Study On Innovation Diffusion Network IP Series "Ghost Blows Jingjue Ancient City"

In the era of new media,network drama,a new media product,has been sought after by a large number of users.In 2014,the total traffic of the network drama rose to 22.9 billion in 2015 and 12.3 billion in 2014.By 2016,the number of IP writers has risen to 89.2 billion,and the flow of IP has quadrupled in three years.The number of IP writers changed from 2014 to 2016 and the volume of playback have increased obviously,and the trend of the number of writers changed by IP has been steady.Compared with 2014,the increase reached 189.5%,compared with 2015,the increase was 48.6%;It can be seen that the spreading effect of network IP drama in recent years is outstanding.Among them,in December 2017,the "Ghost blowing Lamp" series of network drama "CEIS2" The second Annual Conference of China's Entertainment Industry won three awards:"Best Show full case Marketing","Best Entertainment Integrated Marketing" and "Best Pre-film Advertising/Patch Advertising and Marketing case".The network IP drama "the Ancient City of Ghost blowing Lamp" has achieved a good effect of innovation diffusion,so this article chooses this play as the object of study.First of all,the paper analyzes the innovative attributes of the network IP drama"Ghost blowing Lamp",and the innovator of the Network IP drama "Ghost blowing Lamp".Among the 330 users surveyed by the author,58.2%of them were innovated in 2.5%with E.M.Rogers.There are significant changes in the adopters.Network IP drama "ghost blowing lights of the ancient city" through the new media platform innovation spread.Its innovation diffusion model and the innovation diffusion process of E.M.Rogers era have some changes.Combined with the development characteristics of network IP drama,this paper based on E.M.Rogers' innovation diffusion theory.This paper analyzes the five attributes of the innovation of the network IP drama "Ghost blowing Lamp" and puts forward the innovation attribute of the play:re-innovation.The relative superiority of the play is mainly reflected in the reputation of the original works of the online novels and the actual performance of the actors,and the compatibility is mainly reflected in the promotion mode of the play and the demand side of the users.Face;complexity is mainly due to the linear narration of the drama and clearly reflects its low complexity and low testability;mainly from the trailer,the drama of the posters,non members of the watch in the drama scene simulation system and the conference site to build four points from the play;observability the contents,themes,and several advertising actor show;IP network drama new mainly from the original novel adaptation of IP reflected.Secondly,this paper analyzes the diffusion process of network IP series "ghost blows Jingjue ancient city through>quantitative research.The innovation of the decision process,and the communication channels are specificBased on the new media communication channel,the new media communication channel is based on the new media communication channel and has the transmission effect of "virus type" based on the new media communication channel.network IP play The innovation diffusion mode of ghost blowing lamp is changed from that of E.M.Rogers era.This paper puts forward the characteristics of the innovation diffusion process of the network IP drama"Ghost blowing Lamp","the Innovation Diffusion Model of the Ancient City of Lamp blowing." Innovative interactive diffusion model.Finally,through the research and analysis of this paper,the author summarizes the shortcomings of the current network IP drama in the process of innovation diffusion,and puts forward several solutions.In order to help in the future network IP drama to achieve good innovation diffusion effect.