A Study On The Operation Of Chinese Network Literature IP

After more than 20 years of development, Chinese network literature starts from the initial free reading, run into various forms of revenue models and operation path, has become an important literature phenomenon. But in recent years, the network literature and the’intellectual property’as the word meaning’IP’frequently appears which has given rise to a lot of adaptations of IP network literature, such as popular TV dramas, anime, games, songs. Network literature is the main source of IP value and the platform. On the one hand,it presented to build the value of the IP core elements relies on the story, emotion and values the product content, on the other hand, the user’s attributes and behavior characteristics amplified the effect of network literature, the majority of users are willing to pay for their favorite products based on IP.In recent years, therefore, the value of Network literature IP are pursuited by multiple industries and popularity, the network literature IP prices are rising, the major capital’s chasing war of IP is on fire. But, in the capital market, IP network literature and the mixed sale, distribution, hoarding, selling, not only hindered the rational allocation of resources, but also can cause the original network literature market to shrink. At the beginning of this century, the famous Internet company shanda group created the network literature empire-shanda literature at that time, it purchased and integrated several original network literature website, and operated the copyright from online to offline, online business network literature extends from pure online to offline publishing entity books, development and production of cartoon animation game industry, licensed to show several aspects, such as creative architecture of the IP network literature’full copyright operation mode’. But in March 2015, shanda literature was eventually acquired by tencent literature. Tencent’read group’set up the new company which owns the mass of the shanda literature IP network literature, naturally become the industry’s largest IP output center. Shanda literature’commitment’events, happens to be also effectively proves that, not the one who owns vast network literature IP got the final victory.In the capital of chasing IP war, only vast network literature IP is not enough, to build a new, healthy, diversified IP network literature operating industrial chain is the top priority. Now tencent entertainment with big business landscape is similar with the current domestic IP network literature tie-ins biggest market share of online literature maternal reading group, how to punch broken, it attracted many in the industry In the capital to chase IP war, just with vast network literature IP is not enough, to build a new. healthy, diversified IP network literature operating industrial chain is the top priority. Now tencent entertainment with big business landscape is similar with the current domestic IP network literature tie-ins biggest market share of online literature maternal reading group, how to punch broken, it attracted many in the industry with no doubt. In this background, this article mainly analyzed reading tencent text reading group in recent years based on the operating behavior of IP network literature, comparing domestic network literary giant shanda literature and foreign culture industry in IP operation mode, on the status of the IP network literature market in China, and it put forward how to define the IP network literature value measure, how to crack down on piracy, maintain the rights and interests of authors, how to span multiple IP industry management, how to develop the strategic direction and other issues.Based on analysis and study of these problems, this article put forward many elements and build a evaluation system. To combine IP operation mode in the foreign culture industry; To Develop fans’economy’,’brand marketing’; Strengthening the protection of copyright, To crack down on piracy; To Protect rights and interests of authors, it also advise to standardize IP transactions; To position strategy by clear strategic solutions.