Research Review on IP Marketing Strategies

Shengyin Tian

1,*

, Minyi Wen

and Luoyi Zhang

Electronic Information Science and Technology, Northwest University, China

Financial Management

，

Guangdong University of Science and Technology, China

Guangxi University of Finance and Economics, China

Keywords: Intellectual Property (IP), Marketing Strategy, Co-Branding, IP Communication.

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.

1 INTRODUTION

In the digital era, intellectual property has become a

pillar of global economic and cultural competition.

China's IP landscape, shaped by decades of reform

and innovation, reflects a blend of tradition and

modernity. From early reliance on foreign IP

imports to the rise of home grown phenomena like

Candle in the Tomb and The Wandering Earth,

China's IP ecosystem has transformed significantly.

The synergy of a tech-savvy youth population,

advanced 5G infrastructure, and thriving digital

platforms has positioned China as a leader in

IP-driven innovation. However, its IP

commercialization rate lags behind global standards,

revealing untapped potential and systemic gaps.

IP marketing in China holds unique significance due

to its sociocultural and technological context. The

"dual circulation" strategy emphasizes domestic

consumption, with IPs acting as cultural bridges that

connect generations and foster emotional

engagement. For digital-native audiences, IPs are

not just products but social currencies that shape

identity and community. Advances in AI,

blockchain, and the metaverse are revolutionizing IP

creation and monetization, giving rise to virtual idols

and digital collectibles.

Internationally, successes like Genshin Impact and

Palace Museum collaborations underscore the need

tonavigate "cultural discounts" and craft globally

resonant narratives.

Yet, traditional marketing frameworks fall short in

addressing China's IP complexities. They often

overlook fan-driven co-creation and the fluidity of

cross-media adaptations. The clash between Western

localization strategies and China's unique market

dynamics highlights the need for tailored theories.

This study explores the interplay between

technology, culture, and commerce in China's IP

ecosystem, aiming to harmonize cultural authenticity

with global appeal. By doing so, it seeks to provide

actionable insights for stakeholders while advancing

the discourse on IP's role in shaping 21st-centurysoft

power.

2 THE FUNDAMENTAL

CONCEPT AND

CHARACTERISTICS OF IP

Intellectual Property comprises legally protected

creations (novels, games, logos) whose scarcity and

uniqueness establish market monopolies, generating

economic value and cultural influence through brand

Tian, S., Wen, M. and Zhang, L.

Research Review on IP Marketing Strategies.

DOI: 10.5220/0013841500004719

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics (ICEML 2025), pages 193-198

ISBN: 978-989-758-775-7

193

equity. Its commercialization leverages flexible

models like licensing and cross-industry

collaborations animated characters. For example,

extend in the applicability of the 4R theory to IP

marketing lies in its ability to address the unique

characteristics of IP as an intangible asset. Unlike

traditional products, IP relies heavily on emotional

connections and cultural resonance to create value.

The Relevance dimension ensures that IP aligns with

the preferences and values of target audiences,

fostering emotional engagement.

The Reaction component emphasizes real-time

responsiveness to market trends and consumer

feedback, which is critical for maintaining the

relevance of IP in a fast-changing cultural landscape.

The Relationship aspect highlights the importance of

building long-term partnerships with stakeholders,

such as licensees, co-branding partners, and fan

communities, to sustain IP vitality. Finally,

the Reward dimension focuses on maximizing the

commercial and cultural returns of IP through

innovative monetization strategies, ensuring

sustainable growth to merchandise, films, or tech

products, transcending traditional industry

boundaries. Unlike conventional sales focused on

intra-sector competition, IP thrives on fan-driven

economies, enabling co-branding and mutual value

growth. By spanning diverse sectors (apparel, food,

entertainment), IPs achieve broad market penetration,

combining monopolistic advantages, brand power,

and diversified revenue streams to underpin modern

economic innovation.

3 IP MARKETING STRATEGIES

BASED ON 4R THEORY

The 4R marketing theory (Relevance, Reaction,

Relationship, Reward) provides a robust framework

for analyzing value co-creation mechanisms in IP

commercialization. By emphasizing dynamic

interactions between enterprises and stakeholders,

this theory aligns with the core demands of IP

marketing, which develops emotional resonance,

responding to market dynamics, building

collaborative networks, and maximizing commercial

returns.

The applicability of the 4R theory to IP

marketing lies in its ability to address the unique

characteristics of IP as an intangible asset. Unlike

traditional products, IP relies heavily on emotional

connections and cultural resonance to create value.

