Analyse the influence of “cultural and creative + blind box” mode on the commercialization of Chinese traditional culture IP

Asia Australia Business College, Liaoning University

^* Corresponding author: 2524789909@qq.com

Abstract

In recent years, with the rise of modern culture and the integration of global culture, the development of traditional culture has been a great impact. In order to make more and more people be attracted by traditional culture, the development of commercialization of traditional culture IP has become an inevitable trend and necessary means, and the mining and operation of traditional culture IP has also become an important topic of traditional culture units. As one of the most important commercial elements of cultural brands, Chinese creative products. The success of cultural innovation plays an important role in the commercialization of cultural IP. With the rise of the popular play culture and the popularity of the blind box in recent years, some cultural and travel organizations have followed the trend and started to make use of the dividend of the blind box economy to create the traditional cultural and creative play blind box. Based on the discussion of the marketing concept of cultural and creative blind box, this paper will study the influence of the mode of “cultural and creative + blind box” on the commercialization process of traditional culture by analysing the development status and future prospects of the commercialization of traditional culture IP and the feasibility of the marketing model of “cultural and creative + blind box”.