Research On IP Operation Strategy Of Traditional Publishing Industry Under The Background Of Media Convergence

With the continuous advancement of national policies and the development of media technology,the main contradiction in our country has been transformed into the contradiction between the people's growing needs for a better life and the unbalanced and inadequate development,and the needs of the public's spiritual and cultural life continue to grow.In order to meet the requirements of the times,the traditional publishing industry,as an important part of the cultural industry,shoulders the media organization that inherits the historical culture and shapes the humanistic spirit,and also begins to realize its own modernization and socialization,transforming into a multi-functional content production complex.IP operation is an important opportunity and bold attempt for the transformation of the traditional publishing industry,and the creation of high-quality IP is regarded as an opportunity for industrial upgrading.The traditional publishing industry needs to adapt to the changes in the communication mode under the background of media integration,and make rational use of its own content,cultural resources and brand image,so as to make the market positioning more accurate and the marketing methods more flexible and diverse.This paper comprehensively uses literature analysis method,case analysis method and other research methods,takes the media fusion at the level of media function evolution as the logical starting point of the discussion,and explores how to influence the traditional publishing industry under the background of the era of media fusion,and how to change the structure of publishing rights.Under the circumstance,the audience's information acquisition options are constantly increasing,and the paper reading space is occupied by digital publishing,which leads to the gradual change in the way of public reading.threaten.Based on this again,this paper sorts out the current situation of IP operation in the traditional publishing industry,combines the existing IP operation mode and the overall operation of the IP market,and looks forward to the operation trend of the traditional publishing industry under the background of media integration.,which not only meets the communication needs of the digital age,but also supports diversified communication methods and content forms,and realizes the targeted transmission and secondary communication and sharing of information.The study found that under the background of media convergence,the IP operation of the traditional publishing industry has both advantages and disadvantages,as well as opportunities and challenges.Digital media such as the Internet have brought an irreversible trend of communication integration.Emerging media has brought unprecedented impacts and challenges to traditional media.Promoting the industrial integration of traditional media and emerging media has become a major development trend.At the same time,the profound influence of digitization and networking brought about by media convergence has prompted media-related industries and institutions to merge,combine and reorganize.Under the influence of the Internet platform,traditional publishing companies are facing the continuous reduction of the threshold for content creation,and the emergence of various network platforms indirectly leads to the loss of published content resources.A series of challenges,such as blurring of copyright forms due to unclear copyright of books,and difficulties in cross-field development due to a single IP transformation model,and at the same time,the rigidity of its own operation model,the gradual dissolution of publishing industry boundaries and the shortage of professional talents have become increasingly prominent.However,under the background of media integration,the traditional publishing industry has not adhered to the original IP operation mode,and has taken measures to seek its own development,thereby realizing the media integration of content production and operation under technical conditions.At present,some traditional publishing industries have adapted to the times.It is required to actively build a self-media communication matrix such as "Two Weibo,One End and One Shake",directly face the reader group,and create a communication matrix that integrates service content,digital resources,and marketing platforms.And by amplifying the good reputation accumulated by itself through years of operation,it can base on the advantages of the original readership and the foundation of community promotion,and realize multi-link resource sharing of IP product development.Facing the changing times,the traditional publishing industry needs to find its own advantages,overcome its own shortcomings,and realize the efficient transformation of IP.Finally,in order to provide the direction and strategic conception of the transformation of IP operations of traditional publishing companies in my country,the article proposes four optimization strategies: first,while developing existing resources in an all-round way,broaden content channels,actively meet market demand,and cooperate with market demand.Multi-party platforms realize strategic cooperation of exchange of advantages;second,use content text operation,writer brand operation and book brand operation to continuously enlarge the fan economy and break the boundaries of product operation;third,use the extension of content to achieve multi-platform cross-border production,thereby Realize the IP of book brands and build a private domain traffic platform;Fourth,traditional publishing companies,under the premise of adhering to social benefits,are supported by Chinese stories,select Chinese cultural symbols and passwords,and innovate cultural expression paths in the form of IP products.It is hoped that,driven by the trend of media integration,the traditional publishing industry will actively explore the direction and space of IP operation,realize the empowerment of platform technology,incubate IP products of various forms,conform to the development law of the cultural media industry in the new era,and create products that conform to industrial policies and Popular IP products.