新媒体背景下国产动漫IP的传播策略研究

Research on Communication Strategy of Domestic Animation IP under the Background of New Media

摘要: 近年来，国产动漫IP发展潜力广大，同时随着新媒体时代传播技术的深入渗透，受众地位提升，对动漫IP价值建构提供了空间。跨平台传播渠道及媒介的深度融合延伸着动漫IP的产业链，使得整合营销与动漫IP经营互融。在商业化的发展趋势下，跨界合作给动漫IP带来具有坚实粉丝支持的品牌附加值。本文以国产动漫IP的传播策略为对象，通过整合营销传播理论对其传播策略进行分析，梳理传播现状中存在的困境，并提出未来发展的有效路径。

Abstract: In recent years, the development potential of domestic animation IP has been vast, and with the deep penetration of communication technology in the new media era, the improvement of audience status provides space for the value construction of animation IP. The deep integration of cross-platform communication channels and media extends the industrial chain of animation IP, making integrated marketing and animation IP management mutually integrated. Under the development trend of commercialization, cross-border cooperation brings brand-added value with solid fan support to animation IP. This paper takes the communication strategy of domestic animation IP as the object, analyzes its communication strategy through integrated marketing communication theory, sorts out the difficulties existing in the communication status quo, and puts forward an effective path for future development.