2025闀�(zh菐ng)娌欐枃鍖栨梾娓歌妤�(y猫)浜烘墠闇�姹傦細IP閬�(y霉n)鐕�(y铆ng)銆佹枃鏃呯瓥鍔冩垚鐔遍杸
鐧�(f膩)甯冩檪(sh铆)闁擄細2025-12-15
——灏氳尝閬�(d谩)鐛甸牠鍏徃娣卞害鍒嗘瀽
涓�銆佸緸“缍�(w菐ng)绱呭煄甯�”鍒�“鍏�(n猫i)瀹瑰瀷鏂囨梾楂樺湴”锛氶暦(zh菐ng)娌欐枃鏃呴��(j矛n)鍏�2.0闅庢
閬�(gu貌)鍘诲咕骞�锛岄暦(zh菐ng)娌欐啈鍊�濞涙▊鐢�(ch菐n)妤�(y猫)銆佸缍�(j墨ng)婵�(j矛)銆佸煄甯�IP鑸囩ぞ浜ゅ獟楂斿偝鎾�杩呴�熷嚭鍦�锛屾垚鐐哄叏鍦�(gu贸)鏈�鍏疯┍椤屽害鐨勬枃鏃呭煄甯備箣涓�銆傞��(j矛n)鍏�2025骞�锛岄暦(zh菐ng)娌欐枃鏃呯敘(ch菐n)妤�(y猫)姝ｅ緸“娴侀噺椹�(q奴)鍕�(d貌ng)”鍚�“鍏�(n猫i)瀹归﹨(q奴)鍕�(d貌ng)銆�IP椹�(q奴)鍕�(d貌ng)銆侀暦(zh菐ng)鏈熼亱(y霉n)鐕�(y铆ng)椹�(q奴)鍕�(d貌ng)”杞�(zhu菐n)鍨�銆�
灏氳尝閬�(d谩)鐛甸牠鍏徃鍦ㄦ湇鍕�(w霉)鏂囨梾闆嗗湗(tu谩n)銆佹枃鏃呮姇鎺у钩鑷�(t谩i)銆佹櫙鍗�(q奴)閬�(y霉n)鐕�(y铆ng)鍏徃鍙婃枃鏃呮柊娑堣不(f猫i)浼佹キ(y猫)閬�(gu貌)绋嬩腑鐧�(f膩)鐝�(xi脿n)锛�
闀�(zh菐ng)娌欐枃鏃呰妤�(y猫)鐨勪汉鎵嶉渶姹�锛屾鍦ㄥ緸鍌崇当(t菕ng)閬�(y霉n)鐕�(y铆ng)宕椾綅锛屽揩閫熻綁(zhu菐n)鍚戜互IP閬�(y霉n)鐕�(y铆ng)鑸囨枃鏃呯瓥鍔冪偤鏍稿績鐨勯珮绔京(f霉)鍚堝瀷浜烘墠銆�
浜�銆�2025骞撮暦(zh菐ng)娌欐枃鏃呯敘(ch菐n)妤�(y猫)鐨勪笁澶х祼(ji茅)妲�(g貌u)鎬ц畩鍖�
1. 鏂囨梾闋�(xi脿ng)鐩緸“寤鸿ō(sh猫)鏈�”杞�(zhu菐n)鍚�“閬�(y霉n)鐕�(y铆ng)鏈�”
澶ч噺鏂囨梾缍滃悎楂�銆佹鍙叉枃鍖栬鍗�(q奴)銆佷富椤屽湌鍗�(q奴)宸插畬鎴愬缓瑷�(sh猫)锛岀暥(d膩ng)鍓嶆牳蹇冩寫鎴�(zh脿n)杞�(zhu菐n)鍚戯細
· 濡備綍鎸佺簩(x霉)鍒堕�犲収(n猫i)瀹�
· 濡備綍褰㈡垚鍙京(f霉)鍒剁殑IP
· 濡備綍寤堕暦(zh菐ng)娓稿鍋滅暀鏅�(sh铆)闁撹垏寰�(f霉)娓哥巼
閫欑洿鎺ユ姮鍗囦簡绛栧妰鍨�銆佸収(n猫i)瀹瑰瀷銆佸搧鐗屽瀷浜烘墠鐨勫競鍫�(ch菐ng)鍍�(ji脿)鍊�銆�
2. “鍩庡競IP”鎴愮偤鏂囨梾绔�(j矛ng)鐖�(zh膿ng)鏍稿績璩囩敘(ch菐n)
闀�(zh菐ng)娌欐枃鏃呭凡涓嶅啀灞�闄愪簬鍠竴鏅崁(q奴)锛岃�屾槸鍦嶇篂锛�
· 鍩庡競鏂囧寲IP
· 姝峰彶浜虹墿鑸囧湴鍩熸枃鍖�IP
