Research On IP Operation Of The Classic Of Mountains And Seas

The Classic of Mountains and Seas has a history of thousands of years.As an ancient cultural book with rich connotations,it has been a popular object for adaptation by content creators from all walks of life.This paper analyzes the IP operation and development of the Classic of Mountains and Seas in detail.The first chapter is the analysis of the cultural connotation of the IP of Shan Hai Jing and its IP product types.The cultural connotation of IP in Shan Hai Jing is characterized by a large number of supernatural images and fragments of myths and legends,and most products adapted and developed from Shan Hai Jing also restore its connotation in these two aspects.The product types of Shan Hai Jing IP include books,film and television animation works,games and other derivatives.Among them,books,movies and games are common IP products,while other types of IP products are still in the development stage.The second chapter analyzes the operation strategy of Shan Hai Jing IP according to its current operation status,and discusses it from three angles: content strategy,communication strategy and marketing strategy.In terms of content strategy,it focuses on the image of the strange animal in the Classic of Mountains and Seas as its prominent feature to strengthen the impression of the public on the IP of the Classic of Mountains and Seas.At the same time,it combines different media characteristics to carry out multi-form adaptation,so as to promote the cultural content of the Classic of Mountains and Seas to the maximum extent.In terms of communication strategy,the brand communication strategy is to use the public’s expectation and trust on the cultural ancient books of the Classic of Mountains and Seas to arouse the attention of the IP products of the Classic of Mountains and Seas.In addition,the diversified three-dimensional communication strategy is also an important strategy in the IP operation of the Classic of Mountains and Seas.In other words,the IP product of the Classic of Mountains and Seas is communicated by combining online and offline,traditional media and new media,and multi-channel publicity is used to expand the IP popularity of the Classic of Mountains and Seas.In terms of marketing strategy,it first summarizes the use of authoritative marketing,that is,in the process of promoting the IP product of the Classic of Mountains and Seas,it uses authoritative media reports and endorsements from opinion leaders to enhance the influence of the IP of the Classic of Mountains and Seas,and then it summarizes the strategy of visual marketing.That is,the content presentation of various types of IP products of the Classic of Mountains and Seas adopts a visually attractive way to quickly attract the public’s attention to the product.The third chapter is a summary of the problems existing in the IP operation of the Classic of Mountains and Seas,including low IP product quality,narrow IP communication channels,and limited IP influence.The low quality of IP products is reflected in the excessive entertainment and fragmentation of the products.Narrow IP communication channel means that the inherent communication channel cannot achieve the ideal communication effect,and new channels need to be developed to seek development.Limited IP influence means that there is no unified narrative among the IP products of Classic of Mountains and Seas,and IP’s vitality is insufficient to sustain long-term attention.The fourth chapter is the specific countermeasures to the IP operation of the Classic of Mountains and Seas.First of all,it explores the cultural connotation of the Classic of Mountains and Seas and innovates it on the basis of respecting the original content.Secondly,it combines AR,VR and other emerging technologies to expand communication channels and enhance the public’s experience and memory of the cultural connotation of the Classic of Mountains and Seas.Finally,it is to stimulate the audience to participate in the transmission process of the Classic of Mountains and Seas,and use community cohesion to extend the vitality of IP.