随着我国粉丝经济的繁荣发展，依托于粉丝社群的 IP 营销逐渐渗透到了影 视制作发行、互联网新媒体、传统制造业等行业，B 公司依托“现象级”IP 电 影《流浪地球》在 2019 年成功火爆影视市场，并导致 B 公司取得巨大经济效 益。在影视行业，IP 营销也是营销手段的一种。该公司迎合粉丝的需求，借助有 效的营销手段收获了高票房收入以及巨额的经济效益，树立了良好的企业品牌形 象。 本文运用文献资料法、案例分析法，以粉丝经济为切入点，结合 4R 理论对 B 公司成功案例《流浪地球》及失败案例《妈阁是座城》的 IP 营销策略进行研 究，将该营销过程分别从关联、反应、关系、回报四个要素进行分析。关联策略， 即认为企业与消费者是一个命运共同体。企业经营的核心理念是建立并发展与消 费者之间的长期互动关系。反应策略，在相互影响的市场环境中，对企业来说最 难实现的问题在于如何站在消费者的角度及时地倾听和咨询服务模式转变成为 高度回应需求的商业模式。关系策略，在多变的市场环境中，抢占市场的关键已 转变为与顾客建立并维持长期而稳固的关系。回报策略，任何交易与合作关系的 维系，都是经济利益问题。因此，合理报酬既是正确处理在营销活动中各种矛盾 的出发点，也是企业营销目的的落脚点。 通过对公司项目 IP 营销策略研究，发现该电影在结合粉丝经济营销过程中 仍然存在一些不足之处，主要表现为：单纯套用成功案例模板；哄抢 IP，脱离内 核，不再关注内容建设；粉丝社群运营不够等。此外本文针对发现的不足之处提 出了改进意见：首先，从实际出发，精心打磨 IP；其次，精心经营社群，强化 粉丝忠诚度与口碑效应 ；最后，IP 营销模式与传统营销相结合。 通过本文的研究，笔者希望为其它试图实施 IP 营销策略的企业或者品牌提 供理论支撑和现实依据，助力更多影视行业创新营销思路。 关键词：粉丝经济，IP 营销，4R 理论，流浪地球Abstract With the development of The Fan economy in China, the IP marketing based on the Fan community has gradually penetrated into industries such as film and television production and distribution,Internet new media, and traditional manufacturing industries.B Company relies on "phenomenal" IP film "Wandering The Earth" in 2019, the success of the film and Television Market, and led to B Company has achieved great economic benefits. In the film and Television Industry, IP marketing is also a means of marketing. The company caters to the needs of fans, with the help of effective marketing means to reap high box office revenue and huge economic benefits, establish a good corporate brand image. This paper uses the method of literature and case analysis, takes the fan economy as the cut-in point, and combines the 4R theory to study the IP marketing strategy of the successful case "Wandering The Earth" and the failed case "Macau is the seat of the city" of B company, the marketing process is analyzed from four elements: relevance, response, relationship and return. Relevance Strategy, that is, the enterprise and the consumer is a community of destiny. The core idea of enterprise management is to establish and develop long-term interactive relationship with consumers. Response Strategy, in the interactive market environment, the most difficult for enterprises to achieve the problem is how to stand in the consumer's point of view timely listening and consulting service model into a highly responsive business model. Relationship Strategy, in the changing market environment, the key to capture the market has been to establish and maintain long-term and stable relationships with customers. The strategy of return, the maintenance of any trading and partnership, is a matter of economic interest. Therefore, reasonable compensation is not only the starting point of correctly dealing with all kinds of contradictions in marketing activities, but also the aim of enterprise marketing. Through the research on the company's Project Ip Marketing Strategy, we find that the film still has some deficiencies in the process of combining the fan economy marketing, which are mainly shown as follows: simply applying the successful case template; Not Focusing on content; not running enough of the fan community. In addition, this paper puts forward some suggestions for improvement: first, from the actual point of view, carefully Polish the IP; Second, carefully manage the community, strengthen the fan loyalty and word-of-mouth effect; finally, the IP Marketing Modeland traditional marketing method combined. Through the research of this paper, the author hopes to provide theoretical support and practical basis for other enterprises or brands trying to implement IP marketing strategy, and help more innovative marketing ideas in the film and television industry. Keywords: Fan Economy, IP Marketing, 4R Theory, Wandering The EarthI 目录 第 1 章 绪论.......................................................................................................................................1 1.1 研究背景与意义..................................................................................................................1 1.1.1 研究背景...................................................................................................................1 1.1.2 研究意义...................................................................................................................3 1.2 研究内容与方法..................................................................................................................3 1.2.1 研究内容...................................................................................................................3 1.2.2 研究方法...................................................................................................................4 1.2.3 技术路线图...............................................................................................................4 第 2 章 相关理论与行业模式...........................................................................................................6 2.1 相关理论..............................................................................................................................6 2.1.1 粉丝及粉丝经济研究现状...................................................................................... 6 2.1.2 IP 营销现阶段的研究问题.......................................................................................8 2.1.3 4R 营销理论..............................................................................................................9 2.2 影视行业主要营销模式....................................................................................................12 2.2.1 传统营销模式.........................................................................................................12 2.2.2 整合营销模式.........................................................................................................15 2.2.3 互联网+营销模式.................................................................................................. 16 第 3 章 B 公司影视业务营销模式..................................................................................................18 3.1 B 公司概况.........................................................................................................................18 3.2 B 公司影视业务营销模式.................................................................................................19 3.2.1 传统营销模式.........................................................................................................19 3.2.2 整合营销模式.........................................................................................................20 3.2.3 IP 营销模式.............................................................................................................20 第 4 章 B 公司 IP 营销模式分析....................................................................................................22 4.1 基于《流浪地球》的分析................................................................................................22 4.1.1 《流浪地球》案例介绍.........................................................................................22 4.1.2 《流浪地球》IP 营销过程........................................................................