· 濞涙▊銆佹紨钘�銆侀煶妯�銆佷簩娆″厓绛夎法鐣�IP
妲�(g貌u)寤洪暦(zh菐ng)鏈熼亱(y霉n)鐕�(y铆ng)楂旂郴銆�鎳�IP鐢熷懡鍛ㄦ湡绠＄悊鐨勪汉鎵嶏紝鎴愮偤浼佹キ(y猫)绔�(j矛ng)鐩哥埈(zh膿ng)濂殑灏�(du矛)璞�銆�
3. 骞磋紩瀹㈢兢涓诲皫(d菐o)锛屽収(n猫i)瀹瑰缇庡揩閫熻凯浠�
闀�(zh菐ng)娌欐枃鏃呯殑鏍稿績娑堣不(f猫i)浜虹兢楂樺害骞磋紩鍖�锛屽皪(du矛)鏂囨梾鍏�(n猫i)瀹规彁鍑轰簡鏇撮珮瑕佹眰锛�
· 闇�瑕佹晠浜�锛岃�岄潪绨�(ji菐n)鍠櫙瑙�
· 闇�瑕佸弮鑸囨劅锛岃�岄潪琚嫊(d貌ng)瑙�璩�
· 闇�瑕佺ぞ浜ゅ偝鎾爆鎬�锛岃�岄潪涓�娆℃�ч珨椹�(y脿n)
閫欎娇寰楀偝绲�(t菕ng)鏅崁(q奴)绠＄悊浜烘墠闆ｄ互鍕濅换锛屾柊鍨嬫枃鏃呬汉鎵嶇己鍙ｈ繀閫熸斁澶�銆�
涓�銆佺嵉闋瑙掞細2025闀�(zh菐ng)娌欐枃鏃呰妤�(y猫)鏈�绶婄己鐨勪簲椤炰汉鎵�
鍩轰簬灏氳尝閬�(d谩)鐛甸牠2024—2025骞撮爡(xi脿ng)鐩鎵樿垏鎷涜仒鍛ㄦ湡鏁�(sh霉)鎿�(j霉)锛岄暦(zh菐ng)娌欐枃鏃呰妤�(y猫)闇�姹傛渶闆嗕腑鐨勫礂浣嶅寘鎷細
1. 鏂囨梾IP閬�(y霉n)鐕�(y铆ng)璨�(f霉)璨�(z茅)浜� / IP绺界洠(ji膩n)
鏍稿績鑱疯铂(z茅)锛�
· 鏂囨梾IP鏁撮珨瀹氫綅鑸囧収(n猫i)瀹硅(gu墨)鍔�
· IP鐢�(ch菐n)鍝佸寲銆佸晢妤�(y猫)鍖栬垏鎺堟瑠(qu谩n)閬�(y霉n)鐕�(y铆ng)
· IP璺ㄧ晫鍚堜綔鑸囬暦(zh菐ng)鏈熷児(ji脿)鍊肩鐞�
绋�缂哄師鍥狅細
鍚屾檪(sh铆)鐞嗚В鏂囧寲鍏�(n猫i)瀹�銆佸晢妤�(y猫)妯″紡鑸囧勾杓曠敤鎴跺缇庣殑浜烘墠妤靛皯銆�
2. 鏂囨梾绛栧妰绺界洠(ji膩n) / 楂樼礆(j铆)绛栧妰灏堝
鏍稿績鑱疯铂(z茅)锛�
· 鏂囨梾闋�(xi脿ng)鐩富椤岀瓥鍔冭垏鏁呬簨绶氭(g貌u)寤�
· 鍫�(ch菐ng)鏅�銆佸嫊(d貌ng)绶�銆侀珨椹�(y脿n)鍏�(n猫i)瀹规暣楂旇ō(sh猫)瑷�(j矛)
· 闋�(xi脿ng)鐩緸姒傚康鍒拌惤鍦扮殑鍏ㄩ亷(gu貌)绋嬪弮鑸�
鐛甸牠瑙�瀵燂細
鏈夋垚鍔熸渚嬬殑绛栧妰浜烘墠锛屽線寰�鍙嵅寰楁槑椤孩鍍�(ji脿)銆�
3. 鍩庡競鏂囨梾鍝佺墝鑸囧収(n猫i)瀹硅矤(f霉)璨�(z茅)浜�
· 鍩庡競鎴栭爡(xi脿ng)鐩暣楂斿搧鐗岀瓥鐣�
· 鏂板獟楂斿収(n猫i)瀹圭煩闄ｆ惌寤�
· 鍩庡競绱�(j铆)鍌虫挱浜嬩欢绛栧妰
瑭插礂浣嶅湪闀�(zh菐ng)娌欑殑闇�姹�锛屽凡寰�“鍔犲垎闋�(xi脿ng)”璁�?y艒u)?span lang="EN-US">“蹇呴伕闋�(xi脿ng)”銆�
