1、 Overview of brand IP
IP is the abbreviation of "intellectualproperty", which originally means "knowledge (property) ownership" or "intellectual (property) ownership", also known as intellectual achievement right. Under the operation of commercial capital, any content and anything can become IP, which is extended to "cultural industry products that can be developed in multiple dimensions", such as comics, online celebrities, cities, museums, and abstractions such as culture and art. IP is the advanced stage of brand evolution. When a brand shapes a distinctive personality for itself, continues to have valuable interaction with users through content, and wins the love and popularity of more users, the brand realizes IP. Brand IP can realize the value and cultural coverage of the brand in all directions, all processes and all fields, and can also radiate and spread across forms, times and industries. For enterprises, they can IP their brands according to their own characteristics, and their ultimate goal is to serve the development of enterprises.
2、 Cultural construction of state-owned enterprises
（1） The necessity of cultural construction in state-owned enterprises
Culture makes the country prosperous and the nation strong. The report of the 18th CPC National Congress pointed out that "culture is the blood of the nation and the spiritual home of the people. To build a moderately prosperous society in an all-round way and realize the great rejuvenation of the Chinese nation, we must promote the great development and prosperity of socialist culture, rise a new upsurge of socialist cultural construction, and improve the country's cultural soft power."
As an important support of the national economy, the corporate culture of state-owned enterprises is an important part of the socialist cultural system. If state-owned enterprises want to become stronger and bigger, they must integrate enterprise culture into the operation and management of state-owned enterprises as a soft power that can not be ignored, so as to comprehensively improve the comprehensive competitiveness of enterprises, promote the sustained, rapid, coordinated and healthy development of state-owned enterprises, and develop and expand state-owned enterprises.
（2） The relationship between state-owned enterprise culture and brand IP
State owned enterprises are the important material basis of socialism with Chinese characteristics, which directly affect the construction and development of the country. Attaching importance to political responsibility, social responsibility and a sense of righteousness is a major feature of the corporate culture of state-owned enterprises. Corporate culture is a kind of cultural atmosphere, spiritual strength and business realm condensed and accumulated in the long-term operation and development practice of an enterprise. It is a behavior and code recognized and observed by all employees. Practice shows that excellent corporate culture can nourish corporate brands with rich connotation and tenacious vitality. Throughout the brand development process of apple, Mobil, Coca Cola and other international enterprises, all of them are rooted in their excellent and unique corporate culture.
The industries of traditional state-owned enterprises are generally concentrated in important industries and key fields related to national security and the national economy and people's livelihood. In addition, most of the customers of traditional state-owned enterprises are government, enterprises, institutions and other tob end, so the market pressure is relatively small, and the demand for brand construction is weak. Most private enterprises face the TOC end, such as consumers, the market, fierce competition, and the urgent need for brand development. Brand IP has become the main path for many private enterprises to open up markets and upgrade brands, such as Tencent's Penguin image, Xinghe group's lion, jd.com's jd.com dog, etc. With the continuous development of China's socialist market economy, the continuous segmentation of market areas, and the continuous deepening of the reform of state-owned enterprises in recent years, traditional state-owned enterprises also need to face the competition directly, and the importance and urgency of brand building have become increasingly prominent. China Railway Group, Oct, China Southern Power Grid, Shenzhen energy, Shenzhen Metro and other state-owned enterprises dig deep into brand characteristics, innovate, improve brand recognition and connotation, and enhance the comprehensive competitiveness of enterprises by creating cultural and creative products, creating enterprise virtual image and other brand IP roads.
3、 The effect of brand IP on the cultural construction of state-owned enterprises
（1） Enrich the form and connotation of the cultural construction of state-owned enterprises
In the process of cultural construction, state-owned enterprises can use brand IP as the starting point of corporate culture construction, innovate from multiple dimensions, and even surpass the soil category of enterprise, break the thinking limitations that often appear in the construction of corporate culture, and make the construction of corporate culture more innovative and personalized.
For example, focusing on the aviation equipment brand developed by AVIC, AVIC has established aviation theme pavilions to display the j-20, yun-20, zhi-20 and other aviation equipment, and developed the j-20 deformed aircraft armor, aircraft pedigree table mats and other cultural and creative products, so as to shape the enterprise brand into a cultural symbol of China's scientific and technological innovation, disseminate China's aviation spirit and culture, and plant the seeds of "rejuvenating the country through science and technology, self-improvement and self-confidence" in the hearts of Chinese people.
（2） Enhance employees' sense of belonging and identity to the enterprise
Based on the corporate identity system, brand IP can be displayed more flexibly in the form that employees like to see and hear, so as to enhance employees' sense of belonging and identity to the enterprise. For example, create a brand IP image for the main body around the enterprise's products / equipment / exhibition halls / workshops / activities, and endow its personality characteristics by mining the implied connotation, so as to realize the transmission of corporate culture through IP image and form brand influence. At the same time, the enterprise values, mission and vision carried by IP image are easier to be accepted and recognized by employees.
The app logo of Tencent QQ, a social application, is a "Penguin" image. For more than 20 years, Tencent's Penguin image has been deeply rooted in the hearts of the people. Tencent has also been nicknamed geese factory by netizens. In its 21st anniversary advertisement, Tencent also portrays itself as a doll factory specializing in producing penguins. The former employees also established the "Antarctic Circle" and "solo Penguin club", and were proud to have been a member of the goose factory, which fully showed that the cultural value of this "Penguin" IP image resonated widely with all employees, was widely recognized, and formed a strong emotional connection.
