Research on the IPization and Cross-Border Integration Mechanism of Zhejiang Canal Culture in the Digital Intelligence Era

本文以数智时代为背景，以浙江运河文化为例分析了文创品牌IP化的内涵与特征，阐述了浙江运河文化的资源禀赋与历史价值，并总结了浙江运河文化文创品牌IP化及跨界融合过程中的现状与挑战。在此基础上，提出了数智时代浙江运河文化文创品牌IP化的创新路径，包括核心内容重组、拓宽衍生市场和建立粉丝互动三个方面，在一定程度上为相关领域的研究和实践提供了参考。This article takes the digital intelligence era as the background and takes the Zhejiang Grand Canal culture as an example to analyze the connotation and characteristics of the IPization of cultural and creative brands in the digital intelligence era. It elaborates on the resource endowment and historical value of the Zhejiang Grand Canal culture and summarizes the current situation and challenges in the process of IPization and cross-border integration of the cultural and creative brands of the Zhejiang Grand Canal culture. On this basis, it proposes innovative paths for the IPization of the cultural and creative brands of the Zhejiang Grand Canal culture in the digital intelligence era, including the reorganization of core content, the expansion of derivative markets, and the establishment of fan interaction. To a certain extent, it provides a reference for research and practice in related fields.