腾讯实行“IP”全版权开发的相关研究

发布时间：2018-04-14 03:12

本文选题：腾讯 + IP　；参考：《上海社会科学院》2017年硕士论文

【摘要】：无论从国际还是国内看,针对"IP"的开发都处在蓬勃发展的阶段,国内方面,以"IP"为核心的产业链正在形成,大量的企业和资本纷纷入局,尤其是以腾讯、阿里巴巴为主的互联网企业;国外方面,通过几十年的运作,已经形成了较为稳定的市场竞争格局,出现了一批代表性的企业,探索出一套较为系统成熟的开发模式和机制。随着知识权利认识的深化,以及对商业价值的挖掘,版权开发开始朝着"全版权"开发的方向演进。本文旨在探讨腾讯实行"IP"全版权开发的相关实践,试图通过对腾讯的案例分析,为其他市场参与方提供一定的借鉴和经验,规避可能存在的市场、法律等风险。本文共分四章,绪论部分,分别介绍了 IP的概念、属性以及组织构成,以及全版权开发的概念和海外运作方式,给全文的论证作出铺垫;第一章,本章从腾讯的业务架构入手,介绍腾讯IP全版权开发所采取的战略——泛娱乐战略的基本情况,进而对腾讯IP全版权开发的现状和外部环境进行分析。其中,现状方面从内部入手,分析腾讯文学、影视、动漫、游戏四大业务平台的建设情况,环境方面则从外部入手,突出介绍腾讯面临的机遇与挑战;第二章,本章从"资源获取"和"衍生开发"两个维度,分析腾讯全版权开发模式的构成要素,总结出腾讯IP全版权开发的三种模式,并对这三种开发模式的分别进行SWOT分析和开发策略分析;第三章,本章介绍腾讯在IP全版权开发中存在的问题,包括IP资源获取方式的弊端、内容经典性缺乏、媒介端运作不足、多点变现能力不足、企业品牌运作以及国际化程度不足等,而后从正反两方面分析腾讯所给的启示;第四章,本章为IP全版权开发提出了一些建议,包括相关规划及政策的制定、全版权开发资源要素交易服务平台的建设、企业准入、商业生态、企业资源配置能力、制作流程、风险分散和产品监督等,为文化市场其他企业提供参考。
[Abstract]:Both internationally and domestically, the development of "IP" is in a stage of vigorous development. In the domestic aspect, the industrial chain with "IP" as the core is forming, and a large number of enterprises and capital have entered the bureau, especially Tencent.Alibaba is the main Internet enterprise; abroad, through decades of operation, has formed a more stable market competition pattern, appeared a number of representative enterprises, and explored a more systematic and mature development model and mechanism.With the deepening of knowledge rights and the mining of commercial value, copyright development has begun to evolve towards the direction of "all copyright" development.The purpose of this paper is to discuss the relevant practice of implementing "IP" all-copyright development in Tencent, and try to provide some reference and experience for other market participants by analyzing the case of Tencent, and to avoid the possible risks such as market, law and so on.This paper is divided into four chapters, the introduction part, respectively introduced the concept of IP, attributes and organizational structure, as well as the concept of full-copyright development and overseas operations, to provide a basis for the full text of the argument.This chapter starts with Tencent's business structure, introduces the basic situation of Tencent's IP all-copyright development strategy-pan-entertainment strategy, and then analyzes the current situation and external environment of Tencent's IP all-copyright development.Among them, the current situation from the internal, analysis of Tencent literature, film and television, animation, game four business platform construction, environmental aspects from the external, highlighted Tencent faces the opportunities and challenges; chapter two,From the two dimensions of "resource acquisition" and "derivative development", this chapter analyzes the constituent elements of Tencent's all-copyright development model, and summarizes the three models of Tencent's IP all-copyright development.The third chapter introduces the problems existing in the IP copyright development of Tencent, including the disadvantages of IP resource acquisition, the lack of classical content.The medium end operation is insufficient, the multi-point realization ability is insufficient, the enterprise brand operation and the internationalization degree is insufficient, and then analyzes the enlightenment that Tencent gives from the positive and negative aspects. Chapter four, this chapter puts forward some suggestions for the IP all-copyright development.Including related planning and policy formulation, the construction of full-copyright development resource element trading service platform, enterprise access, business ecology, enterprise resource allocation ability, production process, risk dispersion and product supervision, etc.To provide reference for other enterprises in the cultural market.
【学位授予单位】：上海社会科学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49

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