Study On IP Operation For Yuewen

IP operations have been well developed and formed mature systems to control and regulate them. Despite emerging quite late in China, IP operations are blooming. Currently, new companies participated in and large capital were injected into IP operations, resulting in different IP and their derived products emerging like bamboo shoots after a spring shower and finally the establishment of pan-entertainment industry chain based on IP. The common IP operation model is using the product contents with low cost as inputs, such as internet-literature and cartoon etc. Such inputs are evaluated by the customers in the market, only those popular and well-accepted contents could enter the subsequent procedures by being modified and re-produced as movies or TV plays. The movies or TV plays will strengthen the IP due to their broader audience and greater impacts. In the long operation time, IPs can gain their values and create broad market for themselves, even their derived products. Despite cartoons are often the initial inputs in America and Japan, internet-literature are the inputs in China.The IP-era brought not only chances but also challenges to internet-literature. Firstly, the pan-entertainment industry chain can improve the profits of internet-literature. Internet-literature are hot due to IP development and gain higher authorized price. Besides, internet-literature could share profit of its derived movies, games. Secondly, as internet-literature centered in the pan-entertainment industry, they could control the industry chain by IP operation. However, IP operations brought many challenges to internet-literature. First of all, the downstream companies only want to make money by using the fans-effect but they lack the sense of IP operation, causing abuse of excellent IPs. Second, the pan-entertainment industry includes many cascades, bringing complex copyright disputes and many copyright-offences to interne-literature. At last, the homogenization of internet-literature works is very common, while market is under constant changes. This could bring potential risks to the internet-literature companies.So it is really interesting and urgently needed to understand the concept of IP operations, the current conditions them, and the strategies of IP operations. However, IP operations include diverse cascades. To simplify the discussion, we will focus on internet-literature to analyze those topics. In this thesis, we use YueWen company as an example to analyze three possible operation strategies:operation by contents, by writers or by product chain. Also, we choose some successful IPs with their derived products in market to analyze their operation process and strategies. By our investigation and analysis of the IP production and storage, IP adaption to different medias, the systematization and internationalization of IP, the thesis may provide references to YueWen the company and even to the whole pan-entertainment industry for better development of IP operation. cascades...