基于产业链理论的媒体IP开发对策研究

发布时间：2018-04-10 04:08

本文选题：产业链　切入点：媒体　出处：《浙江传媒学院》2017年硕士论文

【摘要】：本研究首先在IP开发兴起的背景下,找到IP开发兴起的原因以及分析当前国内媒体IP开发的现状,有成效也有问题,接着针对找到的问题提出了相应的对策。目前IP开发是在泛娱环境大好,国家政策支持,行业巨头其表率作用又加剧了竞争,版权意识逐渐增强等等的背景下产生的。国外IP开发起步较早,已经形成了比较稳定的开发模式,并且也经受住了市场的检验,比如:迪士尼模式、好莱坞模式、漫威模式等,对我国有一定的借鉴意义。但是国内外媒体目前对于IP的开发依旧存在不少共性问题。运用产业链的内涵链理论对存在的问题进行相应的归纳:上游的IP孵化、培育问题,原创性不足,同质化严重,缺少优质IP,版权保护意识差;中游的改编对接难,知识不易整合,囤积大量IP,企业改编开发能力欠缺;下游的衍生品难融合,产品矩阵未形成等。因此,针对存在的问题,运用产业链的整合理论分析,本文重点研究IP开发的对策,提出两大解决方法:一是建立优质IP筛选模型;二是建立全版权全产业链多维网状开发模式。优质IP筛选六力模型包括内容表达、艺术呈现、经济效益、社会效益、影响力以及消费力六个因素,由此建立起的模型可以为媒体IP开发提供参考依据。另外,在现有IP开发模式的基础上,构建了一个全版权全产业链网状多维开发模式,对产业链上中下游进行了合理的整合,为我国媒体IP开发带来新生命。按照产业链上中下游的结构,各个环节都有相应的解决措施,包括鼓励原创,加强版权保护,规范IP交易,提高企业的综合能力,转变经营模式和盈利模式,设立IP开发团队,建立运营体系,加强衍生品的融合和品牌矩阵的构建等。
[Abstract]:Under the background of IP development, this research firstly finds out the reason of IP development and analyzes the current situation of domestic media IP development, which is effective and problematic. Then, the corresponding countermeasures are put forward to solve the problems.At present, IP development is produced under the background of excellent environment of pan-entertainment, national policy support, the role of the industry magnate in intensifying the competition, and the increasing awareness of copyright and so on.Foreign IP development started earlier, has formed a relatively stable development model, and has also stood the test of the market, such as: Disney mode, Hollywood model, Marvel model and so on, which has certain reference significance to our country.However, there are still many common problems in the development of IP at home and abroad.Using the connotation chain theory of industry chain, we can conclude the existing problems: the IP incubation, cultivation, originality, homogeneity, lack of high quality IPs, poor copyright protection consciousness in the upper reaches, difficult adaptation and docking in the middle reaches,Knowledge is not easy to integrate, hoarding a large number of IPs, lack of enterprise adaptation and development capacity; downstream derivatives are difficult to merge, product matrix has not been formed.Therefore, in view of the existing problems, using the integration theory analysis of industrial chain, this paper focuses on the IP development countermeasures, and puts forward two solutions: first, to establish a high-quality IP screening model;Second, the establishment of all-copyright all-industry chain multi-dimensional network development model.High quality IP screening model includes six factors: content expression, art presentation, economic benefit, social benefit, influence and consumption power. The model can provide reference for media IP development.In addition, on the basis of the existing IP development model, a multi-dimensional development model of the whole copyright industry chain is constructed, which integrates the upper and lower reaches of the industrial chain reasonably and brings new life to the development of media IP in our country.According to the structure of the upper and lower reaches of the industrial chain, each link has corresponding solutions, including encouraging originality, strengthening copyright protection, standardizing IP transactions, improving the comprehensive ability of enterprises, changing business models and profit models, and setting up IP development teams.Establish operational system, strengthen the integration of derivatives and brand matrix construction.
【学位授予单位】：浙江传媒学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206-F

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