Research On The Production Form Of New Media Content Guided By IP Thinking

2015 was the first of IP.IP,the abbreviation of Intellectual Property,is generally translated as intellectual property or intellectual property.Some people define it as"having an independent personality charm and forming a community with the same interests or values,and the consumption is form the sense of user's participation.The rapid development of mobile Internet and the popularity of smart phones have promoted the development of IP and IP thinking.Both traditional and new-media have begun to apply IP thinking to the real product in order to create their own super IP,and achieve economic realization.In the IP era,everyone could become an IP.When the content producers realize the potential economic value of IP,they scramble to do IP.However,it would also emerge some problems such as the dispute of content copyright,the homogeneity of content and lack of innovation.Excessive reliance on IP will inevitably lead to the decline of content producers' innovative ability while becoming IP has to enhance the connotation and delicacy of their content.There are some successful cases which has been analysed how to build IP in the media content production and provide some thinking for the content producers.This essay would take Tencent News 'xin wen ge' as an example.The background,realistic environment,causes,classification and characteristics of the new media content production form under the guidance of IP thinking,as well as some practical problems and suggestions would be evaluated.The characteristics of the new media content production form is high-frequency production of the content,excellent potential economic liquidity,focusing on user interaction and personality of the image.While the IP get more followers and the company receive benefits,there are some problems still existing.The backwardness of packaging,the vulgarization and homogeneity of content and simplicity marketing tools would be harmful for the whole market.The paper suggests that promoting the healthy development of IP thinking in the market can start from the following aspects:taking quality as the key point and taking content as the core,establishing a professional IP value evaluation system,building an exclusive concept,and promoting diversified marketing.By this way,the development of IP thinking in the media content production could be promoted by the inside and outside application and boost.