泛娱乐时代我国影视产业IP策略研究.docVIP

泛娱乐时代我国影视产业IP策略研究 摘要 2014年，影视市场IP爆发，影视IP不断刷新行业纪录，现象级电影电视剧层出不穷，互联网三大巨头BAT纷纷布局以IP为核心的“泛娱乐”发展战略。在这种背景下，各大影视公司争相开发影视IP，抢购IP版权，市场规模迅速扩大，影视IP产业链显露雏形。本文以产业链理论为基础，关注影视IP打造过程中，企业间分工协作的产业间紧密关系，站在影视IP的角度，将影视产业链分解为上游版权市场，中游影视公司运营IP，下游IP衍生品市场三个环节市场，自上而下梳理了打造影视IP的流程。同时，本文对比中美IP市场的内容运营模式，吸取和借鉴美国的优秀经验，为国内影视产业中IP开发策略提出建议，呼吁国内影视产业以内容为核心，关注优质内容的开发与培育，寻找有潜力的价值IP，同时不要忽略下游市场衍生品开发市场的巨大潜力。 关键字：产业链；IP；影视市场；泛娱乐 Abstract In 2014, IP broke out in the film and television market, constantly breaking industry records. Phenomenal films and TV series emerged one after another, and the three giants BAT all laid out the pan-entertainment development strategy with IP as the core. In this context, major film and television companies scramble to develop film and television IP, snap up IP copyright, the market scale rapidly expanded, film and television IP industrial chain appeared embryonic form. In this paper, based on the theory of the industrial chain, pay attention to the film and television IP building process, the collaboration between enterprises of the close relationship between industry, to stand in the Angle of the film and television IP, the hydrolysis of film and television industry chain to upstream copyright market, middle film and television company IP, IP downstream derivatives market market, in three stages: top-down combed the TV IP process. At the same time, this paper compared the content of the IP market operation mode of China and the United States, to learn and to learn from American experience, good for the domestic film and television industry in the development of IP strategy put forward the proposal, called for the domestic film and television industry content as the core, focus on the development and cultivation of high quality content to find potential value IP, at the same time dont ignore the downstream market potential for development of derivatives market. Key words: industrial chain; IP; Film and television market; Pan-entertainment 目录 TOC \o 1-3 第一章 导论 5 选题背景 5 消费需求