PHILOSOPHICAL INSIGHTS INTO THE CREATIVE CONSTRUCTION OF CULTURAL SYMBOLS IN IP DESIGN AND ITS IMPACT ON BRAND GLOBALIZATION STRATEGY

Abstract

The globalization communication strategy of cultural creative products is closely related to its IP symbol, IP image, IP narrative, IP experience and IP communication. This paper tries to describe the formation process of cultural creative products, the transformation from cultural IP to IP cultural symbol brand, and focuses on analyzing the symbol extraction and development process of IP cultural creative products, as well as the digital communication methods. It analyzes the marketing level of IP cultural and creative products and seeks to find out the consumer's demand for cultural and creative products. IP cultural symbols are extracted as model variables, and the communication strategy of IP cultural and creative products is subdivided into cultural fit, emotional experience, quality of communication content, marketing interaction, and the perceived value is used as a mediating variable to establish a structural equation model. The research hypotheses are tested, and the relationship variables under the differences of different individual characteristics are explored by gender and income level. Combined with the results of hypothesis testing, the globalization communication strategy of IP cultural and creative products is adjusted. The path coefficients of cultural fit, emotional experience, communication content quality, and marketing interaction on perceived value are 0.351, 0.439, 0.507, and 0.103, respectively, and the path coefficient of perceived value and willingness to buy is 0.366, which means that cultural fit, emotional experience, communication content quality, and marketing interaction in the communication strategy of IP cultural and creative products positively affect perceived value, and perceived value positively affects willingness to buy. In order to realize the globalization and expansion of IP cultural and creative products, it is necessary to focus on the four aspects of cultural fit, emotional experience, quality of communication content and marketing interaction in the product communication strategy.