Shenzhen Dongbu Culture - Research on Pricing Demand for Cultural IP Products
Company overview
Shenzhen Dongbu Culture Development Co., Ltd. (referred to as "Dongbu Culture Company") is a state-owned enterprise under Pingshan District, specializing in the development and operation of cultural and tourism industries. The company primarily engages in the development and operation of cultural parks, investment in cultural and related industries, R&D and brand marketing of cultural and tourism products. As a key force driving the integration of cultural industries in Pingshan District, Dongbu Culture Company is committed to closely aligning with local cultural resources to build a regionally distinctive "Dongbu Culture High Ground," leveraging culture as a vehicle to enhance regional brand influence and urban soft power.
Research background
In recent years, Dongbu Culture Company has developed a series of original IP and related cultural merchandise based on local Pingshan culture, and has implemented internal applications within certain district administrative units. However, the limited scope of administrative use has restricted the dissemination and commercial potential of these products, making it difficult to achieve sustainable market effects and cultural impact. To further promote the market-oriented implementation of IP products and achieve a win-win outcome between cultural dissemination and economic benefits, the company urgently needs to conduct research to comprehensively understand user acceptance and market demand, and optimize its product strategy and market approach.
Research scope
In October 2018, CEIDEA Research was commissioned by Shenzhen Dongbu Culture Development Co., Ltd. to conduct a specialized survey on its IP and cultural merchandise products. This study was conducted across three core dimensions: first, targeting administrative unit users, to understand their feedback and improvement suggestions regarding the functionality, design, and cultural communication effectiveness of existing IP products; second, targeting general consumers, to explore their preferences for using cultural merchandise, price tolerance, and cultural identification; third, visiting distribution channels to assess market potential, sales willingness, and potential cooperation conditions for Dongbu Culture IP products. The research combined questionnaire surveys and in-depth interviews to construct a comprehensive market perception map from multiple perspectives.
Expected outcomes
This study is expected to comprehensively grasp the acceptance and demand differences of Dongbu Culture's existing IP products among three target groups: administrative units, consumers, and distribution channels, and identify core barriers and opportunities in market promotion. The research findings will provide data support and strategic recommendations for the company in product pricing strategies, channel development, and product line expansion, helping to build a more market-valued and culturally influential cultural merchandise brand system, and achieving an efficient upgrade in the path from cultural expression to commercialization.
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