The Operation Logic of Constructing China's National Original IP to Empower the Peripheral Design of Game Brands: Based on the Case Investigation of Mihoyo

Abstract

Game original IP, especially China's national original IP, has become a new momentum in the game industry, and with the attention of game companies to IP cultivation, the IP derivatives market has also developed accordingly. The construction of game brand's national original IP and the application of construction results are two important stages to realize the design of China's national original IP-empowered brand peripheral products, and the summary and analysis of a set of thinking models will intuitively show the operational logic of empowerment, which will help the original innovative dissemination of Chinese traditional culture through interactive media works such as games, and guide the smooth promotion of brand IP marketing. This paper uses a case study of Genshin Impact IP under Mihoyo brand, summarizes the thinking model according to the topic of this paper by progressively studying the IP construction logic and the application mode of IP empowerment peripheral products after construction, sorts out the IP architecture and the general theoretical logic of each stage of the task, summarizes the core "carrier + concept" of national original IP construction, and discusses in detail the thinking factors and methodologies of national original IP construction in the main work IP stage, derivative IP stage, and peripheral product service stage.