Research And Practice Urban Culture IP Design Strategy Based On Transmedia Storytelling

IP-based urban cultural industries have attracted much attention in recent years,and IPbased cultural and creative works that promote urban culture have shown great commercial value in China in recent years,by the new generation of consumer attention and pursuit,to create a regional characteristics of urban culture IP,has become a new trend of our city cultural industry.However,when the city culture IP gradually becomes a new way to develop the city culture industry,on the other hand,the city culture IP faces the problem that IP is too generalized,in the design and construction of cultural IP,some cities have been separated from the essence of IP,and some problems have emerged,such as the low degree of design content,the lack of coordination in cross-media practice,the lack of continuity in user migration,etc.,the potential of urban cultural IP has not been effectively developed.The urban culture IP urgently needs to find the idea and mechanism of the innovation mode which is more suitable for the current media fusion context.Accordingly,Transmedia Storytelling,as a way of content text generation in the context of media fusion,is attracting increasing attention of scholars,it aims to build a unified,open and mobile world of stories in different media platforms,in order to bring more harmonious and rich cross-media consumption experience to the audience.Based on the cross-media practice of urban culture IP.This article explores the role and pathways of innovation in creating cultural intellectual property in cities from the perspective of Transmedia Storytelling theory.First of all,in the“Basic theory research”,the concept of Transmedia Storytelling theory and its operating mechanism are explained,and the cross-media trend of urban cultural IP is studied and analyzed,by searching for the existing problems and introducing the Transmedia Storytelling theory,the theoretical framework of urban culture IP design strategy based on the Transmedia Storytelling is formed,it lays a foundation for the content shaping,media transformation and the strategy research and application practice of the following urban culture IP.Secondly,the research on “Shaping the content of urban culture IP based on Transmedia Storytelling”,with Luoyang urban culture IP as the object of in-depth description,from the design principle,the cultural matrix choice,the world outlook molding,the narrative element molding step by step,and has carried on the concrete explanation to each link goal and the method,this paper establishes a design strategy model for IP content innovation of urban culture.Thirdly,based on the research of “Urban Culture IP media transformation based on Transmedia Storytelling”,this paper divides the types of city culture IP media transformation,and expounds the significance of various types of media to city culture IP,this paper puts forward three ways of urban culture IP media transformation,which are oriented by extraction,inquiry and interaction.Fourthly,in the study of "Urban Culture IP Audience Consumption Based on Transmedia Storytelling ",based on the theory of Transmedia Storytelling and Maslow’s Hierarchical Needs Theory,we analyze the transmedia consumption levels and characteristics of urban culture IP,explore the needs and motivations of audiences for each level of consumption,and propose ways to guide the three consumption levels of transmedia consumption of urban culture IP.Finally,in "the application of urban culture IP design strategies based on Transmedia Storytelling",the three urban culture IP design strategies of content shaping,media transformation and audience consumption proposed in the previous paper are tested for their feasibility through the practice of Liangzhu culture IP creation.