A Study On Data Driven IP Content Operation Innovation And Brandization Path

The outbreak of big data not only brings new challenges to the development of IP content industry,but also provides a new way of thinking and implementation.At the same time,big data is promoting the IP content market to innovate itself and constantly explore new growth path.It is worth noting that the development and maturity of big data processing technology makes the IP content operation more digitized,automated and scientific.Under the background of data driven content,IP-such as movies,novels,games,animation and so on-is changing quickly in entertainment industry chain under the mobile Internet environment,and because of the huge potential and negative cost of connectivity,it is going on to the rapid realization in all the dimension of penetration.As a result,IP is moving in the "super IP" evolution.The traditional one-way operation mode of IP content operation has been overturned,In the future,in order to achieve precise target group matching,IP content operation should be based on content database analysis.But at the same time,proliferation of IP content also makes the original IP brand resources being diluted,therefore,starting from the background of “big data+ IP” content,this research attempts to analysis business innovation model in-depth of the IP content in the digital environment and puts forward the suggestion on the path of brand.First of all,according to the construction and development of IP,this paper studies the operation of existing IP content to find out the concept,characteristics and so on.At the same time,this paper relies on the network economic theory to analysis the development and change of IP the content industry in order to summarize the present situation of IP industry and the existing problems,put forward the problem and problem analysis.Secondly,this study try to make the abstract IP into a concrete commercialization process of the product from the macro industrial level.Based on product lifecycle theory and AIVSA consumer behavior model theory,a massive IP based content operation innovation model will be build with big data processing technology.The model relies on the digital,model,decision to realize administration about operation of IP user behavior,life cycle,and clarify the relationship between IP and users.At the same time this model will analysis the IP content creation,channels and decision-making,commercial realization and brand construction,user training and precipitation based on large data processing technology.Finally,combined with IBC theory IP,this study attempts to make advices in all respects such as brand positioning,product system,brand communication,brand communication,effect evaluation and so on,which based on the digital IP content operation innovation model.In the end this paper will puts forward the corresponding the countermeasures according to the existing IP brand problems and contradictions,help IP brand long-term development.