Research On The Development And Operation Strategy Of Urban IP

Cultural industry is an important embodiment of national soft power level,and has the dual characteristics of innovation value and economic value.Based on China's profound cultural heritage and diversified cultural resources,cultural industry will become a new kinetic energy to stimulate the development of China's market economy.In the Outline of the National Plan for Cultural Development and Reform during the Thirteenth Five-Year Plan,it is clearly stated that it is necessary to develop cultural and creative products,expand the supply of high-end culture,promote the organic integration of cultural industries with other industries,increase cultural content and industrial added value,and transform the advantages of cultural resources into industrial and market advantages.City IP has a unique role and advantage in shaping city image,building city cultural brand,spreading city business card and so on.It is easier to make abstract and general city concept accepted and recognized by the public,but also has huge and potential commercial value and development space.At present,some advanced cities in developed countries in Europe and the United States have successfully built popular cities IP,quickly gathering popularity and improving urban awareness,and helping economic development.On the basis of analyzing the current situation of urban IP operation at home and abroad,and from the point of view of the objective conditions and the present development situation of urban IP operation at home and abroad,this paper probes into the existing problems in this field,including the lack of strategic coordination of urban IP image,the floating content on the surface,the single propaganda channel and the insufficient cultivation of industry,and compares the cultural background,operation mode and successful elements of the IP image operation of "Kumamoto Xiong" and "Santa Claus Village" in Finland,and the situation of "Ha uncle" IP image operation in Qingdao,From the excellent city IP image should have the characteristic,the operation basic method to put forward the optimization measure.Case analysis is the main research method used in this paper,through the analysis of foreign excellent cases,in addition to the elements that can not be copied in the success of foreign cases,such as social and cultural characteristics,find out the factors that can be used for reference in successful urban IP operation,and process the domestic status quo,cultural foundation,social structure,national media choice preference and so on.