reveal that through the three-dimensional synergy of product design innovation, user experience design, and channel service design, the existing issues in the IP cultural and creative market can be effectively addressed, promoting sustainable innovation. The study concludes that the e-commerce development of IP-based cultural and creative products should center on user value and rely on design methodology to achieve multidimensional collaboration. This research thus provides a new theoretical framework and practical direction for the development of the IP cultural and creative industry.