传统年节特色IP对中国品牌形象传播的价值研究

目的思考传统年节特色IP在当下中国品牌国际化传播中所应具有的价值。方法以移动互联时代品牌传播出现的新趋势和新机遇为基础,分析研究当下中国语境下的IP,结合时代背景挖掘传统年节的文化价值。结论传统年节是中国独特的文化标签,在国内有着强烈的认同感,在国外有着极高的辨识度。打造基于年节文化的IP,是对传统年节当代价值的一种再思考与再创造,可将传统年节具体化、时尚化和生动化,也将使其成为中国品牌形象输出与传播的利器。传统年节特色元素的IP化是传统文化创造性传承与转换的重要表现,将其用于中国品牌的国际化战略中,必能讲好中国品牌故事,建立深入人心的中国品牌文化认同,提升中国品牌形象传播的价值,实现商业运营与文化传播的双赢。

Value of Traditional Chinese New Year Festival's Characteristic IP to the Communication of Chinese Brand Image

The work aims to research the value of characteristic IP of traditional New Year Festival in the international communication of Chinese brands. Based on the new trends and opportunities of brand communication in the era of mobile interconnection, this paper studied the IP in the current Chinese context and excavated the cultural value of the traditional New Year Festival in combination with the background of the times. The traditional New Year Festival is a unique cultural label in China, which has a strong sense of identity at home and a high degree of identification abroad. Building IP based on New Year''s Festival culture is a kind of rethinking and re-creation of the contemporary value of the traditional New Year Festival, which can materialize, fashion and animate the traditional New Year Festival and also make it a sharp weapon for the export and dissemination of Chinese brand image. Moreover, the IP of the characteristic element of the traditional New Year Festival is an important manifestation of the creative inheritance and transformation of the traditional culture, it must be used in the internationalization strategy of the Chinese brand to tell the Chinese brand story well, establish the Chinese brand cultural identity deeply rooted in the hearts of the people, enhance the value of the Chinese brand image communication and realize the win-win situation of the commercial operation and the cultural communication.