Research On The Development Of Chinese IP Film Market

Since 2013,the boom in domestic IP movies has arisen.Because of its popularity among film consumers,it has developed rapidly in the domestic film market and has become the core market module of the Chinese film market.However,at the present stage,researches on IP movies mainly focus on the adaptation of film texts,the elaboration of IP movies hot phenomenon,the analysis on background causes of domestic IP movies,the characteristics of movie audiences and the marketing of film products,etc.,and relatively few researchers studying domestic IP movies from the perspective of market development.In order to have a comprehensive,objective and correct understanding of the domestic IP movies market,allowed a healthy,orderly and efficient development.Based on the theoretical perspectives of Internet thinking theory,consumerism theory and IP theory,this paper uses literature analysis,case analysis and other research methods to analyze and explore the basic situation,development logic,development model and development bottleneck of the domestic IP movies market.The domestic IP movies market is the result of the intersection of Internet technology and consumerism culture.It is a buyer’s market centered on movie consumers,this is the biggest difference between the IP movies market and previous movies market.Film producers,consumers,and movie products in this market all have distinct Internet genes and popular genes.The paper consists of six parts.The first part is the introduction.This paper introduces the background and significance of the topic,and and clearly define the concept of IP and IP movies.Emphasize the connotation of IP is the meaning of "intellectual property" and cultural symbols.In this paper,the literature researches on IP movies is reviewed in five aspects,on this basis,proposed the research ideas,methods and the framework of this paper.The second part is the summary of domestic IP movies market.This paper introduces the current market product types,product characteristics,product producers,product consumers of domestic IP movies,and the research basis theory of the paper.The third part is the development logic of domestic IP movies market.From the perspective of deconstruction logic,Internet technology has played a powerful role in deconstructing the original film market.From the perspective of reconstruction logic,the consumerist culture has a strong reconstruction effect on the original market.The convergence of these two forces has formed a new pattern in the domestic IP movies market.The new pattern has generated new market vitality andpromoted the rapid development of domestic film market.The fourth part is the new model of the domestic IP movies market.Mainly from two aspects: the business model and cultural model.From the business model,the IP film market has formed a business model from “single screen” to “multi-screen”,a production model from“director-centered” to “audience-centered”,a marketing model from “traditional” to“modern”,a development model from "short tail" to "long tail",a financing model from "single funding" to "crowd funding".In terms of cultural model,it also realizes a new leap forward in communication mode,functional mode,identity mode and image mode.The fifth part is the development bottleneck and optimization strategy of domestic IP movies market.This paper argues that the domestic IP film creation groups is too pursuing commercial profit and weak the lack of social responsibility,resulting in the lack of market product innovation.The domestic IP movies market has been confronted with problems such as product homogenization,lacking in originality,over-commercialized packaging of market producers,consumers’ enthusiasm on empty-shell consumption,and insufficient development of international market.These problems have constrained the development of domestic IP movies market,which has degraded the artistic quality of market products,making the products less attractive and rewarding,leading to the lack of competitiveness of market products.The paper believes that the following aspects can be started to create conditions for the benign development of domestic IP movies market.First,deep-tillage culture to create original IP products,which is the key strategy to improve the development quality of domestic IP film market;second,pay attention to the unity of commercial and artistic;third,avoid the cultural alienation of consumerism;last,both focus on the local market and the international market,and constantly improve the international market.The sixth part is the conclusion.This paper summarizes the whole research and puts forward some suggestions for the research of this thesis.The domestic IP movies market is a market phenomenon caused by Internet thinking and consumer culture infiltrating into the film industry.It provides market services centered on consumers,which is different from the directors centered film market in the past.Film producers use the IP of the Internet platform as a node to realize the interaction between product production and market users,so that users can have the sensory experience and ideological experience beyond their expectations when interacting or using products.Film producers adhere to the ultimate service thinking in the whole film production process.In terms of products,IP movies are the product typesof symbolic consumption of consumer culture.The products not only fully meet the entertainment needs of the public in the consumer era,but also enable producers to obtain rich commercial interests.It can be seen that the domestic IP film has truly realized the transformation of the buyer’s market centering on consumers,greatly invigorated the film market,and promoted the gradual improvement of Chinese film industry chain,making the Chinese film market the second largest in the world within a few years.We should adhere to the direction of film market development,actively solve some problems in the market development,take original IP as the leader,develop a series of cultural value products,form brand advantage,and enter the global film market with the role of a movie power.