本文選題：網(wǎng)絡(luò)IP + 改編劇��； 參考：《北京印刷學院》2017年碩士論文

【摘要】：自2014年開始,IP作為一個熱門詞匯沖擊著國內(nèi)影視圈,由此產(chǎn)生了一批爆款網(wǎng)絡(luò)IP影視劇改編作品,也正是從那時起,IP在影視圈已不再是Internet Protocol(網(wǎng)絡(luò)之間互聯(lián)的協(xié)議)的含義,而成為具有內(nèi)容延展性的IP。事實上,中國網(wǎng)絡(luò)IP改編劇起源較早,但其發(fā)展因抄襲模仿、粗制濫造、題材受限、營銷方式單一、傳受互動不及時等問題,一直無法引起受眾的規(guī)�；劢购唾Y本的逐利性青睞。直到2014年,文創(chuàng)產(chǎn)業(yè)在“一劇兩星”的政策影響,傳統(tǒng)影視市場同質(zhì)化和“互聯(lián)網(wǎng)+”利好政策等多方逼視下,網(wǎng)絡(luò)IP改編劇恰逢其時萌發(fā)出無限生機,成為國內(nèi)影視文化發(fā)展的新增長極,并探索出新的營銷手段,不斷生發(fā)出新的網(wǎng)絡(luò)營銷特征,形成大量現(xiàn)象級的IP改編劇爆款。至此,網(wǎng)絡(luò)IP改編劇站在提質(zhì)增效、跨越式發(fā)展的風口,呈現(xiàn)出井噴之勢。然而井噴之后的IP改編劇也并不是貼上IP的標簽就能火熱,市場上也出現(xiàn)了不少開發(fā)、推廣不當以致被浪費的優(yōu)質(zhì)IP,需要業(yè)界在市場不斷變動的情況下總結(jié)經(jīng)驗與教訓,同時這也是文化創(chuàng)意產(chǎn)業(yè)需要不斷踐行的一個重大課題。本文緊扣時代發(fā)展脈搏,以管理學和傳播學為基礎(chǔ)對IP改編劇的營銷進行跨文化研究,圍繞文創(chuàng)產(chǎn)業(yè)中知識產(chǎn)權(quán)的開發(fā)和增值運作展開。通過對網(wǎng)絡(luò)IP改編劇歷程的追溯,研究現(xiàn)狀、發(fā)展現(xiàn)狀的梳理,探析當前網(wǎng)絡(luò)IP改編劇中存在的營銷方面的問題,試圖以4I營銷的營銷傳播策略服務(wù)于網(wǎng)絡(luò)IP改編劇,問診文創(chuàng)產(chǎn)業(yè)難題,努力將網(wǎng)絡(luò)IP改編劇的研究推向深入。在研究中,以文獻法、案例分析法、對比分析法和問卷調(diào)查法對中外IP改編劇的4I營銷理論等方面進行梳理,明確和分析主要研究議題。結(jié)合中國IP改編劇的發(fā)展背景,探析網(wǎng)絡(luò)IP改編劇的營銷問題;分析網(wǎng)絡(luò)IP改編劇4I的營銷策略�；谶@些分析獲得的關(guān)于網(wǎng)絡(luò)IP改編劇4I營銷的總體把握,為網(wǎng)絡(luò)IP改編劇的發(fā)展提出意見建議。
[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.
【學位授予單位】：北京印刷學院
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：J943

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