The Relevance dimension ensures that IP aligns with

the preferences and values of target audiences,

fostering emotional engagement.

3.1 Relevance

The "Relevance" component of the 4R marketing

theory emphasizes the need for enterprises to

establish deep emotional and cognitive connections

with customers. This goes beyond superficial brand

exposure, focusing instead on sustained interactions

and collaborations to build mutual value. In IP

marketing, relevance is cultivated through emotional

resonance with consumers and cross-industry

partnerships. By integrating resources and

leveraging diverse platforms, IPs can amplify their

influence and unlock broader commercial potential.

3.1.1 Establishing Multi-Dimensional

Connections to Develop Fan Economy

Fan economy has become a pivotal force in modern

marketing, with an IP's success closely tied to its fan

base. Cross-industry collaborations enable IPs to

expand their reach while enhancing fan engagement

and loyalty. A notable example is miHoYo's

partnership with PepsiCo for its IP Genshin Impact.

The collaboration included co-branded beverages

and merchandise, coupled with online-offline

campaigns that strengthened emotional ties with fans.

Limited-edition packaging and interactive events

triggered widespread social media discussions,

driving both brand visibility and fan participation.

Such strategies demonstrate how IPs can transcend

industry boundaries to create synergistic value,

fostering a robust fan-driven economy.

3.1.2 Expanding IP Influence Through

Cross-Brand Collaborations

Cross-industry collaborations are critical for

extending an IP's influence beyond its original

domain. Coca-Cola's partnership with Harry Potter

exemplifies this approach. Limited-edition themed

bottles and immersive campaigns deepened the

emotional bond between the beverage brand and the

film franchise. By aligning with Harry Potter's

global appeal, Coca-Cola enhanced its

youth-oriented brand image, while the IP gained

renewed consumer attention. This synergy illustrates

how cross-brand alliances can broaden audience

demographics and elevate market positioning for

both parties.

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3.1.3 Resource Integration for Diversified IP

Exposure

Platform-driven resource integration enables IPs to

maximize commercial value through multi-channel

exposure. Alibaba Pictures' promotion of The

Wandering Earth exemplifies this strategy. By

leveraging Alibaba's e-commerce, entertainment,

and media ecosystems, the IP was amplified across

merchandise, films, and digital content. Consumers

could seamlessly access related products on Taobao,

while cross-platform storytelling reinforced the IP's

cultural impact. Such holistic integration transforms

IPs into multi-dimensional commercial entities,

fostering deeper consumer connections and

sustainable revenue streams.

3.2 Reaction

The "Reaction" component underscores the

imperative for brands to swiftly adapt to market

dynamics and engage consumers through real-time

interactions. For IP marketing, agility in responding

to feedback and trends is essential for sustaining

emotional resonance and loyalty. With the advent of

digital platfoms, consumer sentiment can shift

rapidly, making real-time engagement and iterative

content adjustments crucial for maintaining

relevance. Brands that fail to react in a timely

manner risk losing audience interest and competitive

advantage.

3.2.1 Rapid Market Response to Strengthen

Emotional Bonds

Timely adaptation to consumer feedback is vital for

maintaining IP relevance. The success of Ne Zha:

Birth of the Demon Child highlights this principle.

The film's producers actively monitored social

media discussions post-release, addressing fan

inquiries through behind-the-scenes content and live

Q&A sessions. By validating audience sentiments

and incorporating feedback, the IP cultivated a loyal

fanbase, laying groundwork for long-term

commercialization.

3.2.2 Real-Time Engagement via Social

Media

Digital platforms enable IPs to foster intimacy with

audiences. Xiaomi's engagement with its "Mi Fans"

community exemplifies this approach. Through

platforms like Weibo and WeChat, Xiaomi's

executives host interactive events and exclusive

promotions, creating a participatory brand culture.

Annual "Mi Fan Festivals" celebrate user

contributions while refining products based on

feedback, forging a virtuous cycle of loyalty and

innovation.

3.2.3 Iterative Innovation to Sustain IP

Appeal

Continuous adaptation to consumer preferences

ensures enduring market relevance. McDonald's

limited-time offerings, such as holiday-themed

menus or pop culture collaborations, exemplify this

strategy. These campaigns capitalize on trends to

spark social media buzz and drive urgency among

younger demographics. By aligning innovation with

consumer expectations, McDonald's maintains its

position as a dynamic, youth-centric brand.

