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　　在信息傳播碎片化的時代，短視頻憑借直觀生動、傳播迅速的特點，成為品牌 IP 建設的重要陣地。山東企業依托本地深厚的文化底蘊與產業特色，通過精準的內容策劃、鮮明的人設塑造和多元的傳播互動，能在短視頻平臺上構建獨特的品牌 IP，增強用戶認知與情感連接，實現品牌價值的持續沉淀。
　　In the era of fragmented information dissemination, short videos have become an important battlefield for brand IP construction due to their intuitive, vivid, and rapidly spreading characteristics. Shandong enterprises rely on the profound cultural heritage and industrial characteristics of the local area, and through precise content planning, distinctive character shaping, and diverse communication interactions, can build unique brand IPs on short video platforms, enhance user cognition and emotional connections, and achieve sustained accumulation of brand value.
　　精準定位內容方向，是打造品牌 IP 的基礎。山東品牌需從地域文化與產業優勢中挖掘差異化特質，避免內容同質化。文化類品牌可聚焦齊魯文化元素，如將儒家思想、泰山文化融入短視頻敘事，通過情景短劇展現 “誠信經營”“厚道魯商” 的品牌理念，或用鏡頭記錄非遺技藝（如濰坊風箏、淄博陶瓷）的制作過程，讓品牌 IP 與地域文化深度綁定。產業類品牌（如農產品、制造業）可突出 “山東制造” 的品質基因，農產品品牌可拍攝田間種植、采摘場景，展現 “生態種植”“原產地直供” 的特點，搭配方言解說增強親切感；制造業品牌則通過生產車間實拍，呈現精密加工、嚴格質檢的環節，傳遞 “工匠精神” 與 “品質可靠” 的形象。內容形式需適配平臺特性，抖音側重短平快的視覺沖擊（15-60 秒），適合產品亮點展示、趣味劇情；視頻號適合中長視頻（1-3 分鐘），可結合公眾號文章聯動傳播，深化內容深度；快手則注重 “接地氣” 的互動感，適合直播帶貨與用戶故事分享。
　　Accurately positioning the content direction is the foundation for building a brand IP. Shandong brands need to explore differentiated characteristics from regional culture and industrial advantages to avoid content homogenization. Cultural brands can focus on Qilu cultural elements, such as integrating Confucianism and Mount Taishan culture into short video narration, showing the brand concept of "honest operation" and "being honest with Shandong merchants" through short sitcoms, or recording the production process of intangible cultural heritage skills (such as Weifang kites and Zibo ceramics) with cameras, so that the brand IP can be deeply bound with regional culture. Industrial brands (such as agricultural products and manufacturing) can highlight the quality genes of "Made in Shandong". Agricultural product brands can capture scenes of planting and picking in the fields, showcasing the characteristics of "ecological planting" and "direct supply from the place of origin", and enhance the sense of familiarity with dialect explanations; Manufacturing brands present the process of precision machining and strict quality inspection through real-life photos in their production workshops, conveying the image of "craftsmanship spirit" and "reliable quality". The content form needs to adapt to the characteristics of the platform, and Tiktok focuses on short and smooth visual impact (15-60 seconds), suitable for product highlights and interesting plots; The video number is suitable for medium and long videos (1-3 minutes), which can be combined with the official account article to deepen the content depth; Kwai pays attention to the sense of interaction of "grounding", which is suitable for live broadcast with goods and user story sharing.
　　塑造鮮明人設，能讓品牌 IP 更具人格化魅力。人設需與品牌調性一致，形成記憶點。企業家 IP 是常見的塑造方向，山東企業家可展現務實、坦誠的特質，通過分享創業故事、行業見解拉近與用戶距離，如在短視頻中講解產品研發背后的細節，或參與公益活動（如助農直播），傳遞品牌的社會責任感。虛擬形象 IP 適合年輕消費群體，可設計融入山東元素的卡通形象（如戴斗笠的 “魯小匠”、持書卷的 “齊小賢”），通過動畫短片演繹品牌故事，或在直播中與用戶互動，增強趣味性與識別度。員工 IP 則能體現品牌的人文溫度，拍攝車間工人的日常工作（如精益求精的質檢員、熱心服務的客服），用真實場景展現團隊的專業與熱情，讓用戶感受到品牌背后的 “人情味”。人設塑造需保持一致性，避免前后形象矛盾，通過長期內容輸出強化用戶認知。
　　Creating a distinctive persona can make brand IP more personalized and charming. The character design should be consistent with the brand tone and form a memory point. Entrepreneurial IP is a common direction for shaping, and Shandong entrepreneurs can demonstrate pragmatic and candid traits by sharing entrepreneurial stories and industry insights to bring themselves closer to users. For example, they can explain the details behind product development in short videos or participate in public welfare activities (such as agricultural assistance live streaming) to convey their brand's sense of social responsibility. Virtual image IP is suitable for young consumer groups and can be designed with cartoon characters that incorporate Shandong elements (such as "Lu Xiaojiang" wearing a bamboo hat and "Qi Xiaoxian" holding a scroll). Brand stories can be interpreted through animated short films or interacted with users during live broadcasts to enhance interest and recognition. Employee IP can reflect the cultural warmth of the brand, capturing the daily work of workshop workers (such as quality inspectors who strive for excellence and customer service who are enthusiastic about service), showcasing the professionalism and enthusiasm of the team through real scenes, and allowing users to feel the "human touch" behind the brand. The shaping of character should maintain consistency, avoid image conflicts before and after, and strengthen user cognition through long-term content output.

