文| 三川汇文化科技“IP打造”到底是造故事,还是造符号?迪士尼用恢弘叙事让你为角色命运买单,泡泡玛特却凭“无故事”形象让Z世代疯狂投射自我情感。本文深度拆解“故事派”与“形象派”两大IP赛道:剖析迪士尼如何用世界观沉浸感筑起情感高墙,揭秘泡泡玛特如何靠情绪容器引爆社交货币。从生命周期、商业逻辑到用户心理,一张对比表看清两者核心差异与致命弱点。最终揭示:伟大IP的终点,终将指向情感连接——无论起点...
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