电影IP商品的电商化运营模式研究——以迪士尼IP《疯狂动物城》为例

Research on the E-Commerce Operation Model of Film IP Merchandise—A Case Study of Disney’s “Zootopia” IP

摘要: 当下，数字消费与体验经济深度融合，电影IP商业价值的实现高度依赖电商渠道，并日益呈现出线上、线下协同运营的鲜明特征。迪士尼旗下的超级IP《疯狂动物城》正是这一趋势的典型案例，其成功不仅源于深入人心的故事与角色，更在于执行了一套以IP内容为核心、线上平台与线下体验相互促进的OMO (Online-Merge-Offline)销售模式。聚焦于电影《疯狂动物城》衍生商品在国内市场的售卖实践，通过对迪士尼围绕该IP构建的多元化电商渠道与线下体验场景的系统分析，以探究出一个可供借鉴的整合运营框架，实现内容、场景与数据的深度融合，进而构建可持续发展的商业生态。

Abstract: Currently, the deep integration of digital consumption and the experience economy has made the realization of film IP commercial value highly dependent on e-commerce channels, increasingly demonstrating distinctive characteristics of online-offline collaborative operations. Disney’s blockbuster IP Zootopia serves as a typical case of this trend. Its success stems not only from its compelling story and characters but also from the implementation of an OMO (Online-Merge-Offline) sales model centered on IP content, where online platforms and offline experiences mutually reinforce each other. Focusing on the domestic market practices of Zootopia merchandise sales, this study conducts a systematic analysis of the diversified e-commerce channels and offline experiential scenarios constructed by Disney around this IP. The aim is to explore a replicable integrated operational framework that achieves deep convergence of content, scenarios, and data, thereby establishing a sustainable business ecosystem.