　　強化傳播互動，是品牌 IP 破圈的關鍵。短視頻的傳播需兼顧平臺流量規則與用戶互動需求。利用熱點話題增強曝光，結合山東本地熱點（如文旅活動、節氣習俗）策劃內容，如在青島啤酒節期間發布品牌聯動視頻，或圍繞 “山東大集” 等話題創作內容，借助熱點流量擴大品牌 IP 的觸達范圍?；釉O計能提升用戶參與感，發起話題挑戰（如 “我的家鄉好物”“山東味道挑戰賽”），鼓勵用戶拍攝相關內容并 @品牌賬號，優秀作品可獲得品牌禮品，形成 UGC（用戶生成內容）傳播；直播互動中設置問答、抽獎環節，解答用戶對產品的疑問，同時收集用戶反饋優化內容方向?？缃缏搫幽茇S富品牌 IP 的內涵，山東品牌可與本地文旅、非遺項目合作，如食品品牌與阿膠非遺傳承人聯合直播，制造業品牌與研學機構合作拍攝 “工業旅游” 短視頻，通過資源互補擴大影響力，讓品牌 IP 滲透到更多場景。
　　Strengthening communication and interaction is the key to breaking the circle of brand IP. The dissemination of short videos needs to balance platform traffic rules and user interaction needs. Utilize hot topics to enhance exposure, and plan content based on local hot topics in Shandong (such as cultural and tourism activities, seasonal customs), such as releasing brand linkage videos during the Qingdao Beer Festival, or creating content around topics such as "Shandong Daji", to expand the reach of brand IP with the help of hot traffic. Interactive design can enhance user engagement, initiate topic challenges (such as "Good Things from My Hometown" and "Shandong Taste Challenge"), encourage users to shoot related content and @ brand accounts, and excellent works can receive brand gifts, forming UGC (User Generated Content) dissemination; Set up Q&A and lottery sessions in live interaction to answer users' questions about the product, while collecting user feedback to optimize content direction. Cross border linkage can enrich the connotation of brand IP. Shandong brands can cooperate with local cultural tourism and intangible cultural heritage projects. For example, food brands and inheritors of ass hide glue intangible cultural heritage can be broadcast live, and manufacturing brands and research institutions can cooperate to shoot short videos of "industrial tourism" to expand their influence through resource complementation, so that brand IP can penetrate into more scenes.
　　長效運營與價值轉化，保障品牌 IP 的持續生命力。品牌 IP 建設非短期行為，需建立內容矩陣與更新機制，定期發布短視頻（如每周 3-4 條），保持用戶活躍度；同時分析數據（播放量、完播率、互動率），優化內容方向，如發現用戶對 “產品溯源” 內容興趣高，則增加相關選題的比重。將 IP 影響力轉化為品牌價值，通過短視頻引導用戶關注私域流量（如社群、小程序），發布專屬優惠或定制服務，增強用戶粘性；線下活動與線上 IP 聯動，如舉辦 “品牌 IP 見面會”“工廠開放日”，讓短視頻粉絲轉化為線下消費者，形成 “線上種草 - 線下轉化” 的閉環。此外，需注重 IP 資產的保護，及時注冊品牌商標、卡通形象版權，避免被侵權冒用，確保品牌 IP 的獨特性與合法性。
　　Long term operation and value transformation ensure the sustained vitality of brand IP. Brand IP construction is not a short-term behavior, and it is necessary to establish a content matrix and update mechanism, regularly release short videos (such as 3-4 per week), and maintain user activity; Simultaneously analyze data (view count, completion rate, interaction rate), optimize content direction, and increase the proportion of related topics if it is found that users have a high interest in "product traceability" content. Transforming IP influence into brand value, guiding users to pay attention to private domain traffic (such as communities and mini programs) through short videos, publishing exclusive discounts or customized services, and enhancing user stickiness; Offline activities are linked with online IP, such as holding "brand IP meet and greet events" and "factory open days" to convert short video fans into offline consumers, forming a closed loop of "online seeding offline conversion". In addition, it is necessary to pay attention to the protection of IP assets, register brand trademarks and cartoon image copyrights in a timely manner, avoid infringement and misuse, and ensure the uniqueness and legality of brand IP.

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