A Study on the Communication and Operation of Regional Cultural IPs in China- A Case Study of Zhejiang Region

다국어 초록 (Multilingual Abstract)

Driven by the dual forces of global cultural digitization and regional economic transformation, regional cultural IP has emerged as a pivotal strategic lever for activating local cultural resources, reshaping regional competitive advantages, and fostering sustainable development. Taking Zhejiang Province as a case study, this research focuses on the dissemination mechanisms and operational pathways of regional cultural IP. It innovatively integrates sustainable development theory with Lasswell's 5W framework to construct a five-dimensional systemic analytical framework: "stakeholder collaboration — content innovation—channel integration — Audience Adaptation—Effect Feedback Loop." Through in-depth case studies of Hangzhou's city image IP, Lanxi Youbu's culinary IP, Hengdian's film and television IP, and Yiwu's commerce IP, it reveals the intrinsic logic and practical challenges in disseminating China's regional cultural IP. This study proposes solutions centered on a “ multi-stakeholder collaborative ecosystem ” and a “ dual-track technology-physical entity system.” It emphasizes restructuring cultural production relations through technologies like blockchain-based rights confirmation and AIGC generation, while establishing a tiered audience education system and cross-domain collaborative governance networks.
This study comprehensively explores the dissemination and operation of regional cultural IP in China across six chapters. Chapter 1 details the research background, objectives, and methodology, highlighting the significance of studying regional cultural IP dissemination and operation for regional cultural development. Chapter 2 defines urban cultural IP and urban culture concepts, establishing sustainable development theory and the 5W theory as the foundational theoretical framework. Chapter 3 analyzes the current state of regional urban cultural IP dissemination and operation in China, with a particular focus on Zhejiang Province. Chapter 4 conducts an in-depth deconstruction of four case studies: Hangzhou's city image IP, Lanxi Youbu's culinary IP, Hengdian's film and television IP, and Yiwu's commerce IP. This includes a systematic examination of their distinct characteristics across dimensions such as dissemination entity composition, content narrative strategies, channel matrix construction, audience segmentation outreach, and effectiveness evaluation feedback. Subsequently, semi-structured interviews (covering 8 cultural enterprise managers, government cultural tourism department heads, and relevant scholars) and SPSS data analysis are employed to obtain first-hand practical data on IP development and operation, validating the applicability of the theoretical framework. Chapter 5 proposes specific development strategies for regional cultural IP dissemination and operation in China based on prior research findings. Chapter 6 synthesizes the entire study, summarizes key research outcomes, discusses limitations in China's regional cultural IP dissemination and operation, and outlines future research directions, emphasizing the necessity for continued investigation.
The study reveals that regional cultural IP dissemination and operation in China commonly face three core contradictions. First, a monolithic structural framework: excessive government dominance stifles market vitality, resource allocation skews toward major cities, and county-level IP development encounters triple barriers of “funding-talent-technology.” Second, content production is fragmented, cultural symbol extraction is piecemeal, and narrative logic lacks balance between “ local relevance and global appeal,” intensifying homogenized competition that erodes IP distinctiveness. Third, channels and outcomes are disconnected: online reliance on short-video traffic dividends results in shallow dissemination, while offline experiential scenarios lack robust commercial conversion pathways. Cross-cultural dissemination suffers from “cultural discounting” and audience perception biases.
This study integrates sustainable development theory with Lasswell's 5W framework, using Zhejiang's regional IP as a case study. Four representative samples—Song Dynasty cultural heritage, commercial culture, film and television culture, and culinary culture—are selected to systematically construct a “ theory-practice-strategy” research paradigm. The innovation and breakthrough lie primarily in its research perspective, systematically exploring communication and operational strategies for China's regional cultural IP, laying a foundation for cutting-edge research. Through in-depth analysis of distinctive regions like Hangzhou, Yiwu, Hengdian, and Lanxi, the study comprehensively examines relevant realities and challenges, offering multidimensional academic contributions to theoretical refinement and practical expansion from a regional perspective. Second, the methodological framework centers on qualitative research, integrating literature review to trace academic trajectories, case analysis for concrete studies, interview synthesis for primary data collection, and graphical representation for intuitive data visualization. This multi-method approach not only deepens and broadens the research scope but also enhances the scientific rigor and credibility of conclusions through rigorous logic, offering new insights and support for regional cultural studies methodologies. Finally, the research content architecture and practical transformation pathways demonstrate innovation. The content comprehensively covers foundational areas such as creative design, communication strategies, and operational models for regional cultural IP. It also integrates national policy directions and cutting-edge developments in the cultural industry to propose targeted and actionable development strategies. These strategies encompass key dimensions including creative optimization, channel expansion, audience cultivation, and effectiveness enhancement, providing theoretical and practical guidance for the high-quality development of the cultural industry. The outcomes possess high practical conversion value, directly applicable to cultural IP dissemination and operational practices in Zhejiang and other regions. Simultaneously, they provide decision support and practical guidance for local governments and cultural enterprises. Through real-world application, the effectiveness of these strategies is validated, offering feedback for deepening subsequent research and optimizing practices, thereby promoting the sound development of related industrial activities.

