符号消费与文创衍生品的开发与营销策略--以玩偶文创为例  

Symbol Consumption and the Development and Marketing Strategy of Cultural and Creative Derivatives--Taking Cultural and Creative Doll-Type as an Example

作　　者：张金霞[1] 王光镇 ZHANG Jinxia;WANG Guangzhen(School of Arts Administration,Jilin University of Arts Changchun,Jilin 130021;Lovely Planet(Beijing)Culture Development Co.,Ltd.Beijing 100081)

机构地区：[1]吉林艺术学院艺术管理学院,吉林长春130021 [2]可爱星球(北京)文化发展有限公司,北京100081

出　　处：《中国商论》2022年第20期61-63,共3页China Journal of Commerce

基　　金：吉林省教育厅“十一五”社会科学研究项目《吉林省艺术市场运行情况及可行性发展模式研究》(吉教科文合字【2009】第315号)研究成果。

摘　　要：玩偶型文创衍生品具有其他文创产品不同的特征,属于符号消费和情感消费的对象,玩偶型文创有独立的特征和价值系统,背后的IP文化对消费人群有蕴藏记忆、情怀符号,且有社交货币功能,生命感、萌系、当下流行性和情感代偿性等都是构成其特征的重要因素。因此,本文针对玩偶型文创的开发和营销,首先精准定位粉丝人群;其次在各种情感点中建立关联;再次针对不同的应用场景,玩偶形象和特点也应有所区别;最后按照粉丝的接受程度划分不同的阶段,以不同的玩偶产品类型进行对应,并逐步提高品牌营销的力度和资源配比。Doll-type cultural and creative derivatives have different characteristics compare with the other cultural and creative products,they are more like objects of symbolic consumption and emotional consumption.Doll-type cultural and creative products have independent characteristics and value systems,and the IP culture behind them has the symble of memories and feelings for consumers,has the function of social currency,the sense of living,cuteness,current popularity and emotional compensation,these are all important elements that construct its characteristics.Therefore,for the development and marketing of doll-type cultural creativity,this paper first accurately locates the fan base;secondly,establishes associations in various emotional points;thirdly,for different application scenarios,the image and characteristics of dolls should also be different;finally,according to the acceptance level of fans,the marketing strategy should be divided into different stages,corresponding to different doll product types,and gradually improve the strength and resource allocation of brand marketing.

关 键 词：玩偶 文创衍生品 开发 营销 

分 类 号：F014.5[经济管理—政治经济学]