發(fā)布時(shí)間：2018-04-14 03:12

  本文選題：騰訊 + IP�。� 參考：《上海社會(huì)科學(xué)院》2017年碩士論文

【摘要】：無(wú)論從國(guó)際還是國(guó)內(nèi)看,針對(duì)"IP"的開發(fā)都處在蓬勃發(fā)展的階段,國(guó)內(nèi)方面,以"IP"為核心的產(chǎn)業(yè)鏈正在形成,大量的企業(yè)和資本紛紛入局,尤其是以騰訊、阿里巴巴為主的互聯(lián)網(wǎng)企業(yè);國(guó)外方面,通過(guò)幾十年的運(yùn)作,已經(jīng)形成了較為穩(wěn)定的市場(chǎng)競(jìng)爭(zhēng)格局,出現(xiàn)了一批代表性的企業(yè),探索出一套較為系統(tǒng)成熟的開發(fā)模式和機(jī)制。隨著知識(shí)權(quán)利認(rèn)識(shí)的深化,以及對(duì)商業(yè)價(jià)值的挖掘,版權(quán)開發(fā)開始朝著"全版權(quán)"開發(fā)的方向演進(jìn)。本文旨在探討騰訊實(shí)行"IP"全版權(quán)開發(fā)的相關(guān)實(shí)踐,試圖通過(guò)對(duì)騰訊的案例分析,為其他市場(chǎng)參與方提供一定的借鑒和經(jīng)驗(yàn),規(guī)避可能存在的市場(chǎng)、法律等風(fēng)險(xiǎn)。本文共分四章,緒論部分,分別介紹了 IP的概念、屬性以及組織構(gòu)成,以及全版權(quán)開發(fā)的概念和海外運(yùn)作方式,給全文的論證作出鋪墊;第一章,本章從騰訊的業(yè)務(wù)架構(gòu)入手,介紹騰訊IP全版權(quán)開發(fā)所采取的戰(zhàn)略——泛娛樂(lè)戰(zhàn)略的基本情況,進(jìn)而對(duì)騰訊IP全版權(quán)開發(fā)的現(xiàn)狀和外部環(huán)境進(jìn)行分析。其中,現(xiàn)狀方面從內(nèi)部入手,分析騰訊文學(xué)、影視、動(dòng)漫、游戲四大業(yè)務(wù)平臺(tái)的建設(shè)情況,環(huán)境方面則從外部入手,突出介紹騰訊面臨的機(jī)遇與挑戰(zhàn);第二章,本章從"資源獲取"和"衍生開發(fā)"兩個(gè)維度,分析騰訊全版權(quán)開發(fā)模式的構(gòu)成要素,總結(jié)出騰訊IP全版權(quán)開發(fā)的三種模式,并對(duì)這三種開發(fā)模式的分別進(jìn)行SWOT分析和開發(fā)策略分析;第三章,本章介紹騰訊在IP全版權(quán)開發(fā)中存在的問(wèn)題,包括IP資源獲取方式的弊端、內(nèi)容經(jīng)典性缺乏、媒介端運(yùn)作不足、多點(diǎn)變現(xiàn)能力不足、企業(yè)品牌運(yùn)作以及國(guó)際化程度不足等,而后從正反兩方面分析騰訊所給的啟示;第四章,本章為IP全版權(quán)開發(fā)提出了一些建議,包括相關(guān)規(guī)劃及政策的制定、全版權(quán)開發(fā)資源要素交易服務(wù)平臺(tái)的建設(shè)、企業(yè)準(zhǔn)入、商業(yè)生態(tài)、企業(yè)資源配置能力、制作流程、風(fēng)險(xiǎn)分散和產(chǎn)品監(jiān)督等,為文化市場(chǎng)其他企業(yè)提供參考。
[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.
【學(xué)位授予單位】：上海社會(huì)科學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F49

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