목차 (Table of Contents)

• CHAPTER1. Introduction 1
• 1.1 Research Background 3
• 1.2 Research Objectives 10
• 1.3 Research Methods 12
• 1.4 Research Content 14
• 1.5 Overview of Previous Research at Home and Abroad 16
• 1.5.1 Overview of Prior International Research 16
• 1.5.2 Overview of Early Research in China 22
• 1.6 Research Innovation Points 28
• 1.7 Research Technical Route 30
• CHAPTER2. Conceptual Definition and Related Theories 31
• 2.1 Urban Cultural IP Concept 31
• 2.1.1 The concept of urban culture 32
• 2.1.2 City IP Concept 33
• 2.1.3 Elements of Urban IP 35
• 2.1.4 The Relationship Between Urban Culture and Urban IP 38
• 2.2 Sustainable Development Theory 39
• 2.2.1 The concept of sustainable development theory 39
• 2.2.2 Basic Elements and Characteristics of Sustainable Development Theory 42
• 2.2.3 IP Symbol Innovation Drives Sustainable Regional Industrial Development 45
• 2.3 5W Theory 47
• 2.3.1 The Concept of the 5W Theory 47
• 2.3.2 Elements and Characteristics of the 5W Theory 49
• 2.3.3 Application of the 5W Theory in the Communication of Urban Cultural IP 50
• CHAPTER3. Current Status of Cultural IP Communication and Operation in Chinese Regional Cities 54
• 3.1 Overview of the Development of Cultural IP in Chinese Regional Cities 54
• 3.1.1 The Development History of Regional City Cultural IPs in China 54
• 3.1.2 Development Elements and Characteristics of Regional Urban Cultural IPs in China 57
• 3.1.3 Objective Conditions for the Development of IP Communication in Chinese Regional Cities 59
• 3.1.4 Current Status and Driving Forces of Cultural IP Communication and Integration in Chinese Regional Cities 62
• 3.2 Overview of Urban Cultural IP Development in Zhejiang, China 66
• 3.2.1 Overview of Natural and Historical Resources in Zhejiang Province 66
• 3.2.2 Scale and Industrial Layout of Urban Cultural IP Development in Zhejiang 68
• 3.2.3 Trends and Innovation Directions in the Development of Urban Cultural IPs in Zhejiang 71
• 3.2.4 Policy and Market Synergistic Effects on the Development of Urban Cultural IPs in Zhejiang 74
• 3.3 Current Status of IP Communication and Operation in Cities in the Zhejiang Region, China 77
• 3.3.1 The Construction of the International Communication System and the Trend of Globalization 77
• 3.3.2 Digital technology drives the trend of immersive IP Communication 80
• 3.3.3 Changes in Deep Media Convergence and Enhanced Communication Effectiveness 83
• 3.3.4 Ecological Governance and Risk Response in Cross-Cultural Communication . 85
• CHAPTER4. Case Study on the Communication of Cultural IP in Chinese Cities Based on the 5W Theory – Zhejiang Region 88
• 4.1 Case Study Subject Selection, Survey Design, and Data Analysis 88
• 4.1.1 Case Selection 88
• 4.1.2 Survey Process Design 89
• 4.1.3 Data Analysis 96
• 4.2 City IP Based on Image-Hangzhou, Zhejiang 99
• 4.2.1 Analysis of the subject of communication-emotional memory identification 100
• 4.2.2 Analysis of Communication Content Evoking Resonance and Reflection 105
• 4.2.3 Analysis of Distribution Channels Short Video Distribution 107
• 4.2.4 Audience Analysis Domestic and International Target Groups 110
• 4.2.5 Analysis of Communication Effects Boosted by Digital Communication 113
• 4.2.6 Summary 117
• 4.3 Lanxi Youbu Cuisine, a city IP featuring food, Zhejiang 119
• 4.3.1 Analysis of the Communication Subjects Multiple Emotional Attractions 120
• 4.3.2 Content Analysis Improving Quality of Life 124
• 4.3.3 Analysis of Communication Channels Immersive Scene Experience 126
• 4.3.4 Audience Analysis Domestic and International Target Groups 130
• 4.3.5 Analysis of Communication Effects - Character Prototypes as a Driving Force 133
• 4.3.6 Summary 137
• 4.4 City IP Supported by Film and Television Content- Hengdian World Studios, Dongyang, Zhejiang 139
