Studies On Chinese Digital Comics IP Operation

IP is an abbreviation of the "Intellectual Property".IP originated from China's Internet industry and become popular in China at a high speed in recent years.Currently,the pan-entertainment industry chain based on IP is forming.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 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.At the end of 2016,Mei Sheng group bought 72.5% stock of Tong Dao group at a price of 217 million yuan,witch shocked the country.China's digital comics IP is booming.This article aims to discuss the strategy of digital cartoon IP operating.However,IP operations include diverse cascades.To simplify the discussion,we will focus on a single digital cartoon IP operating.In this thesis,we use Tong Dao as an example to analyze two possible operation strategies: operation by contents or by product chain.The Tong Dao Group practices a lot in internet-literature and cartoon and improves the profits of Internet-literature successfully.However,IP operations brought many challenges to Internet-literature.First of all,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.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 the whole digital comics industry for better development of IP operation.