Research About The Whole Copyright Operation Mode Of Tencent Literature

Network Literature is a literary form that based on digital media, and takes network as its primary publication and dissemination channel and network users as its first reader and participants. After more than 20 years development, the production, dissemination and consumption of each link of China's original network literature are facing transformation. Under the environment of mobile Internet technology progress and media convergence, the network literature combined and developed with other literary industries like traditional publication,mobile reading,video games, music and etc, so that the boundary among them are becoming vague and a new comprehensive entertainment form is being built. Depending on the strong original content reserves and IP output capability, network literature is becoming a leader in cultural industry. The copyright of network literature faces a huge value-added space in the crossover operation trend and the business model is transiting from single sale to all copyright operating.After the entering of internet enterprises, and with the resource reorganization, the original literature in our country bursts into a new pattern, that is, China Reading Limited which is established by Tencent Literature is taking the leadership, and many other network literature companies are competing furiously. Surrounding the network literature IP and facing the whole industrial chain, users, channels and platforms, Tencent Literature developed full content production based on gathering online resource, author team constructing and acceptance of traditional publications, and the channel-crossing copyright distribution which takes mobile society as primary and multi-platform interaction and reverse output copyright to traditional publish industries, and development situation of Pan-Entertainment copyright which extends literature works to entertainment works, develops novel reading to nationwide reading, and all these methods created a whole new all copyright operating mode. Meanwhile, some problems still exist such as commercial production mechanism deadlock, lack of fan culture, the pressure when protect intellectual property, network literature market competition is becoming increasingly fierce and the controversy of the network literature IP development.For Tencent Literature, strong injection of capital is a double-edged sword, and the most fundamental problem lies in Tencent Literature is that they put too much emphasis on the commodity attribute of network literature while ignore the attributes of its cultural products. In the future, Tencent Literature should guide the authors to be fair and orderly compete, and produce high level literary works; create enterprise brand culture in order to maintain the customers; call upon the industry self-regulation to protect intellectual property and also combined with advanced technology and appropriate legal means; absorb the thoughts of many schools and lead the competitors develop orderly with an open mind; in terms of network literature IP development, seek stability more than speed and manage the network literature with a strategic vision of a hundred-year enterprise.The whole copyright operation mode of Tencent Literature gives us some enlightenment to the overall literature industry development. All the practitioners of the network literature in China should respond the call of government andfollow the market rules; create new IP of network literature with new content production philosophy and develop the mobile reading with fan society and establish an ecological network literature IP industry chain; unite multi-power to protect the intellectual property and drive the industrial upgrade by nationwide reading. Based on this, we could promote the whole network literature industry to cooperation and win-win situation, and it will have a healthier and sustainable development prospect.