基于4I原则对网络IP改编剧的整合营销分析

发布时间：2018-04-18 16:39

本文选题：网络IP + 改编剧　；参考：《北京印刷学院》2017年硕士论文

【摘要】：自2014年开始,IP作为一个热门词汇冲击着国内影视圈,由此产生了一批爆款网络IP影视剧改编作品,也正是从那时起,IP在影视圈已不再是Internet Protocol(网络之间互联的协议)的含义,而成为具有内容延展性的IP。事实上,中国网络IP改编剧起源较早,但其发展因抄袭模仿、粗制滥造、题材受限、营销方式单一、传受互动不及时等问题,一直无法引起受众的规模化聚焦和资本的逐利性青睐。直到2014年,文创产业在“一剧两星”的政策影响,传统影视市场同质化和“互联网+”利好政策等多方逼视下,网络IP改编剧恰逢其时萌发出无限生机,成为国内影视文化发展的新增长极,并探索出新的营销手段,不断生发出新的网络营销特征,形成大量现象级的IP改编剧爆款。至此,网络IP改编剧站在提质增效、跨越式发展的风口,呈现出井喷之势。然而井喷之后的IP改编剧也并不是贴上IP的标签就能火热,市场上也出现了不少开发、推广不当以致被浪费的优质IP,需要业界在市场不断变动的情况下总结经验与教训,同时这也是文化创意产业需要不断践行的一个重大课题。本文紧扣时代发展脉搏,以管理学和传播学为基础对IP改编剧的营销进行跨文化研究,围绕文创产业中知识产权的开发和增值运作展开。通过对网络IP改编剧历程的追溯,研究现状、发展现状的梳理,探析当前网络IP改编剧中存在的营销方面的问题,试图以4I营销的营销传播策略服务于网络IP改编剧,问诊文创产业难题,努力将网络IP改编剧的研究推向深入。在研究中,以文献法、案例分析法、对比分析法和问卷调查法对中外IP改编剧的4I营销理论等方面进行梳理,明确和分析主要研究议题。结合中国IP改编剧的发展背景,探析网络IP改编剧的营销问题;分析网络IP改编剧4I的营销策略。基于这些分析获得的关于网络IP改编剧4I营销的总体把握,为网络IP改编剧的发展提出意见建议。
[Abstract]:Since 2014, IP has been a hot word in the domestic film and television circles, which has produced a batch of popular network IP film and television adaptation works. It is from then on that IP is no longer Internet protocol in film and television circles.And become the content of the ductility of IPs.In fact, China's network IP writers originated early, but their development was due to plagiarism, shoddy construction, subject matter limitation, single marketing methods, slow communication, and so on.Has been unable to cause the audience to focus on the scale and the interest of the capital favor.Until 2014, under the influence of the policy of "one drama and two stars", the homogeneity of the traditional film and television market and the favorable policy of "Internet", the network IP writers had sprouted an infinite vitality at the right time.It has become a new growth pole of domestic film and television culture development, and explored new marketing means, and constantly produced new network marketing features, forming a large number of phenomenon level IP modified popular style of screenwriters.At this point, network IP writers in the quality of efficiency, leapfrog development of tuyere, showing blowout trend.However, the IP writers after the well blowout are not hot enough to be labeled IP, and there have been many developments in the market, and the promotion of high-quality IPs that have not been properly developed and thus wasted requires the industry to sum up experience and lessons under the changing market conditions.At the same time, this is also a cultural and creative industry needs to continue to practice a major topic.Following the pulse of the times, this paper studies the marketing of IP writers on the basis of management and communication, focusing on the development and value-added operation of intellectual property in the literary creation industry.Through tracing back to the course of network IP writer reform, studying the present situation and developing present situation, analyzing the marketing problems existing in the current network IP writer, this paper tries to use the marketing communication strategy of 4i marketing to serve the network IP writer.Ask and diagnose the problem of text creation industry, and make great efforts to push the research of network IP writer to a deeper level.In the research, literature method, case analysis method, comparative analysis method and questionnaire method are used to sort out the 4i marketing theory of Chinese and foreign IP writers, and to clarify and analyze the main research topics.According to the development background of Chinese IP writers, this paper probes into the marketing problems of network IP writers, and analyzes the marketing strategies of network IP writers 4i.Based on the analysis of the overall grasp of network IP writer 4i marketing, suggestions for the development of network IP writers are put forward.
【学位授予单位】：北京印刷学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J943

【参考文献】