IP Research on City Brand Competitiveness-Take "Sanxingdui" Cultural Innovation as an Example

Abstract

Under the background of the Internet era, with the continuous development of social economy and culture, to create and maintain the brand in today's highly competitive market environment is more important, a city to create and have its own city brand, to improve their traffic, attract more resources and talents, to create more benefits for itself. The mutual penetration of cultural and creative industry development and social and economic development, with culture gradually distributed in various industries, makes it become a productive force to promote social development. Cultural and creative IP products come into being under the background of The Times and become a new hot spot of consumption. Therefore, how to enhance the competitiveness of city brand through regional historical cultural and creative IP is a problem of research value. As the recent "hot spot" of the Internet, Sanxingdui cultural and creative IP products and their local Guanghan city have a certain representative and research significance.