Research on the Stimulating Points of IP Cross-domain Marketing to Consumers: A Case Study of the Genshin Impact
Heding Liang,
Yifei Sun,
Zhongxi Wen
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 co… Show more
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