Transcultural Commercialization Pathways of Narrative-Embedded Intellectual Property: A Sino-US Comparative Case Study Based on the 4P Marketing Mix

DOI

10.2991/978-2-38476-609-3_8How to use a DOI?

Keywords

Narrative-Embedded Intellectual Property; 4P Marketing Mix; Cultural Discount

Abstract

Against the background of digital globalization and cultural consumption upgrading, the cross-cultural commercial monetization of intellectual property rights has become the core stage of global cultural industry competition. Existing research mainly focuses on the cultural discount phenomenon or isolated IP marketing strategies, and lacks a systematic analysis of the profit path and marketing strategy of narrative-driven IP. This study examines two narrative-driven Intellectual Properties (IPs) that have demonstrated significant cross-cultural commercial viability: China’s Douluo Continent and the United States’ Marvel Cinematic Universe, establishing a comparative framework between Eastern and Western models. The research results reveal the obvious differences in the 4P marketing theory in various dimensions. First of all, Douluo Continent has adopted the model of “ecological evolution and flexible outreache”. Its products mainly rely on the multimedia dissemination of online novel content and its derivative products. Pricing is based on the content experience on different platforms. The sales channel adopts the cooperation model of “borrowing a boat to go to sea”, and the promotion strategy emphasizes the participation of fans. On the contrary, the Marvel Cinematic Universe is a model of “industrial production and saturation marketing” model.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Kexin Du
PY  - 2026
DA  - 2026/09/04
TI  - Transcultural Commercialization Pathways of Narrative-Embedded Intellectual Property: A Sino-US Comparative Case Study Based on the 4P Marketing Mix
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 69
EP  - 79
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_8
DO  - 10.2991/978-2-38476-609-3_8
ID  - Du2026
ER  -