Modern Economics & Management Forum

With higher visual expressiveness and interactivity, IP characters have been an important form of corporate marketing thanks to the rapid evolution of digital media technology. They have been an important part of brand communication, user engagement increase and market differentiation with digital media technology. Nevertheless, enterprise still faces challenges of homogenization of imagination, engineering realization difficulties, lack of user's emotional engagement in application. In this paper, based on discussing some technical elements of digital media art, the research contents the essential value of IP characters applied in marketing, and explored the essence of existing practice from the perspective of main contradiction, puts forward a specific optimization suggestions, hoping to provide enterprises with some theory basis and a series of practical guidance on developing IP characters applied in digital marketing.