文化产业中的跨界营销策略分析——以《黑神话：悟空》为例
Analysis of Cross-Border Marketing Strategies in the Cultural Industry—Taking “Dark Myth: Wu Kong” as an Example

国产3A游戏大作《黑神话：悟空》不仅在国内外游戏市场中取得巨大成功，将中国制造带入国际游戏市场，同时通过IP联动、文创产品和文旅协同带动国内外市场的文化新热潮。《黑神话：悟空》的成功离不开跨界营销策略，通过RPG游戏和我国四大名著之一的《西游记》产品跨界，扬长避短。通过现代新兴科技和中国古代经典的文化跨界满足新兴消费群体的新奇需求。而游戏市场和旅游市场的渠道跨界则扩大各自用户群体，实现双赢。通过分析《黑神话：悟空》中的三重跨界营销策略，不仅有利于游戏市场的开拓，同时还为实施文化产业数字化策略、增强文化自信提供现实可行的新典范。
The domestic 3A game masterpiece “Black Myth: Wu Kong” not only achieved great success in both domestic and international gaming markets, bringing Made in China into the international game market, but also drove a new cultural trend in the domestic market by leveraging IP synergy, cultural and creative products, and tourism cooperation. The success of “Black Myth: Wu Kong” is inseparable from its cross-industry marketing strategy. By leveraging the popularity of RPG games and one of China’s Four Great Classical Novels, “Journey to the West”, and combining their strengths and weaknesses, we can satisfy the novel and unique needs of emerging consumer groups through the cross-border integration of modern cutting-edge technology and ancient Chinese classic culture. Meanwhile, the cross-border integration of channels between the gaming market and the tourism market can expand the user base of both markets and achieve a win-win situation. By analyzing the three-dimensional cross-industry marketing strategy in “Black Myth: Wu Kong”, not only can the game market be expanded, but also a new and practical model for enhancing cultural confidence can be provided.