時尚類IP品牌的衍生應用與價值變現路徑——以“黎貝卡的異想世界”為例

Derivative Application and Value Realization Path of Fashion IP Brands: Take Miss Fantasy as an example

周婉婷

《傳播前沿》 5卷1期 (2024/04) Pp. 77-87

摘要

數字時代的到來讓社會生產革新，網路社會帶來了新的經濟結構。IP經濟作為新興產業之一，其生產模式主要以優質內容為核心，生產形式多樣、內涵豐富的內容和產品，實現多管道多平臺分發，不斷積累成為品牌產業，最終實現內容與流量的有機整合，促成IP品牌的價值變現。本文以時尚傳播領域的KOL“黎貝卡的異想世界”為例，試圖從案例探析個人IP走向品牌矩陣並實現IP多重衍生應用與價值變現的路徑，為數字時代的創業模式提供一定啟發。

關鍵字

IP ； 黎貝卡的異想世界 ； 品牌 ； 衍生應用 ； 價值變現

並列摘要

In the digital era, social production gets its own innovation. Cyber society has been come up with a new change in the economic structure. As one of the emerging industry, Intellectual Property economy mainly focuses on quality content, producing diverse content and products to enalbe multi-channel, multi-platform distribution. Then accumulate into the brand industry continuously, and finally realize the organic integration of content and click rates, contribute to the cash realization of the value of the IP brand. Take the example of Miss Fantasy, which is the KOL in fashion communication field in China to analyze. This article is trying to analyze the path of personal IP to brand matrix and realize the multiple derivative applications and cash realization of IP from the case, which provides certain inspiration for the entrepreneurial mode in the digital era.

並列關鍵字

IP ； Miss Fantasy ； Brand ； Derivative application ； Cash realization of brand value