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IP Research That Is Currently Exploding in Popularity - Taking Chiikawa as an Example
- 1 Macau University of Science and Technology
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Abstract
As a cultural asset, animation IP has high commercial value. With the development of streaming media, many influential commercial animation IPs have appeared on online platforms. This paper employs a case analysis methodology to scrutinize Chiikawa, a comic that has garnered popularity across social media platforms in both China and Japan in recent years. By delving into its character symbols, satisfaction of consumer demand, marketing strategies, and providing a succinct overview of its evolution within the Chinese market, the paper elucidates the significance of animation IP communication on emerging media platforms, as well as the underlying factors contributing to its widespread appeal. Through empirical analysis of current social characteristics, it is believed that IP content should conform to public preferences and meet audience needs. It should not only meet aesthetic needs in appearance, but also resonate with people emotionally, help them resist the pressure of fast-paced life, and meet spiritual needs. In terms of marketing, IP should utilize new media platforms and expand multi-channel operations to capitalize on cultural resources and build a complete IP industry chain. This study provides a reference for subsequent related research reports, guides the creation of animation IP, and gives suggestions and inspirations in the context of the current situation of China’s animation IP business operation model.
Keywords
Chiikawa, Streaming comics, IP marketing
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Cite this article
Wan,W. (2024). IP Research That Is Currently Exploding in Popularity - Taking Chiikawa as an Example. Communications in Humanities Research,42,1-7.
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Volume title: Proceedings of 3rd International Conference on Interdisciplinary Humanities and Communication Studies
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