摘要
摘要
在疫情的冲击之下购物中心面临着前所未有的挑战，网络电商进一步分食线
下实体经济的蛋糕，在经济复苏及消费回暖的背景之下，购物中心在机遇与挑战
之间艰难前行。商业购物中心寻求变革与创新，走文化发展之路便自然的与时下
最热的IP结合。如果说,过去中国商业地产市场的巨大成功,主要是因为精准的
定位与出色的组合,那么发展到今天,中国购物商场就早已全面突破了物质生活
消费的意识层面,日益走进了人们的精神世界，并力求通过艺术、人文等方式形
成吸引力,IP营销无疑是时下受到各方追捧的新兴营销形式。
近年来出现越来越多的大热IP与购物中心合作营销的推广方式，但在推广
时出现许多问题，本文将以X购物中心IP营销作为研究对象，综合国内外的市
场营销组合理论和相关的文献，并结合相关理论和基础知识对X商业购物中心目
前所面临的营销环境进行分析，通过X商业购物中心在IP营销活动上的表现，
从人流量与销售表现两个角度进行分析，找到项目在营销过程中的问题，对IP
营销在策划阶段的内容构建、宣传阶段的推广造势、运营阶段的合作效果及评估
阶段的变现情况四方面出现问题的原因进行分析，再提出解决方案；加以4V理
论为基础对现有的思路进行进一步的优化。从提出问题分析问题到解决问题的过
程中挖掘到购物中心与大热IP营销方面的主要突出矛盾是没有找到定位客群，
迷信大IP，无法有效引流变现等。本文研究的目的是让X购物中心的IP营销策
略能更好地适应市场的变化，通过本文的研究分析，能够对X购物中心IP营销
有指导性作用，更好的寻找到自己IP营销的方式。
国内购物中心在进行IP营销时也能以4V理论作为基础指导，通过对IP在
策划构建、推广、合作和变现各阶段的解决思路帮助商业购物中心更好地应对
IP营销所带来的各种市场情况，以自身购物中心的实际情况出发，研究出一套
适用于自身的IP营销方式。
关键字：IP营销；4V理论；营销策略
I

Abstract
Abstract
Under the impact of the epidemic, shopping centers are facing
unprecedented challenges. Online e-commerce further divides the cake of
offline real economy. Under the background of economic recovery and
consumption recovery, shopping centers are struggling between
opportunities and challenges. Commercial shopping centers seek change
and innovation, take the road of cultural development, and naturally
combine with the hottest IP nowadays. If we say that the great success of
China's commercial real estate market in the past was mainly due to
accurate positioning and excellent combination, then today, China's
shopping malls have already comprehensively broken through the
consciousness level of material life consumption, increasingly entered
people's spiritual world, and strive to form attraction through art,
humanities and other ways. IP marketing is undoubtedly an emerging
marketing form pursued by all parties nowadays.
In recent years, there have been more and more promotion methods
of cooperative marketing between hot IP and shopping centers, but there
are many problems in the promotion. This paper will take the IP
marketing of X shopping center as the research object, integrate the
marketing combination theory and relevant literature at home and abroad,
II

Abstract
and analyze the marketing environment faced by X commercial shopping
center in combination with relevant theories and basic knowledge.
Through the performance of X commercial shopping center in IP
marketing activities, Analyze from the perspective of people flow and
sales performance, find the problems in the marketing process of the
project, analyze the causes of the problems in four aspects of IP
marketing: content construction in the planning stage, promotion
momentum in the publicity stage, cooperation effect in the operation
stage and cash realization in the evaluation stage, and then put forward
solutions; Based on 4V theory, the existing ideas are further optimized.
From the process of raising problems to solving problems, the main
prominent contradiction between shopping centers and hot IP marketing
is that they do not find the positioning customer group, superstitious big
IP, unable to effectively drain and realize, etc. The purpose of this paper
is to make the IP marketing strategy of X shopping center better adapt to
the changes of the market. Through the research and analysis of this
paper, it can guide the IP marketing of X shopping center and better find
its own way of IP marketing.
When carrying out IP marketing, domestic shopping centers can also
take 4V theory as the basic guidance, help commercial shopping centers
better deal with various market conditions brought by IP marketing
through the solution ideas of IP in the stages of planning, construction,
III
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