泛娱乐视角下的中华老字号IP设计策略研究
Research on IP Design Strategy of Chinese Time-Honored Brands from the Perspective of Pan-Entertainment

本文以泛娱乐经济为研究视角，以中华老字号品牌为研究对象，主要通过文献研究法和案例研究法分析出目前消费者对于品牌产品的消费需求是情感化和细分化的，消费环境是融媒体线上线下相结合的。在营销的策略上，IP已经成为品牌情感赋能的媒介。而老字号目前正处在品牌形象陈旧、消费者断层的困境中。随后分析了老字号大白兔的品牌活化案例来归纳总结其打造IP时的正向策略和不足之处。吸取前人的设计经验，提出了明确IP定位，建立情感触点；融合新旧文化，建立视觉符号体系；增强IP互动，形成社交传播的三个泛娱乐经济下的老字号IP设计策略。
This paper takes the pan-entertainment economy as the research perspective, takes the old Chinese brands as the research object, and analyzes mainly through the literature research method and the case study method to find out that the current consumer demand for brand products is emotional and segmented, and the consumption environment is a combination of online and offline in the integrated media. In terms of marketing strategy, IP has become the medium of brand emotional empowerment. And the old brand is currently in the plight of brand image obsolescence and consumer disconnection. Subsequently, the brand revitalization case of the old firm Dabai Rabbit is analyzed to summarize its positive strategies and shortcomings in creating IP. Drawing on the design experience of the predecessors, we propose three strategies for IP design of old brands in the pan-entertainment economy, which are: clarifying the IP positioning and establishing emotional contact points; integrating old and new cultures and establishing a visual symbol system; and enhancing the interaction of the IP and forming social communication.