Research On The IP Marketing Model Of B Company's Video Service

With the development of The Fan economy in China,the IP marketing based on the Fan community has gradually penetrated into industries such as film and television production and distribution,Internet new media,and traditional manufacturing industries.B Company relies on "phenomenal" IP film "Wandering The Earth" in 2019,the success of the film and Television Market,and led to B Company has achieved great economic benefits.In the film and Television Industry,IP marketing is also a means of marketing.The company caters to the needs of fans,with the help of effective marketing means to reap high box office revenue and huge economic benefits,establish a good corporate brand image.This paper uses the method of literature and case analysis,takes the fan economy as the cut-in point,and combines the 4R theory to study the IP marketing strategy of the successful case "Wandering The Earth" and the failed case "Macau is the seat of the city" of B company,the marketing process is analyzed from four elements:relevance,response,relationship and return.Relevance Strategy,that is,the enterprise and the consumer is a community of destiny.The core idea of enterprise management is to establish and develop long-term interactive relationship with consumers.Response Strategy,in the interactive market environment,the most difficult for enterprises to achieve the problem is how to stand in the consumer's point of view timely listening and consulting service model into a highly responsive business model.Relationship Strategy,in the changing market environment,the key to capture the market has been to establish and maintain long-term and stable relationships with customers.The strategy of return,the maintenance of any trading and partnership,is a matter of economic interest.Therefore,reasonable compensation is not only the starting point of correctly dealing with all kinds of contradictions in marketing activities,but also the aim of enterprise marketing.Through the research on the company's Project Ip Marketing Strategy,we find that the film still has some deficiencies in the process of combining the fan economy marketing,which are mainly shown as follows: simply applying the successful case template;Not Focusing on content;not running enough of the fan community.In addition,this paper puts forward some suggestions for improvement: first,from the actual point of view,carefully Polish the IP;Second,carefully manage the community,strengthen the fan loyalty and word-of-mouth effect;finally,the IP Marketing Modeland traditional marketing method combined.Through the research of this paper,the author hopes to provide theoretical support and practical basis for other enterprises or brands trying to implement IP marketing strategy,and help more innovative marketing ideas in the film and television industry.