Research on the Construction of Urban Cultural IP: Analysis of the Innovative Mechanism of Urban IP Narrative and Traffic Empowerment

Abstract

In the process of urban cultural communication, the integration of traffic economy and digital media has become an inevitable trend, and urban IP has gradually evolved from the original visual symbol to the narrative level, focusing on content production, value conversion, public participation and other aspects.In this study, the cultural IP of Jingmen City is taken as the research object, and theories such as semiotics, narratology and brand communication are introduced, and Combining literature research, case analysis and field investigation are carried out to deeply analyze the narrative practice of Jingmen City.The research has found that Jingmen has resources such as Qujialing Site, Guodian Chu Slips and Xianling Mausoleum. It has already established an IP development foundation that combines tourism, industry and new media dissemination. However, there are also many problems, such as the same narrative content, low efficiency of traffic conversion, and low brand value.In order to solve the problem of how to allocate attention in the process of urban narrative, this paper puts forward four core mechanisms, including value accumulation and traffic conversion, and builds a “traffic empowerment-narrative innovation” model, so as to form a closed loop.