Research On The Marketing Strategies Of Network IP Adaptation Films And TV Plays In The View Of Fans Economy

As the social networks develop,IP(Intellectual Property)becomes a popular word in the area of domestic cultural industry in recent years,drawing great attention from both industry and academia.In the cultural industry,IP means the symbol of original contents with a certain fan base and malleability,concretely referring to original content texts including net literature,online games and cartoons which can be adapted into other forms.Under the background of the regulation issued by the top media authority of the country,homogenization of traditional film market and ‘Internet +',film capital intervenes IP adaptation on a large scale and makes a series of phenomenally hot network IP adaptation films and TV plays.Taking the advantage of a great number of fans,network IP adaptation films and TV plays become a new growth pole of cultural industry development soon,which makes for the developments both of cultural industry and fans economy.Therefore researching on the marketing strategies of network IP adaptation films and TV plays has value in theory and practice.On another hand,based on the development of social networks,fan economy as the main form of network economy,stimulates vitality of market and creates consumption value while reconstructs the social value system.Definitely the massive amounts of fans is the core value of IP,moreover there exist fans of stars and fans of films during the process of the development and generation of network IP adaptation films and TV plays.The interactions of diversity fans groups including conflicts,mix and reconstruction construct the characteristic of network IP adaptation films and TV plays,which is three-dimensional resonance of IP economy,idol economy and community economy.And this characteristic significantly provides directions for the marketing strategies of network IP adaptation films and TV plays.This paper researches on the network IP adaptation films and TV plays in the view of fans economy.Firstly it analyses the interactions and identities of diversity fans groups,and then generalizes that network IP adaptation films and TV plays present the characteristic which is three-dimensional resonance of IP economy,idol economy and community economy.Finally,based on the characteristic and marketing status quo of network IP adaptation films and TV plays,this paper tries to provide some advice on the marketing strategies of network IP adaptation films and TV plays.As for methodologies,this study uses quantitative and qualitative approaches to research including literature review,case study,survey and interview.At first,this article systematically sorts out the development process of fan economy on the basis of literature,and then uses case study to analyze the interactions and identities of diversity fans groups,generalize that network IP adaptation films and TV plays present the characteristic which is three-dimensional resonance of IP economy,idol economy and community economy,and try to provide advices on the marketing strategies of network IP adaptation films and TV plays on the basis of its characteristic and marketing status quo.So this paper is innovative and with some realistic significance.