Research on the Business Model of Brand IP Construction in Digital Economy

DOI

10.2991/978-94-6463-030-5_126How to use a DOI?

Keywords

Brand Strategies; IP Construction; Model; Analysis

Abstract

Due to the poor differentiation effect of brand IP, the construction effect is poor. This paper proposes a business model analysis of brand IP construction under the digital economy. It can analyze the commercial significance of brand IP construction, clarify the existing problems, and establish the brand IP business model according to a series of tasks such as differentiated positioning, image design, cultural packaging, and story interpretation. Empirical analysis shows that the constructed hierarchical analysis method can effectively analyze enterprise brand data, use indicators and comparison, effectively analyze the construction effect of brand IP.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Mingxiao Zhao
PY  - 2022
DA  - 2022/12/20
TI  - Research on the Business Model of Brand IP Construction in Digital Economy
BT  - Proceedings of the 2022 International Conference on Bigdata Blockchain and Economy Management (ICBBEM 2022)
PB  - Atlantis Press
SP  - 1270
EP  - 1278
SN  - 2589-4919
UR  - https://doi.org/10.2991/978-94-6463-030-5_126
DO  - 10.2991/978-94-6463-030-5_126
ID  - Zhao2022
ER  -