目的 针对流量经济时代“程式化”“泛化”的城市IP在城市文旅“现象级”消费市场中的广阔前景与支撑能力不匹配的设计现状，立足城市文化、城市故事，以及城市情感，探索“情感化”“场景化”“人格化”的城市IP叙事设计模式。方法 运用文献调研、田野调查等方法，梳理国内外城市IP设计及研究现状，阐明IP设计与叙事文本、叙事主题、叙事内容，以及叙事方法之间的逻辑关系，挖掘城市文化、城市故事、城市情感在城市IP设计中的深层内涵与作用。以“京城守护者”——“北京兔儿爷”个案为例，论证叙事设计在城市IP塑造中的优势与价值。结果 以叙事设计理论与方法，创建“情感化”“场景化”“人格化”的IP群体并结合当下虚拟现实、互动交互、场景体验等数字媒体网络技术，推进城市IP的“自我”更新。结论 通过对城市IP叙事设计研究，挖掘叙事设计理论在城市IP设计中的潜能，推动城市IP的市场化、商业化进程，助力城市IP产业发展。

Aiming at the design status of mismatch between the broad prospects and supporting capacity of "stylized" and "generalized" urban IP in the "phenomenal" consumer market of urban cultural tourism in the era of flow economy, the work aims to explore the "emotional, scene-oriented and personified" urban IP narrative design mode based on urban culture, urban story and urban emotion. Literature research, field research and other methods were used to sort out the urban IP design and the research status in China and abroad, clarify the logical relationship between IP design and narrative text, narrative theme, narrative content and narrative method, and explore the deep connotation and function of urban culture, urban story and urban emotion in urban IP design. With the case of Beijing Rabbit, the guardian of the capital, as an example, the advantages and value of narrative design in shaping urban IP were demonstrated. "Emotional, scene-oriented and personified" IP groups were created with narrative design theory and method, and digital media network technologies such as virtual reality, interactive interaction and scene experience were combined to promote the "self" renewal of urban IP. Through the study of urban IP narrative design, the potential of narrative design theory in urban IP design is explored, so as to promote the marketization and commercialization of urban IP and boost the development of urban IP industry.