出版IP文创营销策略分析——以《盗墓笔记》为例

Analysis of Publishing IP Cultural and Creative Marketing Strategies—Taking “The Graver Robbers’ Chronicles” as an Example

摘要: 《盗墓笔记》是2007年出版的网络小说，《盗墓笔记》IP已经成为千亿级头部IP。随着中国文化市场的不断发展，文创产品以各种方式进入到文化市场，形成了一种“万物皆可文创”的态势。本案例从4P营销理论入手，分析了《盗墓笔记》IP产品的产品、价格、渠道、促销等营销策略，阐述了《盗墓笔记》IP的开发过程和运营模式，归纳了《盗墓笔记》IP成为中国文化市场头部IP的原因。出版IP和文创产品相融合，不但能为出版业增添活力，还能延长其文创产品的产品生命周期，从而增加产品的商业价值，最终联动多元产业进行全版权跨界开发。本案例对其他文化行业的IP文创开发与营销具有借鉴意义和参考价值。

Abstract: The Graver Robbers’ Chronicles is a web novel published in 2007, and Tomb Raider’s Notes IP has become a hundred-billion-dollar head IP. With the continuous development of China’s cultural market, cultural and creative products have entered into the cultural market in various ways, forming a situation in which “everything can be cultural and creative”. Starting from the 4P marketing theory, this case analyzes the marketing strategies of The Graver Robbers’ Chronicles IP products such as products, prices, channels and promotions, explains the development process and operation mode of Tomb Raider IP, and summarizes the reasons why The Graver Robbers’ Chronicles IP has become the head IP in China’s cultural market. The integration of publishing IP and cultural and creative products not only adds vitality to the publishing industry, but also extends the product life cycle of its cultural and creative products, thus increasing the commercial value of the products, and ultimately linking up with diversified industries for the cross-border development of all copyrights. This case is of reference value to the rest of the cultural industry’s IP creative development and marketing.