本文關(guān)鍵詞：IP流量與粉絲營(yíng)銷同質(zhì)化的困境消解　出處：《出版廣角》2017年20期 　論文類型：期刊論文

  更多相關(guān)文章： IP產(chǎn)品 IP流量 粉絲營(yíng)銷

【摘要】：互聯(lián)網(wǎng)催生出IP產(chǎn)品的開發(fā)和衍生,與之相適應(yīng)的營(yíng)銷方式中,IP流量和粉絲營(yíng)銷成為卓有成效的營(yíng)銷手段。但是對(duì)同類型快消型IP產(chǎn)品的過度開發(fā)以及IP產(chǎn)品營(yíng)銷策劃中的短視效應(yīng),導(dǎo)致IP流量和粉絲營(yíng)銷面臨同質(zhì)化的困境。打破這一困境的根本手段是對(duì)IP產(chǎn)品做到優(yōu)選,注重產(chǎn)品內(nèi)容價(jià)值,做好營(yíng)銷內(nèi)容策劃,讓營(yíng)銷契合IP產(chǎn)品自身特點(diǎn),最終贏得市場(chǎng)。
[Abstract]:The Internet has spawned the development and derivative of IP products, and the marketing methods, marketing has become a fan of IP flow and very fruitful marketing. But the FMCG IP products of the same type of excessive development and IP product marketing in IP lead to short-sighted effect, flow and fan marketing is facing the plight of homogenization. The basic means to break out of this predicament is to do IP optimization, focus on product content value, marketing content planning, marketing to fit the IP characteristics of the product itself, and ultimately win the market.

【作者單位】： 焦作大學(xué)經(jīng)濟(jì)管理學(xué)院;
【分類號(hào)】：F274;G124
【正文快照】： IP是英文“intellectual property”的縮寫,意指知識(shí)產(chǎn)權(quán)�！爸R(shí)產(chǎn)權(quán)是一種無形的財(cái)產(chǎn)權(quán),也稱智力成果權(quán),指通過智力創(chuàng)造性勞動(dòng)所獲得的成果,并且由智力勞動(dòng)者對(duì)成果依法享有的專有權(quán)利”[1],故IP的范圍是相當(dāng)廣泛的,文學(xué)作品、音像作品乃至各種創(chuàng)意性作品都屬于IP。隨著網(wǎng)絡(luò)，

本文編號(hào)：1406256