The Operation Strategy Of Magic School Bus IP In Mainland China

Magic school bus is a representative children's popular science book in the United States,which has formed audio books,cartoons,games,toys and other physical derivative products,forming the IP matrix of magic school bus.In the United States,the publishing industry,taking the magic school bus as an example,has formed a copyright industry with IP as the core,bringing huge value added to the publishing industry.This paper studies the IP operation strategy of "magic school bus" in order to provide reference for the IP operation of children's popular science books in China.The "magic school bus" series of books is at the top of the industrial value chain,and its specific IP derivative forms mainly include audio books,cartoons,games and other cultural products in various media forms.The popularization of science and the improvement of industrial chain consciousness,the development of digital technology,the growth of video and audio generation,and the pan-entertainment ecological mode all provide a field for the generation and operation of IP of magic school bus.In terms of operation strategy and specific media form,magic school bus expands the development space of IP resources through all-media copyright operation.In terms of content extension,pan-entertainment narration and cross-media narration run through the IP operation of magic school bus,creating unprecedented narrative space and story line for the audience.Adhere to the content development,careful control of the content,create super IP.At the same time,the omnimedia marketing has enhanced the vitality of the IP of "magic school bus" to ensure that it can withstand the long-term test of the market and the audience.This paper adopted the methods of case study method,comparative research,especially through comparative research,the selection of Chinese representative on popular science literature "magic library",both in the industrial chain,such as copyright protection and copyright output for comparison,analysis of the current IP operations at home and abroad,put forward our country should develop high quality content,extend the industrial chain,and strengthening the protection of copyright,implementing the copyright aspects and so on go out as the future of our country children's popular science books even books publishing industry for the development of IP operation strategy,inorder to dig the IP value,construct the IP matrix.