Research On The IP Exploitation Of Domestic Animation Film

Material conditions are increasingly rich and satisfying,people's pursuit of spiritual life has become an inevitable trend.Besides,with the rise of consumer groups who were born after 1990,their more open consumption concept leads to more vigorous spiritual needs.This makes the booming development of the cultural creative industry and a continuously pinnacle production."IP",the abbreviation of "intellectual property",has been the hottest word in culture industry area nowadays.The concept of IP has penetrated into the portal website,social networking platforms,E-commerce,APP and other fields.As a whole industry chain,It has been covering as diverse as film and television,novels,manga comics and games.Building a best-selling model of IP will be a new business model.China's domestic animation film is still on the beginning and exploring stage and it is facing the market positioning of fuzzy,lack of experience,and many other shortcomings.With the concept of "Internet +" being put forward by our country,"Internet + animation" has provided a new model to the survival and development of domestic animation,which makes it spread more widely and more influential.Starting from work itself,taking the IP as the key,it can effectively help the animated film to form a cultural industry chain and develop their wide spread influence of domestic animation brand to explore the domestic animation film IP development status and problems.In the introduction section,the author suggested the main purpose of the selected topic research and gave a pectination and description of the status of domestic related literature.In this section,the author also listed the whole scheme of the article and the innovation of ideas.The first chapter includes the connotation of the IP and the expansion of the connotation,the constitution of the value and the transformation of its concept of development.In the second chapter,the author discussed the status of development of domestic animation IP and it's stage.In the third chapter and fourth chapter,this article explored the domestic animation problems facing the development of IP,and the reasons of these problems.And in the last chapter,the author tried to give the optimization measures.