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IP流量与粉丝营销同质化的困境消解

发布时间:2018-01-10 18:06

  本文关键词:IP流量与粉丝营销同质化的困境消解 出处:《出版广角》2017年20期  论文类型:期刊论文


  更多相关文章: IP产品 IP流量 粉丝营销


【摘要】:互联网催生出IP产品的开发和衍生,与之相适应的营销方式中,IP流量和粉丝营销成为卓有成效的营销手段。但是对同类型快消型IP产品的过度开发以及IP产品营销策划中的短视效应,导致IP流量和粉丝营销面临同质化的困境。打破这一困境的根本手段是对IP产品做到优选,注重产品内容价值,做好营销内容策划,让营销契合IP产品自身特点,最终赢得市场。
[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.

【作者单位】: 焦作大学经济管理学院;
【分类号】:F274;G124
【正文快照】: IP是英文“intellectual property”的缩写,意指知识产权。“知识产权是一种无形的财产权,也称智力成果权,指通过智力创造性劳动所获得的成果,并且由智力劳动者对成果依法享有的专有权利”[1],故IP的范围是相当广泛的,文学作品、音像作品乃至各种创意性作品都属于IP。随着网络

本文编号:1406256

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