Research On Marketing Strategies Of IP Products Based On The Product Life Cycle Theory

In recent years,the popularity of IP concept continues to rise.With the content of IP's story background,emotion and values,many IP-centered products have achieved high profit.In addition,under the background of the good pan-entertainment environment,the development and marketing of IP has received extensive attention in the domestic and foreign markets.The rapid development of the Internet has promoted the continuous rise of the popularity of IP concept.The Internet environment not only provides new ideas for the development and operation of IP products,but also further amplifies the economic benefits of fans brought by IP marketing.However,because the IP boom has come too fast,its development and marketing methods have not yet matured,and combined with the blind pursuit of capital,it has constantly refreshed the market value of IP,and there have been many problems in the development of IP products in China.It is difficult to form a complete IP industry ecosystem,resulting in IP value not being well developed,and its IP product life cycle is generally short.It is difficult to sustainably develop and obtain higher returns,and it is urgent to improve IP's market operation capabilities.From the point of view of product life cycle theory,this paper explores an approach that can be used to develop and operate IP products for enterprises,and applies it to specific marketing strategies through general analysis.Analyze the marketing strategy of IP products in various stages of the life cycle in order to extend the life cycle of IP products and maximize the development of IP values as much as possible.The paper mainly uses literature analysis method to lay a solid foundation for the research of IP product marketing strategy,and analyzes the basic theoretical concepts of IP product life cycle.According to the theory,the IP product life cycle is divided into five stages: research and development period,introduction period,growth period,maturity period and recession period.According to the hyperbolic form of IP product sales revenue and network heat index production,the definition of life cycle stage is made,and the marketing strategies that IP products should adopt in these five different life cycle stages are analyzed.As a benchmark for the operation of IP products,this paper takes some IP products of M Company as a case study.Company M is the leading representative of IP development and marketing.It has a relatively stable development mode and a well-functioning industrial ecology.It has also withstood the test of the market and has certain reference significance for the development of China's IP industry.Through the analysis of the total sales volume and network heat index of these IP products of M Company,the trend of each stage of the life cycle curve of IP products is understood,and their marketing strategies,development characteristics and benefits brought by fans in different stages of the life cycle of products are analyzed respectively,from which the marketing and layout methods needed for building a prosperous super IP universe are considered.Finally,this paper summarized the enlightenment and reference significance of M company to the current IP industry at home and abroad,and also considered what kind of crisis the IP universe may face in the future while bringing huge benefits.Combined with the actual situation and problems of the current IP development in China,this paper briefly analyzed the confusion of some IP development in our country's market,and put forward some suggestions for the development of IP products in our country: defining the core position of IP,making use of the Internet and other media platforms,etc.To enhance the reputation of IP products,train the fans economy,improve the vitality and added value of IP products,make the profit model more diversified,so as to prolong the life cycle of IP products and promote the maximization of the derived value of the whole IP operation.