价值共生视角下情绪IP的孵化路径与网络营销策略——以“哭哭马”为例

Value Co-Creation in Emotion-Driven IP: The Incubation Path and Online Marketing Strategies—The “Crying Horse” Case

摘要: 在情绪经济兴起的背景下，能够凝聚大众情感共鸣的产品频频“出圈”并引爆市场，如何将这种瞬时热度转化为可持续的商业IP，正成为电商领域的关键命题。本文以“哭哭马”为例，深入探究情绪IP从“瑕疵品”到“爆款”的孵化路径。研究发现，情绪IP的成功孵化遵循三阶段动态模型：用户自发基于共同情感完成初始“价值锚定”；商家吸纳并解读，平台赋能放大，进入“共生”的互动阶段；最终在平台赋能下沉淀为具有社群认同的情绪IP。网络营销通过“扩散–沉淀–转化”的三层架构，系统性地助推了这一过程。然而，情绪IP也面临生命周期短暂、同质化竞争及情感营销伦理的严峻挑战。本文为理解情绪经济时代电商爆款的生成机制提供了新的分析视角，对情绪IP孵化实践具有参考价值。

Abstract: Under the rising tide of the emotional economy, products capable of resonating with public sentiment are frequently breaking out of niche circles and igniting the market. The central challenge for e-commerce now lies in transforming this transient popularity into a sustainable commercial IP. This study examines the incubation path of the Emotion-Driven IP “Crying Horse” from a defective product to a market sensation. We identify a three-stage dynamic model for its incubation: initial “value anchoring” by users based on shared emotion; interactive “co-creation” where merchants and platforms amplify the meaning; and final “IP maturation” into a community-acknowledged asset. Online marketing facilitates this process through a framework of diffusion, engagement, and conversion. However, Emotion-Driven IPs face significant challenges, including short life cycles, homogenized competition, and ethical concerns in emotional marketing. This study offers a novel analytical lens for understanding the generation of e-commerce hits in the emotional economy and provides practical insights for IP incubation.