4. 婕旇棟銆佹矇娴稿紡楂旈(y脿n)鍏�(n猫i)瀹瑰埗浣滆矤(f霉)璨�(z茅)浜�
· 娌夋蹈寮忔紨钘�銆佸(sh铆)鏅紨鍑虹瓥鍔�
· 鏁�(sh霉)瀛楀収(n猫i)瀹�銆佷簰鍕�(d貌ng)楂旈(y脿n)瑷�(sh猫)瑷�(j矛)
· 鏂囨梾鑸囩鎶�銆佸妯傝瀺鍚堥爡(xi脿ng)鐩�
瑭查宕椾綅鍦�2025骞村憟鐝�(xi脿n)鏄庨’澧為噺瓒ㄥ嫝(sh矛)銆�
5. 鏂囨梾鏂版秷璨�(f猫i)鑸囧晢妤�(y猫)閬�(y霉n)鐕�(y铆ng)璨�(f霉)璨�(z茅)浜�
· 鏂囧壍(chu脿ng)銆佽鐢熷搧楂旂郴鎼缓
· 鍟嗘キ(y猫)琛楀崁(q奴)鑸囧缍�(j墨ng)婵�(j矛)閬�(y霉n)鐕�(y铆ng)
· 鏂囨梾鑸囨柊娑堣不(f猫i)鍝佺墝铻嶅悎
鍥�銆佹牳蹇冨礂浣嶈柂閰崁(q奴)闁擄紙闀�(zh菐ng)娌欏競鍫�(ch菐ng)鍙冭�冿級
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宕椾綅
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骞磋柂鍗�(q奴)闁擄紙绋呭墠锛�
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鏂囨梾IP閬�(y霉n)鐕�(y铆ng)璨�(f霉)璨�(z茅)浜�
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50–100钀�(w脿n)
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鏂囨梾绛栧妰绺界洠(ji膩n)
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40–80钀�(w脿n)
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鏂囨梾鍝佺墝璨�(f霉)璨�(z茅)浜�
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35–70钀�(w脿n)
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婕旇棟 / 娌夋蹈寮忛珨椹�(y脿n)璨�(f霉)璨�(z茅)浜�
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45–90钀�(w脿n)
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鏂囨梾鍟嗘キ(y猫)閬�(y霉n)鐕�(y铆ng)璨�(f霉)璨�(z茅)浜�
