文旅IP在特色小镇IP文化运营中的应用  

On the Application of Cultural Tourism IP in the Operation of IP Culture in Characteristic Towns

作　　者：武永成 Wu Yongcheng(Research Center of North Anhui Urban-Rural Integration,School of Management,Suzhou University,Suzhou 234000,China)

机构地区：[1]宿州学院管理学院皖北城乡一体化研究中心,安徽宿州234000

出　　处：《黑河学院学报》2020年第7期70-72,共3页Journal of Heihe University

基　　金：2019年度高校优秀青年骨干人才国内外访学研修项目“特色小镇建设与发展研究”(gxgnfx2019048);安徽省教育厅人文社科研究项目“乡村振兴战略背景下皖北地区乡村旅游新业态发展研究”(SK2018A0475)。

摘　　要：特色小镇建设由于传统发展模式的限制及经营理念的创新程度较低,在不考虑市场需求和建设核心理念情况下,经营者复制、仿造具有市场牌品效应的成功案例,建造出来的小镇缺少特色和核心竞争力,经营者难以达到盈利的目的同时,也造成市场竞争的混乱。文旅IP的引入根本上解决小镇建造工艺、经营发展模式的雷同,整顿肆意复制他人劳动知识产权、恶意加剧市场竞争的现状。Due to the limitations of traditional development models and lack of innovation in business ideas,the development of characteristic towns usually lack characteristics and core competitiveness,because operators usually copy and imitate successful cases with market brand effects without considering market needs and core ideas in the construction;therefore,it is difficult for the operators to achieve the purpose of profit due to the chaos of market competition.The introduction of cultural tourism IP into characteristic towns can fundamentally solve the problems of similarities in the construction technology and business development model,rectify the current situation of wantonly copying of the others’labor intellectual property rights and maliciously intensifying market competition.

关 键 词：文旅IP 特色小镇 IP文化运营 运用研究 

分 类 号：F592.7[经济管理—旅游管理]