The Research On Operation Strategy Of Anchor Type Virtual Idol IP

With the development of "Otaku Economy" and "Metaverse",the consumption intention of users is increasing.With controllable character and rich emotional value,Vtuber has gradually been accepted by more audiences.Relying on the advantages of enterprises.VTubers have expanded the production and development mode of traditional virtual idols,broken through the market barriers of homogenized images,and are penetrating into the blue ocean market as a new entertainment force.This paper takes Tencent’s "Xing Tong" and other virtual IP as examples,uses case analysis method,interview method and observation method.Analyze the operators’ strategy of operating Vtuber IP through live streaming in terms of product positioning,content operation and user operation.And discuss how to improve IP value in the immature market.From the perspective of the current virtual IP industry chain,this paper finds that enterprise operators first construct differentiated appearance,personality and symbols to package virtual images in product design,and then use appropriate "Person Inside" deduction to balance the virtual and personality attributes of IP.In terms of content operation,operators create node-type,drama-type and channel-type templates for live streaming according to the characteristics of Vtuber.Personalized accounts and multi-channel communication further constitute the IP content matrix.From the perspective of user operation,operators adapt to the culture of the two-dimensional community,break through the barriers of "Fandom",and gather production and consumption resources to increase the popularity of IP.From the perspective of long-term operation of future virtual IP,The paper believes that Vtubers still have disadvantages such as "unclear positioning,immature industrial chain and lack of continuity in content".Enterprise operators should explore integration strategy,adapt to market development,and avoid a reverse growth trend of "anti logic" in vtuber.