CITIC Press Group IP Management Strategy Research

With the rapid development of mobile Internet technology,the media and operation logic of publishing and even content industry have undergone great changes,and the business model has also undergone corresponding changes.In the face of the fierce competition between Internet organizations and we-media in the content industry,publishing enterprises have launched a series of layouts in the content ecology,but relatively few organizations have achieved significant results,and some publishing enterprises have encountered various practical difficulties.Behind the development bottleneck is the neglect of IP management by publishing enterprises.CITIC Press Group,on the other hand,has created diversified content products through the full expression of high-quality resources,improved the development and operation capacity of full copyright,and realized the unification of social benefits and economic benefits.Based on CITIC Press Group as the research object,using literature analysis,case analysis,in-depth interview method,according to the general logic of publishing enterprise IP management,combined with actual situation proposed the CITIC Press Group IP brand,systematic and diversified business strategy,from the Angle of cross-media narrative for publishing enterprise how to use the content resource advantage to the whole development of copyright,Construct content ecology conforming to oneself.Among them,the strategy of IP branding describes that CITIC Press Group pays attention to creating original IP with the spirit of The Times and humanistic care,and provides diversified solutions for users' needs.This paper discusses how CITIC Press Group uses its own resources and social resources to create IP product matrix,cultivate well-known author IP,and actively carry out cross-border cooperation with other industries.The strategy of IP diversification analyzes how CITIC Press Group spreads out the layout in advance according to the communication characteristics of different media,develops diversified IP,and realizes diversified IP operation through the flow from public domain to private domain and from online scene to offline scene.On this basis,in view of the deficiencies of CITIC Press Group in platform operation and user service,the paper puts forward some suggestions,such as drawing lessons from the operation thinking of Internet users and meeting users' needs in a multi-dimensional way,to provide reference for IP management of publishing enterprises.