SIVA理论视角下故宫文创IP传播策略研究
Research on Communication Strategy of Cultural and Creative IP in the Palace Museum from the Perspective of SIVA Theory

本文以SIVA传播理论为基础，以北京故宫博物院文创IP为研究对象，结合互联网时代的传播特点，了解其在受众需求、传播内容、情感价值、传播渠道四个方面的传播策略，旨在总结经验，为理解和推动传统文化的现代化传播提供新的视角，助力传统文化IP化发展。
Based on the SIVA communication theory, this paper takes the cultural and creative IP of Beijing Palace Museum as the research object, and combines the communication characteristics of the Internet era to understand its communication strategies in four aspects: audience demand, communication content, emotional value and communication channels, aiming at summing up experience. It provides a new perspective for understanding and promoting the modern dissemination of traditional culture, and helps the IP development of traditional culture.