Research On IP Value Evaluation Of Network Literature From The Perspective Of Cross-media Narrative

With the continuous development of the cultural industry,the network literature industry is also gradually growing mature.Although China’s network literature IP has just embarked on the road of industry,it has huge potential and strong momentum.The concept of network literature IP is more and more popular,and can be copied,derived,transformed,and resonates in different fields,which promotes the integration and symbiosis of Pan entertainment industries,and brings huge economic value returns.Driven by the economic benefits,the copyright purchasers only blindly pursue the hot spots in the market,but do not fully understand the value of Internet Literature IP,which leads to a series of market chaos such as blind hoarding,scattered development,high price and low value,which makes the value of Internet Literature IP unable to be really excavated.To maximize the value of IP,it is necessary to carry out long-term operation of IP throughout the life cycle.Based on the analysis of the current environment of network literature IP,this paper summarizes four modes of development and operation of network literature IP in the current market.Aiming at the current IP of network literature The problems in operation practice are analyzed by 5W using the communication theory.The final result of the problems is that it is difficult to realize the maximization of IP value of network literature.Therefore,from the origin of IP value,the paper analyzes the composition and influencing factors of IP value and network literature IP value,which lays a foundation for the establishment of the multi-element evaluation index in the later paper.To implement the whole life cycle operation of IP in network literature,we must establish strategic operation based on the basis of cross media narration.To realize the maximization of IP value,it is necessary to consider in two directions: looking back,we should pay attention to the application of cross media narrative strategy in development and operation,multi media narrative in horizontal form and multi-media cross-border integration vertically;looking forward,we should find out the value of cross-media narrative at the source of literature IP IP,that is,before the transformation,the IP of network literature is evaluated.At this time,based on the cross media narrative,the research on the value evaluation of IP in network literature is particularly important.Therefore,this paper summarizes the existing IP value evaluation methods of network literature,and regrets that there are few IP value evaluation methods,and it is mostly based on the adaptation of IP of network literature,which is based on the evaluation or judgment of the market circulation value.On this basis,the IP value evaluation model of network literature is proposed from the perspective of cross media narration.In the actual market transactions,in the face of many IP in the market,which IP is more valuable and how to choose is the problem faced by the market capital.The foothold of this paper is to provide some ideas for solving this problem,and also hope to provide some reference value for the content providers,operators and other network literature industry.