• 4.4.1 Analysis of the main actors in the Communication - Stimulation by film and television culture 140
• 4.4.2 Content Analysis Content Creation and Innovation 144
• 4.4.3 Analysis of Communication Channels Promotion of Mainstream Values 146
• 4.4.4 Audience Analysis Celebrity Effect Attraction 150
• 4.4.5 Analysis of Communication Effects Boosting Industrial Clusters 153
• 4.4.6 Summary 157
• 4.5 City IP Based on Shopping and Tourism - Yiwu International Trade Center, Zhejiang 160
• 4.5.1 Analysis of Communication Subjects Stimulation of Shopping Emotions 160
• 4.5.2 Content Analysis Achieving User Confirmation 164
• 4.5.3 Analysis of Communication Channels Driven by Social Interaction 167
• 4.5.4 Audience Analysis Domestic and International Target Groups 170
• 4.5.5 Analysis of Communication Effects - Cultural Symbols and Brand Narrative as Drivers 172
• 4.5.6 Summary 175
• 4.6 Problems in the Communication and Operation of Cultural IPs in Chinese Regional Cities 177
• 4.6.1 Over-reliance on a single main structure and imbalance in resource input 177
• 4.6.2 Discrete Content Production and Lack of Brand Strategy 180
• 4.6.3 Insufficient channel integration efficiency and slow commercial conversion 181
• 4.6.4 Audience Generalization and Barriers to Targeted Reach 183
• 4.6.5 Loosening of the collaborative network and the breakdown of the closed loop of ecological effects 185
• CHAPTER5. Development Strategies for the Communication and Operation of Regional Cultural IPs in China 188
• 5.1 Optimize the ecosystem of urban cultural IP disseminators 188
• 5.1.1 Breaking down talent resource barriers through collaborative efforts 188
• 5.1.2 Adapting to Industry Talent Needs Through Content Innovation 189
• 5.1.3 Empowering Communication Talent Development Precisely Through Tiered Training 191
• 5.2 Expanding the Systematic Cultural Gene Decoding and Communication Content System 192
• 5.2.1 Digital Technology Empowers the Decoding and Communication of Cultural Genes 193
• 5.2.2 Interdisciplinary Collaborative Content Production and IP Incubation Mechanism 194
• 5.2.3 Industrialization-driven collaborative network of communication ecosystem. 195
• 5.3 Establish a dual-track IP Communication channel combining digital and physical elements. 196
• 5.3.1 Deeply understand the needs of the target audience and activate the city's IP to promote its image. 196
• 5.3.2 Expanding City IP to Achieve Diverse Communication and Expression 197
• 5.3.3 Reorganizing cultural gene elements to drive IP revitalization and operation 199
• 5.4 Enhancing the audience's aesthetic literacy and value practice in communication 199
• 5.4.1 Design a segmented aesthetic education adaptation system 200
• 5.4.2 Conduct participatory cultural production practices 201
• 5.4.3 Constructing a dual-institutional guarantee mechanism of technology and system 202
• 5.5 Enhance the effectiveness of resource allocation and technological innovation Communication 204
• 5.5.1 Artificial intelligence technology empowers the depth of communication 204
• 5.5.2 Accelerate the joint construction of the communication value chain system 205
• 5.5.3 Joint licensing and other distribution channels accelerate IP monetization 206
• 5.6 Implications for the Communication Effects of Regional Cultural IPs in China 207
• 5.6.1 Only through "multi-party collaboration" of communication entities can the value of IP be transformed 207
• 5.6.2 The technology of "virtual and real symbiosis" is the magic weapon for breaking through the circle of IP Communication 208
• 5.6.3 Sustainable Communication of "localized-globalized" IP is the underlying logic of culture. 209
• CHAPTER6. Conclusion 210
• 6.1 Research Conclusions 210
• 6.2 Research Limitations 215
• 6.3 Research Outlook 216
• References 221
• Appendix 229
• 국 문초 록 239