情感共振与符号消费：潮玩IP的营销传播研究——以吉伊卡哇为例

Emotional Resonance and Symbolic Consumption: A Marketing Communication Study of Trendy Toy IP—A Case Study of Chiikawa

摘要: 近年来，随着“萌”文化在全球市场崛起，与之相应的电子产品和实物周边市场规模也进一步扩大，年轻人通过电子转发、线下消费、“云养娃”等一系列行为实现了情感代偿，满足了日常生活中无处宣泄的情绪释放，实现了自我治愈，同时通过共有的社交货币，形成了独特的语言体系，促进了符号价值转化为具体消费行为。本文通过对吉伊卡哇这一潮玩IP在我国国内的营销传播活动进行分析，探究其是如何通过情感共振实现符号消费转化，并分析其与其他IP形象营销策略的区别优势，从而对其本土化传播的现状进行总结，对潮玩行业的未来发展进行反思和展望。

Abstract: In recent years, with the rise of “Meng” culture in the global market, the corresponding market scale of electronic products and practices has also been further expanded. Young people have realized emotional compensation through a series of behaviors such as electronic forwarding, offline consumption, and “raising children in the cloud”, satisfying the emotional release that has nowhere to vent in daily life and realizing self-healing. At the same time, through the common social currency, a unique language system has been formed, which has promoted the transformation of symbolic value into specific consumption behavior. By analyzing the marketing communication activities of Chiikawa, a trendy IP in China, this paper explores how it realizes the transformation of symbol consumption through emotional resonance, and analyzes its differences and advantages from other IP image marketing strategies, so as to summarize the current situation of its localized communication and reflect and look forward to the future development of the trendy IP industry.