Explore the Role of IP Marketing in Promoting Economic Development

Abstract

IP is a word used frequently in recent years, meaning intellectual property rights legally owned to one's own intellectual achievements. The IP market is a huge, not yet fully developed market with huge room for growth. IP marketing is to use the type and characteristics of IP to promote, and then gain fans and get marketing purposes. In today's situation where many famous companies have adopted IP marketing, the study of IP marketing model and economic role can promote economic development and propose new ideas for the marketing strategy of enterprises. Taking Universal Studios, a well-known IP, as an example, after in-depth understanding and analysis of its marketing methods, we compare it with other IPs both at home and abroad through survey research, case study analysis, and summary of experience, and then summarise the specific role of IPs in promoting economic development as well as the more common IP development models.