星座文化IP的传播策略与变现模式研究
Research on the Communication Strategy and Realization Mode of Constellation Culture IP

传统星相学经过国内的本土化发展和受到网络传播特点和消费主义文化的双重影响，摇身一变，成为年轻人所热衷和追捧的星座文化。“同道大叔”作为星座娱乐文化传播领域的头部领袖，以星座文化为内核，顺应互联网发展之势，率先实现自身品牌化发展，升级成为具有特色的星座娱乐超级IP。本文以“同道大叔”作为研究对象，在确认其属性、缕清其发展脉络的基础上对其传播策略和商业变现模式进行分析阐述，并结合当下互联网环境和IP产业发展对其现状进行剖析，找出不足，并从内容、受众、变现效率三个角度为其实现可持续发展提出现实性建议，也为诸多在此道路上想要获取进一步发展的自媒体提供借鉴和参考。
Traditional astrology, after localized development in China and influenced by both the characteristics of online communication and the culture of consumerism, has become a horoscope culture that young people are keen on and sought after. As the head leader in the field of horoscope entertainment culture communication, “Tongdao Dashu” takes horoscope culture as its core, takes the lead in its own brand development in response to the development of Internet, and upgrades into a super IP with characteristics of horoscope entertainment. Taking “Tongdao Dashu” as the research object, this paper analyzes and expounds its communication strategy and business realization mode on the basis of confirming its attributes and clarifying its development context, analyzes its current situation in the light of the current Internet environment and IP industry development, finds out its shortcomings, makes realistic suggestions for its sustainable development from three perspectives: content, audience, and realization efficiency, and also provides a reference for many self-publishers who want to obtain further development on this road.