跨媒介视域下动漫作品IP化运营研究_.pdf

Abstract

SinceanimationenteredChinasmarketin1980,theanimationindustryhas

achievedexplosivedevelopmentunderthedualpromotionofnationalpolicyand

capital,whichhasgivenbirthtomanyfamousanimationIPs,andthe

multidimensional,multi-levelandfull-aspectopeningoftheseanimationIPsmakes

thevaluechainoftheanimationindustryextendcontinuously,andgraduallyconverge

withIP-basedoperation.InthepracticeofIP-basedoperation,animationproduction

teamsexcessivelypursuethecommercialvalueofIPcashintheshortterm,which

makesitdifficulttomaximisethevalueofhigh-qualityanimationIP.Inaddition,

undertheguidanceofcross-medianarrativetheory,theforeignanimationindustryhas

formedamatureandsystematicIP-basedoperationmodeearlierthanthedomestic

one,andthedomesticanimationIPisalsograduallymovingtowardstheexploration

ofcross-mediapractice.Therefore,thispapercombinesthecasestudymethod,text

analysismethodandin-depthinterviewmethodtoexploretheIPoperationpracticeof

animationworks,andthensummariseshowtousecross-medianarrativetheoryto

realisethecommercialrealisationofanimationIP.

Thispaperanalysesthecurrentsituation,challengesandcountermeasuresofIP-

basedoperationofanimationworksandcross-medianarrative.Firstly,itintroduces

thebasicsituationoftheriseofanimeIPandcross-mediaoperation,andtakes

DetectiveConanasacasestudytodiscussthebackgroundandimportanceofthe

study.Then,theliteraturereviewsectiondiscussesanimeIP,cross-medianarrative

andIP-basedoperation,andfurtheranalysesindetailthespecificcurrentsituationof

IP-basedoperationandcross-medianarrativeofanimeworks.

ThearticlealsoanalysestheenvironmentofIP-basedoperationofanimeworks

inChina,andarguestheimportanceoftheproductionside,themarketside,the

audiences