Research On Dimension And Strategy Of Short Video Self-media IP Development

With the innovation of mobile Internet technology,the increase of capital,and the explosion of audience demand,mobile short video has become the most intensive and gradually normalized expression.At present,short video self-media IP and IP-style development have become hot topics in the industry.Based on long-term observation of industry practice,this article takes short video self-media IP development as the research object,uses a variety of theories and research methods to analyze the dimension,progress and existing problems of short video self-media IP development,and proposes corresponding strategy.Short video self-media IP generally consists of three basic elements: "core values","perceptible image" and "valuable content".Continuous high-quality content output,open network platform ecology and a sound copyright protection mechanism are the prerequisites for the implementation of short video self-media IP development.There are three main paths for short video self-media IP development,namely content development,brand development,and relationship development.The content development of short video self-media IP is mainly through the creation of content products,the expansion of content products and the construction of content plat forms,to continuously improve the content productivity and communication power.Brand development is the branding of short video self-media IP,and through brand extension and brand cross-border cooperation,it continues to expand the influence of short video self-media IP and lay the foundation for diversified development.Relationship development is the in-depth development of the social relationship that short videos are built from the media IP with the audience through high-quality content.It fosters the formation of clustered productivity by nurturing hardcore fans,creating a value community,and establishing a pan-centralized online community.The development of self-media IP provides a continuous flow of nutrients and motivation.At present,although the development of China's short video self-media IP has achieved certain results,there are still many problems,such as Inadequated brand development and relationship development,unbalanced economic and social benefits,Infringement and being infringed frequently,etc.To promote the development of short video self-media IP,we must improve the professional capabilities of the main body of development;strengthen the sense of responsibility of the government,short video platform and users;and increase the protection of short video copyright.