Research On IP Crossover Marketing Strategy Of CRYPTON Company

In 2014,the IP(Intellectual Property)is coming into view,and soon strong presence in mainstream society.Excessive entertainment age,IP can be precipitated from literature,animation,film,games and other content products,can be used as source material to generate entertainment content of these different forms of new products.IP itself including has role design,and environment design,and props design,and voice design,etc.,can derivative out unlimited of imagine space,quality of IP both has long of vitality,can for more platform development,also can in different of rendering form free conversion,makes its in next development in the has absolute obviously of advantage,was think is whole excessive entertainment ecological chain of source.Nowadays,world's cultural soft power competition is largely between countries strong IP exchanges.With "stars of IP" as the core of the "excessive entertainment" strategy is not simply an intellectual property license,to truly realize the "stars of IP" quality resources to more widely share,maximum benefit must be greater co-ordination and collaboration under the background of patterns.Without a strong co-ordination and integration of quality resources cannot be shared and to achieve its maximum value.Integrated marketing and cross-border integration have become the main trend of the times,the arrival of the mobile Internet era,offers a new way for cross-border cooperation and possible.In this paper about the IP crossover marketing on the basis of the research literature at home and abroad combing,first defined the concept of IP and crossover marketing,expounds the main contents of the IP cross-border marketing;Secondly,combined with market marketing theoretical concepts,such as PEST analysis,SWOT analysis of CRYPTON company's products lack of price advantage,product homogeneity and IP cross-border cooperation analyzing the problems such as lack of depth.Third,according to the analysis results,put forward the following suggestions on CRYPTON company's IP cross marketing strategy: to provide quality products and services according to user needs,to establish long-term cooperative relationship;integration of IP resources,establish the company's brand,focus on product development;seek cooperation partners,to achieve IP diversified profit;improve product pricing strategy,improve the market competitiveness.Finally,from two aspects of IP development and copyright protection proposed CRYPTON company IP crossover marketing strategy implementation safeguard measures.