从文化共鸣与商业创新双驱动角度浅析《鱿鱼游戏》的成功

Analysis of the Success of Squid Game from the Dual Drivers of Cultural Resonance and Business Innovation

摘要: 随着IP产业的蓬勃发展，IP运营在文化产业中的重要性日益凸显。《鱿鱼游戏》作为现代IP的成功典范，其现象级传播效果离不开深刻文化内核的构建与精准商业运作的双重助推。内容层面，剧集以韩国本土社会发展特征为切入点，折射出全球范围内普遍存在的社会发展议题，依托霍夫斯泰德文化维度理论实现了跨文化情感联结；商业层面，其依托Netflix“本土优先 + 全球布局”的多元营销策略，结合平台经济学的价值裂变与生态构建逻辑，完成了IP的全球化价值转化。其成功印证了优质文创IP需兼具文化本土性与世界性、内容深度与商业广度，为跨文化IP运营提供了有益启示。

Abstract: With the vigorous development of the IP industry, the importance of IP operations in the cultural sector has become increasingly prominent. As a successful model of modern IP, Squid Game has achieved its phenomenal communication effect through the dual impetus of constructing a profound cultural core and implementing precise business operations. At the content level, starting from the characteristics of South Korea’s local social development, the play reflects the social development issues commonly existing in the world, and realizes cross-cultural emotional connection based on Hofstede’s Cultural Dimensions Theory. At the commercial level, relying on Netflix’s diversified marketing strategy of “local priority + global layout”, combined with the value fission and ecological construction logic of platform economics, it has completed the global value transformation of the IP. Its success proves that high-quality cultural and creative IPs must have both cultural locality and internationality, as well as content depth and commercial breadth, providing valuable insights for cross-cultural IP operations.