Research Review on IP Marketing Strategies

Shengyin Tian, Minyi Wen, Luoyi Zhang

2025

Abstract

In China’s rapidly expanding IP market, driven by digitalization and youthful consumers, the immature licensing ecosystem poses challenges for maximizing IP commercialization. This study employs the 4R marketing theory (Relevance, Reaction, Relationship, Reward) to analyze strategies addressing IP’s intangible nature. Through literature review and case studies (e.g., cross-industry collaborations, social media engagement), findings demonstrate that 4R principles enhance IP value by fostering emotional resonance (Relevance), agile market adaptation (Reaction), stakeholder networks (Relationship), and diversified monetization (Reward). Successful applications, such as fan-driven economies and iterative content, reveal that 4R-driven strategies balance cultural impact and profitability. This research offers a framework for optimizing China’s IP commercialization in dynamic markets.

Paper Citation

in Harvard Style

Tian S., Wen M. and Zhang L. (2025). Research Review on IP Marketing Strategies. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 193-198. DOI: 10.5220/0013841500004719

in Bibtex Style

@conference{iceml25,
author={Shengyin Tian and Minyi Wen and Luoyi Zhang},
title={Research Review on IP Marketing Strategies},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={193-198},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013841500004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - Research Review on IP Marketing Strategies
SN - 978-989-758-775-7
AU - Tian S.
AU - Wen M.
AU - Zhang L.
PY - 2025
SP - 193
EP - 198
DO - 10.5220/0013841500004719
PB - SciTePress