Research On The Construction Strategy Of Digital Reading IP Imag

In the era of digital reading,influential high-quality digital reading IP has gradually emerged,which has formed recognizable IP for the building of brand image,making these digital reading IP have certain influence on various platforms.This paper takes digital reading IP "Fandeng Reading" as an example,analyzes the current situation of "Fandeng Reading" through SWOT analysis method,and analyzes the audience of "Fandeng Reading" through questionnaire survey and in-depth interview.It is concluded that the reasons for the success of fan Deng's image construction are as follows: taking recognizable personal IP as the fulcrum,taking high-quality content as the core,taking integrated marketing as the means and building community as the bond.Based on this,the author discusses and studies the digital reading IP image construction strategy from three aspects of subject,content and communication,in order to promote the development of digital reading and cultural communication and improve the national quality.