3.3 Relationship

The "Relationship" dimension in 4R marketing

focuses on building long-term, trust-based

connections with consumers, partners, and

communities. Unlike short-term transactions, it

emphasizes loyalty, collaboration, and value

co-creation, ensuring sustained brand growth and

market adaptability.

3.3.1 Establishing a Multi-Stakeholder

Long-Term Cooperation Network

In the commercialization of cultural IPs, the

construction of a relationship network serves as the

core mechanism for value co-creation and

sustainable development. According to the

"Relationship" dimension of the 4R marketing

theory, cultural IP operations must establish

long-term cooperative networks with multiple

stakeholders, including governments,

enterprises,consumers,and creators.A well-structured

relationship network enhances resource synergy,

strengthens market positioning, and ensures the

longevity of IP influence.

3.3.2 From Short-Term Transactions to

Long-Term Partnerships

Cultural IPs need to move beyond one-time

collaborations and establish strategic partnerships

with stakeholders. Value co-creation, cultural

identity, and shared risk management are the core

features of this network. For example, the Palace

Museum's cultural products adopt a "minimum

guarantee+revenue-sharing" model to ensure partner

engagement while controlling risks. Similarly, Black

Research Review on IP Marketing Strategies

195

Myth: Wukong collaborates with Shanxi tourism,

using the game’s influence to attract visitors while

scenic spots provide cultural settings, creating

long-term synergy.

To ensure stability, trust mechanisms such as

clear contracts for IP ownership and revenue

distribution are essential. Additionally, co-creation

platforms, such as blockchain-based licensing and

user-driven secondary creation communities.

However, cultural conflicts and profit-sharing

disputes may arise, requiring dynamic evaluation

and digital relationship management to optimize

partnerships.

3.3.3 User Participation in Co-Creation

Fan engagement and UGC (User-Generated Content)

are essential for IP sustainability, transforming

consumers into active contributors. Online literature

platforms often let readers vote on plot directions,

enhancing emotional investment. Similarly, Bilibili's

virtual idols thrive on fan-generated content,

reinforcing the "creator-platform-fan" loop.

Besides boosting engagement, user content

provides market insights for IP operators. However,

challenges like copyright issues and quality control

require structured governance, such as blockchain

certification and content moderation policies. By

integrating user creativity, cultural IPs can expand

influence and ensure long-term vitality.

3.4 Reward

The "Reward" element in the 4R marketing theory

emphasizes that while building relationships,

engaging with customers, and delivering value,

businesses must also focus on obtaining economic or

non-economic rewards from these activities.

Rewards are not limited to short-term profits but

also include long-term brand loyalty, growth in

market share, and sustained customer support. For IP

marketing, the acquisition of rewards often relies on

the enduring influence and commercial monetization

potential of the IP. Through effective reward

strategies, businesses can ensure the long-term

development of the IP and achieve sustainable

commercial value.

3.4.1 IP Licensing Derivatives Diversified

Rewards

IP licensing and derivative product development are

vital for maximizing rewards in IP marketing.

Licensing allows IP owners to earn fees and expand

reach through partners' resources, while derivative

products drive sales and meet diverse consumer

needs. Disney's collaboration with Uniqlo

exemplifies this: they launched apparel featuring

Disney characters, distributed globally via Uniqlo's

network. This generated licensing revenue for

Disney, boosted the IP's visibility, and enhanced

Uniqlo's brand appeal. Such partnerships enable

diversified commercial success, leveraging partners'

channels to amplify market influence and monetize

IPs across sectors, ensuring long-term growth and

global expansion.

3.4.2 Continuous IP Content Boosts Loyalty

Rewards

Continuous output of IP content is essential for

maintaining user engagement and securing

long-term rewards. By consistently delivering new

content, IP owners can sustain market relevance and

deepen user connections. This approach not only

generates direct revenue but also enhances brand

value through ongoing user support. A prime

example is Netflix's collaboration with Stranger

Things. By regularly releasing new seasons, Netflix

keeps the IP popular and engages users, sparking

discussions and driving subscriptions. Fans also

purchase merchandise and attend events,

strengthening their emotional ties to the IP. This

strategy provides Netflix with steady subscription

revenue while boosting Stranger Things' brand value.

Through continuous content delivery, Netflix

achieves both short-term commercial gains and

long-term IP growth, demonstrating the power of

maintaining user loyalty and fostering engagement

through fresh, consistent content.

