【摘要】 动漫IP形象开发以其受众年轻化、传播渠道丰富、衍生能力强等优势，推动了传统文化的传承和发展。目前，我国现有牡丹动漫IP形象普遍存在定位模糊、角色形象严重同质化等问题。为促进牡丹文化传播，进而为讲好“黄河故事”提供可参考的思路，应通过文化主题、形象定位、形象识别等方面的创新，设计新的“牡丹传说”动漫IP形象。更多还原

【Abstract】 The development of animated IP characters, with advantages such as a youthful audience, diverse communication channels, and strong derivative capabilities, has propelled the inheritance and development of traditional culture. Currently, existing peony animated IP characters in China generally suffer from problems like vague positioning and severe homogenization of character images. To promote the dissemination of peony culture and provide a reference for telling the “Yellow River Stories”, innovation should be applied in refining cultural themes、 character positioning and character identification for the design of “Peony Legend” animated IP characters.更多还原