文旅IP的創新商業模式—以廣傳傳媒集團為例

Abstract

“IP”在當下的中國，早已經遠遠超越並脫離了知識產權的本意。作為文化創意與創新的集合體，IP在文旅融合與文旅創新方面，起了巨大的作用。特別是文旅商業模式的創新與內容創新的結合，在中國旅遊市場和文化產業化方面，正在起著巨大的引領和催化作用。本文試圖從文旅IP的角度，對國內旅遊的1.0初期版本到未來4.0版本進行梳理。通過分析目前文旅IP八大流派，重點對於21世紀以來，特別是2009-2019這十年，中國文旅市場的商業模式進行解讀。同時，以筆者本人創立的公司——廣傳傳媒集團，數年一線案例作為分析探討文旅IP升級轉型案例，解讀產業與行業現狀，探索如何打通藝術與商業的價值，預測未來文旅IP發展方向及產業發展。

'IP' has been far beyond the original meaning of intellectual property in China. As a collection of cultural creativity and innovation, IP plays an important role in cultural tourism integration and innovation. In particular, the combination of cultural and tourism business model innovation and content innovation is playing a huge leading and catalytic role in China's tourism market and cultural industrialization. This paper attempts to sort out the early version 1.0 to the future version 4.0 of domestic tourism from the perspective of cultural tourism IP. Through the analysis of the current eight schools of culture and tourism IP, this paper focuses on the interpretation of the business model of China's culture and tourism market since the 21st century. In the meanwhile, GCC was be founded and keep analysis the famous cases in several years.This paper discusses the upgrading and transformation cases of cultural tourism IP, interprets the current situation of industry and industry, explores how to get through the value of art and business, and forecasts the development direction and industry development of cultural tourism IP in the future.