Research On IP Development Strategy Of Virtual Idol

The change of digital technology,the increasingly active subculture and the popularity of fan economy have led to the birth and development of virtual idols.In today's increasingly competitive IP market,IP is permeating the whole dimension of business ecology and becoming a new way of business survival.Only by realizing the development of IP,can virtual idol maintain its lasting vitality.What this paper discusses is the strategy of realizing the survival of IP.This paper first combs the three stages of the development of virtual idol IP,and explores the development opportunities of virtual idol from three perspectives: fans' economic empowerment,digital technology blessing,two-dimensional and sprouting culture foreshadowing.Combined with the current situation,it comes to the conclusion that there are some problems in the process of virtual idol IP,such as weak image building,solidified content development,difficult to break the communication circle,and immature commercial realization.In view of the current situation and problems,this paper selects the most representative virtual idol IP luotianyi as a typical case to analyze its IP strategy.Through the research,it is found that in the process of IP,luotianyi first stands out in the market by creating a positive energy idol image combining cute elements with Chinese style,and then develops music works,stage presentation and social content with this image as the core,and then creates UGC and PUGC content based on fan interaction,With the help of CP marketing and cross-border marketing and other marketing communication methods,luotanyi's communication potential can be expanded.Finally,through the development of derivatives matrix,brand endorsement,IP e-commerce and other ways to realize diversified realization,in order to complete the efficient IP development of luotanyi.Through luotanyi's IP strategy,this paper summarizes the methodology of IP development of virtual idols.It holds that thedevelopment of IP development of virtual idols should create differentiated IP images from the outside to the inside.Secondly,the development of IP content matrixshould be driven by games,fashion,entertainment and other industries.Secondly,the potential energy of IP communication should be expanded based on the Asian cultural community.Finally,through opening up the upstream and downstream industrial chain,the development of IP content matrix should be carried out,Realize the closed loop of business transformation.