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40–75钀�(w脿n)
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娉細鍦�(gu贸)璩囨枃鏃呭钩鑷�(t谩i)鑸囬牠閮ㄦ枃鏃呴泦鍦�(tu谩n)锛屽父閰嶅闋�(xi脿ng)鐩崕(ji菐ng)閲戞垨闀�(zh菐ng)鏈熸縺鍕�(l矛)銆�
浜�銆佺偤浠�涔�IP閬�(y霉n)鐕�(y铆ng)鑸囨枃鏃呯瓥鍔�“鐗瑰垾闆ｆ嫑”锛�
灏氳尝閬�(d谩)鐛甸牠鍦ㄥ(sh铆)闅涙嫑鑱樹腑绺界祼(ji茅)鍑轰笁澶у師鍥狅細
1. 浜烘墠渚�(l谩i)婧愯法鐣�锛氫締(l谩i)鑷枃鍓�(chu脿ng)銆佸唬鍛�銆佸奖瑕�銆佸妯�銆佹柊娑堣不(f猫i)绛夐牁(l菒ng)鍩�
2. 鎴愬姛妗堜緥涓嶅彲寰�(f霉)鍒�锛氫紒妤�(y猫)鏇寸湅閲�“鍋氭垚閬�(gu貌)浠�涔�”
3. 鍏�(n猫i)瀹瑰垽鏂烽珮搴︿富瑙�锛氶渶瑕佹繁搴﹁妤�(y猫)鐞嗚В鑸囬暦(zh菐ng)鏈熶俊浠昏儗鏇�
閫欎娇寰楁枃鏃呰妤�(y猫)鎷涜仒锛屽皪(du矛)鐛甸牠灏堟キ(y猫)搴︽彁鍑轰簡鏇撮珮瑕佹眰銆�
鍏�銆佸皪(du矛)鏂囨梾浼佹キ(y猫)鐨勭敤浜哄缓璀帮紙灏氳尝閬�(d谩)鐛甸牠瑙�榛�(di菐n)锛�
1. 鍓嶇疆寮曞叆鏍稿績绛栧妰鑸�IP浜烘墠锛岄伩鍏嶉爡(xi脿ng)鐩悗鏈熻鍕�(d貌ng)瑾�(di脿o)鏁�
2. 绲︿簣鍓�(chu脿ng)鎰忎汉鎵嶈冻澶犺┍瑾�(y菙)娆�(qu谩n)锛岃�岄潪鍍呬綔鐐哄煼(zh铆)琛岃鑹�
3. 鎺ュ彈“闈炲偝绲�(t菕ng)鏂囨梾鑳屾櫙”鍊欓伕浜�
4. 鐢ㄩ爡(xi脿ng)鐩垚鏋滆垏闀�(zh菐ng)鏈熸縺鍕�(l矛)鐣欎汉锛岃�岄潪鐭湡KPI
涓�銆侀暦(zh菐ng)娌欐枃鏃呯(j矛ng)鐖�(zh膿ng)锛屾鍦ㄥ崌绱�(j铆)鐐�“浜烘墠涔嬫埌(zh脿n)”
2025骞�锛岄暦(zh菐ng)娌欐枃鏃呯殑绔�(j矛ng)鐖�(zh膿ng)鐒﹂粸(di菐n)锛屽凡寰�“瑾�(shu铆)鏇存渻(hu矛)寤洪爡(xi脿ng)鐩�”锛岃綁(zhu菐n)鍚�“瑾�(shu铆)鏇存渻(hu矛)鍋氬収(n猫i)瀹�銆侀亱(y霉n)鐕�(y铆ng)IP銆佹墦閫犻暦(zh菐ng)鏈熷児(ji脿)鍊�”銆�
IP閬�(y霉n)鐕�(y铆ng)鑸囨枃鏃呯瓥鍔冧汉鎵�锛屾鍦ㄦ垚鐐洪暦(zh菐ng)娌欐枃鏃呯敘(ch菐n)妤�(y猫)鐨勯棞(gu膩n)閸佃畩閲�銆�
灏氳尝閬�(d谩)鐛甸牠鍏徃灏囨寔绾�(x霉)璺熻工鏂囨梾鑸囧煄甯傛洿鏂伴牁(l菒ng)鍩熼珮绔汉鎵嶈定鍕�(sh矛)锛屽姪鍔涙枃鏃呬紒妤�(y猫)鍦ㄦ柊鍛ㄦ湡涓惗鍗犲厛姗�(j墨)銆