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Virtual Transcendence: IP Image Construction to Build Dongguan into a "Trendy City"

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DOI: 10.23977/msom.2023.040101 | Downloads: 65 | Views: 761


Chenglong Zhu 1, Siyang Huang 1, Yawen He 1, Xujie An 1, Ying Li 1


1 Guangdong University of Science and Technology, Dongguan, Guangdong, 523000, China

Corresponding Author

Chenglong Zhu


With the advent of the consumer era and the rise of the new media industry, cultural and creative products have gradually become brilliant in the commodity market, and "IP" has gradually become a hot word. People have predicted the economic value of IP copyright early, and its market benefits are gradually reflected, which eventually becomes a practical commercial means. In the IP industry, the derivatives market occupies a very important position, and art toys and derivatives are mutually connected and independent. The development models based on IP are constantly emerging, among which the source development of image IP has relied on the film, comic and animation markets for many years, while "art toys" have gradually penetrated into the cultural industry in China with an independent image IP development model. It not only relies on rich stories, texts and other content, but also relies on an image IP as the source to occupy the consumer market.


IP, digital, trendy toys


Chenglong Zhu, Siyang Huang, Yawen He, Xujie An, Ying Li, Virtual Transcendence: IP Image Construction to Build Dongguan into a "Trendy City". Manufacturing and Service Operations Management (2023) Vol. 4: 1-6. DOI:


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