Study On The IP Strategy Of Web Celebrity And Its Value Change

Since the era of mobile Internet media with the evolution of social tools and popularization,the rapidity of its content production,universality,and the influence the characteristics of the depth of penetration,produced a web celebrity the current hot social group.Web celebrity through the media platform for individual IP was realized by shaping the brand image,and use the special way of cash to obtain economic benefits,in the end for the new era of cultural industry to create a new business model.Based on this understanding,this article from the reality of the development of the web celebrity condition and current situation,combined with the interview method and literature method analyzes the web celebrity when an IP may consider five positioning strategy,sums up the five steps of IP change implementation rules.At the same time this article is written for web celebrity commercial development path,teasing out the current web celebrity IP value of the common way of cash,and sums up the estimate the value of IP six indexes and four kinds of liquidation mode,hopes for the future web celebrity IP development help.