Research On Strategy Of Media Integrate With IP Based On The Theoretical Principle Of Industry Chain

In the background of the rise of IP development,this paper finds out the reasons for the rise of IP development and analyzes the current situation of domestic media IP development,and has the problems and problems,and then puts forward the corresponding countermeasures for the problems.The current IP development is in the flooding environment is excellent,the national policy support,the role of the industry giants has exacerbated the role of competition,copyright awareness gradually increased and so on the background generated.Foreign IP development started earlier,has formed a relatively stable development model,and also withstood the market test,such as: Disney model,Hollywood model,Man Wei model,China has some reference.But the current domestic and foreign media for the development of IP still exist a lot of common problems.This paper uses the connotation chain theory of the industrial chain to summarize the existing problems: the upstream IP incubation,the cultivation problem,the original lack,homogeneity serious,the lack of high quality IP,the copyright protection consciousness is poor;the middle reaches of the adaptation docking difficult,knowledge is not easy Integration,hoarding a large number of IP,enterprise adaptation development capacity is lacking;downstream derivatives difficult to integrate,product matrix is not formed and so on.Therefore,according to the existing problems,the use of industrial chain integration theory analysis,this paper focuses on IP development countermeasures,put forward two solutions: First,the establishment of high-quality IP screening model;the second is to establish a full-scale all-industry chain network multi-dimensional development model.The establishment of high-quality IP screening model includes six factors: content expression,artistic presentation,economic benefit,social benefit,influence and consumption force.The model can provide a reference for media IP development.In addition,on the basis of the existing IP development model,a full-scale all-industry chain network multi-dimensional development model is constructed,and the middle and lower reaches of the industrial chain are rationally integrated to bring new life to China's media IP development.According to the structure of the middle and lower reaches of the industrial chain,all the links have corresponding measures,including encouraging original,strengthening copyright protection,regulating IP transactions,improving the comprehensive ability of enterprises,changing business model and profit model,setting up IP development team,system,to strengthen the integration of derivatives and brand matrix construction.