Communications in Humanities Research
- The Open Access Proceedings Series for Conferences
Communications in Humanities Research
Vol. 22, 07 December 2023
Open
Access | Article
The Research on the Application of CAB Model to the Promotion of IP Derivatives from the Perspective of Marketing ---Taking Local and International IP Derivatives as Examples
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Abstract
In recent years, IP derivatives have gradually emerged. There are more and more animation, comics, novels, and other derivatives of peripheral products such as cultural and creative products, games, film, television dramas, etc., and what marketing strategies to use to attract more target consumers, how to promote local IP products, or even IP derivatives introduced from other countries and cultures, have become issues that the industry operators must think about. Therefore, this paper takes the cultural and creative products of the Palace Museum and the "Barbie" movie as the research objects and uses the case study method, CAB model, and global-local identity theory to analyze the positive impact of this model on the marketing strategy of IP derivatives. Based on the theory of global-local identity, this paper analyzes the new changes in the thinking of global consumers and believes that some consumers identify more with local culture while others are more inclined to recognize themselves as global citizens. This allows people to pay more attention to the meaning behind the product and allows the CAB model to play a greater role in helping consumers accumulate knowledge about a certain product, and CAB model can promote the final purchase behavior by touching people's cognition and emotions, which has a certain universality with the IP product itself.
Keywords
CAB model, IP derivatives, promotion
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Interdisciplinary Humanities and Communication Studies
- ISBN (Print)
- 978-1-83558-187-2
- ISBN (Online)
- 978-1-83558-188-9
- Published Date
- 07 December 2023
- Series
- Communications in Humanities Research
- ISSN (Print)
- 2753-7064
- ISSN (Online)
- 2753-7072
- DOI
- 10.54254/2753-7064/22/20231594
- Copyright
- 07 December 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited