社交媒体时代个人IP的品牌化构建与营销策略优化——以抖音平台为例

Personal IP Branding Construction and Marketing Strategy Optimization in the Social Media Era—Taking Douyin Platform as an Example

摘要: 在社交媒体深度融入消费生活的背景下，个人IP已成为联结内容生产者与市场消费者的重要商业资产。抖音作为具有现象级影响力的短视频平台，催生出大量以个人IP为核心竞争力的博主群体。本研究以抖音平台为研究场景，聚焦于博主个人IP的品牌化构建进程，系统剖析当前个人IP构建过程中存在的品牌定位失准、内容同质化、形象不稳定等典型问题及其成因。基于此，研究引入戈夫曼拟剧理论，从数字劳动异化与平台算法权力的视角审视创作者困境，并结合不同类型博主的发展阶段差异提出系统化优化策略，旨在为个人IP的可持续商业化运营提供理论参考与实践指引。

Abstract: Against the backdrop of social media being deeply integrated into consumer life, personal IP has become a crucial commercial asset connecting content creators with market consumers. TikTok, as a short-video platform with phenomenal influence, has given rise to a large number of blogger groups that take personal IP as their core competitive advantage. This study takes the TikTok platform as the research scenario, focusing on the branding construction process of bloggers’ personal IPs, and systematically analyzes typical issues such as inaccurate brand positioning, content homogenization, and image instability during current personal IP construction, along with their underlying causes. Based on this, the study introduces Goffman’s dramaturgy theory to examine creators’ dilemmas from the perspective of digital labor alienation and platform algorithmic power, and proposes systematic optimization strategies tailored to the developmental stage differences of various blogger types, aiming to provide theoretical references and practical guidance for the sustainable commercial operation of personal IPs.