An Integrated Marketing Analysis Of Network IP Adaptation Based On 4I Principle

Since 2014, IP, as a buzzword, struck domestic film and television, resulting in a number of adaptation works of IP network TV drama. From then on, IP in the movie is no longer an Internet Protocol(Network interconnection agreement) and become the IP which has content of ductility. In fact, the origin of Internet IP adaptation in China was very early. However, because of the copies, shoddy, limited theme, single marketing mode, receiving an interactive delays and other problems, the development of IP network TV drama has not been unable to arouse audience’s focus and favored the profits of capital. Until 2014, "One Drama and Two Star" policy, homogenization of traditional film and television market and good policy of "Internet +" had impact on cultural creative industry. IP network adapted drama became radian and new growth of domestic movie development. In addition, it explored new marketing techniques, formed new network marketing characteristics and a large number of phenomenon-level IP adapted drama burst models. At this point, the IP network adaption in quality, efficiency and leapfrog development showing a potential blowout. But it cannot sell well only by labelling IP. There are many great IP has been wasted on the market because of inappropriate exploitation and promotion. It needs the industry to summarize the experiences and lessons in the changing market conditions. And it is also a major issue of cultural creative industry.In this paper, it closely linked to the pulse of the times, the basis of management and communication of and the marketing of cross-cultural studies. It is also around the intellectual property industry development and value-added operations. Through the retrospection of IP network adapted dramas, research status and development, this paper analyzes the marketing problems in current IP adaptation dramas, and tries to use 4I marketing communication strategy to serve IP adaptation dramas, Create industry problems, and strive to network IP adaptation of the study to depth.In the study, the main method is literature, case analysis, comparative analysis and questionnaires for collecting and collecting information about domestic and foreign IP adaption 4I marketing theory. What is more, it is necessary to clear and analyses the main issues. Combined with the development of Chinese IP adaptation of background, the paper will analyze the marketing issues and strategy of network IP adaption 4I. In addition, based on the analysis about network IP adaption 4I marketing General, it is important to offer opinions and suggestions on the development of the network IP adaptation.