3.4.3 Cross IP Collaboration Boosts Brand

Market Share

Cross-industry collaboration is a vital strategy in IP

marketing, enabling IP owners to leverage partners'

resources and channels to expand market influence

and enhance brand value. These partnerships yield

direct economic returns and long-term benefits by

elevating brand equity.

For example, Nike's collaboration with Star

Wars produced limited-edition sneakers featuring

iconic elements, generating significant revenue and

boosting Nike's exclusivity. Simultaneously, Star

Wars attracted a younger audience, expanding its

market share. This model highlights how

cross-industry partnerships amplify IP influence,

drive economic returns, and enhance brand value

through shared resources and collaborative branding.

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In conclusion, modern IP marketing relies on

diversified monetization strategies like licensing,

content delivery, and cross-industry collaborations.

Effective reward strategies ensure long-term IP

development and sustainable commercial value. The

"Reward" element of the 4R marketing theory,

emphasizing diversified monetization and long-term

returns, is crucial for success in contemporary IP.

4 DISCUSSION

This study validates the theoretical value and

practical applicability of the 4R framework in

addressing the commercialization challenges of IP in

China. In the digital culture-driven new economic

paradigm, the core tension in IP marketing lies in

balancing the deep excavation of cultural value with

the efficiency of commercial transformation. The 4R

theory provides a structured solution to this tension

by systematically integrating the four dimensions

of Relevance, Reaction, Relationship, and Reward,

revealing the dynamic mechanisms of IP value

creation.

The Relevance dimension emphasizes the precise

alignment of IP with the cultural identity of target

audiences, building differentiated competitive

advantages through emotional resonance. In China's

culturally diverse market, IPs must transcend

superficial symbols and embed themselves in social

emotional structures to activate user

loyalty. Reaction requires the establishment of agile

market sensing and response mechanisms,

leveraging digital technologies to transform

real-time consumer insights into actionable

strategies, ensuring IP vitality in a rapidly evolving

cultural context. Relationship focuses on

constructing collaborative networks, transforming

one-way licensing into co-creative ecosystems that

enhance the sustainability of IP development

through resource integration and risk-sharing.

The Reward dimension breaks through traditional

monetization logic, advocating for multi-layered

value release through derivative matrices,

cross-media narratives, and long-term content

operations.

The study further reveals the structural

limitations of traditional marketing theories in

explaining China's IP market: first, the neglect of fan

communities as active co-creators of value; second,

the underestimation of cultural discount effects on

cross-market IP dissemination. The 4R framework

addresses these gaps by emphasizing

The coupling of cultural genes and commercial

logic, offering a theoretical pathway for the

globalization of local IPs. However, its application

must guard against the erosion of cultural

authenticity by over-commercialization, suggesting

the need for dynamic evaluation systems to balance

short-term gains and long-term brand equity. Future

research could explore the weighting relationships

among the 4R elements and their applicability across

different IP types, laying the foundation for a

China-specific IP marketing knowledge system.

5 CONCLUSION

With the advent of the digital era, intellectual

property (IP) has become increasingly prominent

within the cultural industry, particularly in China,

where IP licensing is entering a phase of rapid

development. This paper, through the analysis of IP

marketing strategies, finds that the 4R marketing

theory provides an effective framework for the

successful operation of IP. Through the four

dimensions of "Relevance", "Reaction",

"Relationship" and "Reward". IP marketing not only

strengthens the emotional connection between

brands and consumers but also enhances market

value and commercial returns through cross-border

collaborations, resource integration, and fan

economy. Firstly, by collaborating with multiple

brands and platforms, IP can expand its influence

and further enhance user stickiness and activity

through the fan economy. Secondly, promptly

responding to market feedback and utilizing social

media interactions can deepen the emotional

resonance between the brand and consumers,

maintaining the long-term appeal of the IP.

Additionally, establishing long-term cooperative

relationships and leveraging user-generated content

(UGC) for co-creation are core pathways for the

sustainable development of IP. Lastly, through IP

licensing, derivative development, and cross-border

collaborations, IP can not only bring short-term

economic returns but also ensure long-term

commercial success through continuous content

output and brand value enhancement. In summary,

the success of IP marketing is inseparable from

flexible and diverse marketing strategies and deep

market interactions. Brands should utilize the key

elements of the 4R theory to maximize the value of

IP and achieve long-term development in an

ever-changing market environment.

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AUTHORS CONTRIBUTION

All the authors contributed equally and their names

were listed in alphabetical order.

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