Communications in Humanities Research ISSN: 2753-7072
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Research 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

Xinyi LiBeijing Normal University-Hong Kong Baptist University United International College (UIC)*

* Corresponding author: [email protected]

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
Published: December 7, 2023
DOI: 10.54254/2753-7064/22/20231594
Volume: CHR Vol.22
pp. 75-80
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