基于ISMAS模型的IP跨界联动网络营销策略研究

Research on IP Cross-Border Collaboration Online Marketing Strategies Based on the ISMAS Model

摘要: 在数字经济赋能文化创意产业的背景下，IP跨界联动成为企业实现品牌增值的重要路径。研究旨在探究企业如何通过IP跨界营销创造商业价值，并提炼数字时代下的策略启示。采用单案例研究方法，以瑞幸咖啡与王者荣耀跨界联动这一案例为研究对象，基于ISMAS消费者行为模型对其网上营销策略与价值共创机制进行系统分析。研究发现，成功的IP跨界联动需在兴趣、搜索、口碑、行动、分享五个阶段形成环环相扣的策略链条，以达到线上引流至线下履约，线下体验反哺线上流量的商业闭环。IP跨界联动的本质并非流量的一次性置换，而是通过激发消费者的信息体验、娱乐体验与关系体验，驱动从兴趣到分享的行为闭环，最终实现顾客价值、社群价值与私域流量裂变的多层次共创。

Abstract: Against the backdrop of the digital economy empowering the cultural and creative industries, IP cross-border collaboration has emerged as a critical strategic pathway for enterprises to achieve brand value enhancement. This study aims to investigate how enterprises can create business value through IP cross-border marketing and to distill strategic insights for the digital era. Adopting a single-case study approach, this research focuses on the cross-border collaboration between Luckin Coffee and Honor of Kings, and systematically deconstructs its online marketing strategies and value co-creation mechanisms based on the ISMAS consumer behavior model. The findings reveal that a successful IP cross-border collaboration requires the formation of an interlocking strategic chain across five stages—Interest, Search, Word-of-Mouth, Action, and Share—thereby establishing an online-to-offline closed loop in which online traffic is directed to offline fulfillment, and offline experiences in turn feed back into online traffic. The study concludes that the essence of IP cross-border collaboration is not a one-time exchange of traffic, but rather the activation of consumers’ informational, entertainment, and relational experiences, which drives a behavioral closed loop from interest to sharing, ultimately enabling multi-level value co-creation encompassing customer value, community value, and private domain traffic fission.