基于传统文化下国潮IP的设计营销策略研究——以《唐宫夜宴》IP为例  

Research on the Design Marketing Strategy of Guochao IP under Traditional Culture—Taking “Tang Palace Banquet” IP as an Example

作　　者：田原[1] 张新铭 谭舒心 

机构地区：[1]山东建筑大学艺术学院,山东 济南

出　　处：《Design（汉斯）》2023年第4期3820-3824,共5页设计（汉斯）

摘　　要：目的:为了传统文化面临的生存问题得到较好的解决,促进传统文化通过越来越多的形式重新蜕变,努力焕发出新的生命力和活力,以推动中华文化更持久灿烂。方法:本文基于设计营销的营销策略理论,分析《唐宫夜宴》IP设计案例所结合的营销模式和营销手段。结果:从自媒体营销、盲盒营销、名人营销和跨界营销这四种营销方式分析《唐宫夜宴》IP,提出具有现实意义的营销建议,为国潮IP的设计与传播提供有效理论依据和发展方向。结论:《唐宫夜宴》IP的成功不仅在于本身内容用传统艺术形式表达现代人的心声,更是自觉依靠新媒体时代技术的进步,用符合当下年轻人的接受方式赋能传统文化。国潮IP要挖掘营销渠道,创新营销手段,助推更多优质传统文化类节目找寻合适有效的宣传策略,为宣传城市文化与形象和中国优秀传统文化提出可供参考的营销方式方法。Objective: In order to better solve the survival problems faced by traditional culture, promote the transformation of traditional culture through more and more forms, and strive to radiate new vitality and vitality, so as to promote Chinese culture to be more lasting and splendid. Methods: Based on the marketing strategy theory of design marketing, this paper analyzed the marketing mode and marketing means combined with the IP design case of “Tang Palace Ban-quet”. Results: The IP of “Tang Palace Banquet” was analyzed from four marketing methods: self-media marketing, blind box marketing, celebrity marketing and cross-border marketing, and the marketing suggestions with practical significance were put forward to provide effective theoretical basis and development direction for the design and communication of Guochao IP. Conclusion: The success of “Tang Palace Banquet” IP not only lies in the fact that its content ex-presses the aspirations of modern people with traditional art forms, but also consciously relies on the progress of technology in the era of new media and enables traditional culture in a way that conforms to the acceptance of current young people. Guochao IP should explore marketing channels, innovate marketing methods, promote more high-quality traditional culture programs to find appropriate and effective publicity strategies, and propose marketing methods for the promotion of urban culture and image and excellent Chinese traditional culture.

关 键 词：国潮 营销策略 《唐宫夜宴》 城市形象 

分 类 号：F27[经济管理—企业管理]