Research On The Path Of Constructing Internet Celebrity IP And Its Commercial Realization

Internet celebrity IP is the differentiated identification and personal value symbol system established by Internet celebrities in the minds of users,and is the expression of personal influence and personal influence of Internet celebrities.In the fierce competition of the celebrity industry,it is an inevitable trend to create celebrity IP.It can form differentiated competition in a homogeneous industry,maximize the life cycle of the celebrity,meet the personalized needs of users in the context of consumer upgrades and improve the commercial monetization ability of Internet celebrities.This article takes Li Ziqi as a research case,based on Lasswell’s 5W communication model,and analyzes the way of creating the celebrity IP from four aspects: the communicator,the content of the communication,the channel of communication,and the audience of the communication.The first is to create a charismatic personality,including differentiated personal positioning,three-dimensional character image and positive energy real image;the second is to continue to produce high-quality content,the content needs to have unique topic selection and style and professional production level,to carry out the dual output of culture and values and to meet the psychological needs of users;the third is to build a diversified communication channel,distributed through all channels at home and abroad,the secondary communication of fans and topic marketing to enhance the influence of Internet celebrities;the fourth is through strengthen social interaction and build a fan community to build strong relationships with fans.In the commercial monetization process,Internet celebrities rely on personal IP symbols to create their own brands,migrating fans’ personal admiration to the brand level,forming an upgrade from spiritual recognition to consumption.The online celebrity brand sells value beliefs and a symbol of lifestyle and philosophy.Products not only exist as products with specific functions,but also as a carrier of spiritual experience.Internet celebrity IP shapes consumption scenarios through content,carries values with products,and projects consumers’ ideal self-concepts,thereby realizing emotional premiums and value realization.While Li Ziqi’s commercial brands are gaining tremendous benefits,there are inevitably many market problems: high price with low quality products,poor consumer experience;OEM production,lack of personal characteristics;fewer types,difficult to meet demand.In view of this,the author puts forward suggestions for improvement: strict quality control and optimization of product after-sales service;strengthening the integration of products and content,making deep binding of customized models;broadening product categories and building the brand into the spirit of oriental life aesthetics symbol,so as to promote the benign and sustainable development of its brand.