（3） Become the emotional link between the enterprise and the market
Brand IP can not only accurately reflect the specific brand characteristics of enterprises, but also expand the extension of corporate culture. The personalized characteristics in brand IP and the natural sense of closeness in its form of existence. In the process of market expansion of state-owned enterprises, it weakens the stereotype of the market on traditional state-owned enterprises, shortens the distance between the two sides, and becomes the emotional bond of interaction between the two sides, so as to improve the market identification and cognitive evaluation of enterprises, Form and strengthen a positive corporate impression.
The Palace Museum refines and integrates the "cat of the Palace Museum" with the traditional elements in the cultural relics of the Palace Museum. In a gorgeous, elegant, or fashionable style, it creates a series of "grounded" cultural and creative products, such as the "luggage tag for the purpose of travel" and the "man like me" folding fan. It conveys the 600 year history, culture, and art of the Palace Museum to consumers in an easy to understand and practical form and integrates them into contemporary life, It is worthy of reference for traditional state-owned enterprises.
4、 Strategies of brand IP to promote the cultural construction of state-owned enterprises
（1） Integration of brand IP and enterprise characteristics
The most intuitive way of state-owned enterprise brand IP is to create a characteristic brand IP image. State owned enterprises can refine and sublimate according to the characteristics of the industry in which they are located and the outstanding characteristics of enterprise management, quality safety, technological innovation and other aspects, and create a brand IP image system through modern design language. At the same time, professional teams are configured to continuously output brand IP content, maintain continuous interaction with the market and audience, and maintain its vitality and popularity. For example, the brand IP image of "Shenneng baby" created by Shenzhen Energy Group takes enhancing the soft power of the enterprise as the creative background. In the overall design, the main color is orange, which is the standard color of the enterprise; The design with green leaves on the head symbolizes the concept of green, low-carbon and clean development of the enterprise, and has the characteristics of the green energy and environmental protection industry at the same time; The logo on the chest indicates the main body of the design, highlights the corporate logo and improves the degree of identification; The overall image is soft and cute, with a sudden sense of closeness, which shortens the distance with the audience, so that the image of state-owned enterprises is no longer "high above and out of reach", but "kind and cute, green and environmental protection".
（2） Integration of brand IP and corporate image system
As an important material and political foundation of socialism with Chinese characteristics, state-owned enterprises can integrate brand IP around the implementation process of corporate political responsibility, social responsibility, corporate culture, values and other corporate image strategies, so as to achieve the public's understanding and support of state-owned enterprise culture. The "Shenneng baby" brand IP image created by Shenzhen Energy Group is extended by the business operation of the enterprise. The "Shenneng baby" brand IP image is not only built into the brand IP of the enterprise itself, but also the "image spokesperson" of Shenzhen garbage disposal and Shenzhen waste free city construction projects. Around different themes and scenes, it has developed cultural and creative products including wechat expression packs, popular science animations, foldout manuals and so on, It has become a concrete and vivid practice of the enterprise concept of "responsible pilotage and green development".
（3） Integration of brand IP and theme education activities
State owned enterprises can also combine brand IP with various thematic education activities such as party building education activities, work safety activities, and clean government education to innovate and enrich the form and connotation of corporate culture construction. For example, in carrying out party member themed education activities, state-owned enterprises can take the enterprise brand IP as a part of their employees, focus on the theme of the 100th anniversary of the founding of the party, the spirit of the Long March, the spirit of Yan'an, the spirit of Jinggangshan and other cultural spirits, combined with the scene of learning party history, improve the ideological awareness of employees, encourage state-owned enterprise employees to better devote themselves to work, and effectively encourage state-owned enterprise employees to enhance their sense of responsibility and mission.
（4） Cross border linkage between brand IP and high-quality brands
The radiation ability of a brand is one of the important indicators to measure its influence. At the initial stage of brand IP construction, state-owned enterprises often cannot obtain fission communication effect due to low market recognition. While exploring the characteristics of enterprises, state-owned enterprises cooperate with current well-known brands to realize the cross-border "out of the circle" of enterprise brand culture. For example, the cultural and creative products such as "Beijing Zhangjiakou Railway Commemorative Plate", "Beijing Zhangjiakou Railway canvas bag" and "Beijing Zhangjiakou Railway commemorative ink" designed and produced by China Railway Group using the gravel used to build the track bed of Beijing Zhangjiakou Railway are used to commemorate the first trunk railway independently built by the Chinese people, so as to witness the vicissitudes of China's railway for a century. Using its unique subway space, Shenzhen Metro, together with Milan International Institute of fashion design and Shenzhen original design fashion week, held the "Shenzhen subway cultural and creative fashion festival", building Shenzhen subway space into a community integrating fashion, culture and art, which was praised by the general public, shared and spread, and realized the composite communication of the brand.
5、 Conclusion
To sum up, there is a close relationship between state-owned enterprise culture and brand IP, and brand IP plays an important role in the construction of state-owned enterprise culture. This paper refines and summarizes the four construction strategies of brand IP image and corporate characteristics, corporate image system, combination with theme education activities, and cross-border cooperation with high-quality brand resources, so as to provide reference for state-owned enterprises to enhance the construction of corporate culture with the help of brand IP.