Research on the Stimulating Points of IP Cross-domain Marketing to Consumers: A Case Study of the Genshin Impact

Abstract

In recent years, to obtain greater benefits, game companies are keen to make their game IP linkage. However, in reality, many game companies have not achieved ideal results after cross-domain marketing. This paper, from the perspective of consumers, uses the questionnaire survey method and takes the Genshin Impact IP as an example to explore the stimulating points of IP cross-domain marketing to consumers. The purpose is to give some suggestions to the companies affiliated with Genshin Impact and other game companies when they carry out linkage activities in the future. The results show that consumers participate in the linkage because they are attracted by the linkage game itself, linkage prizes, and linkage roles. According to the collected questionnaire samples, this paper also found that although the Genshin Impact has cross-border linkage with brands in many fields, people's participation is not high. In addition, only a few types of linkage, such as catering linkage, can obtain high participation. In this regard, this paper gives relevant suggestions: game companies should reduce the number of linkages and reduce the frequency of linkage; both parties should seriously treat each linkage activity; game companies should seriously consider the linkage objects; linkage brands and prices should be close to the lives of consumers.