Research On The Extension Of Industrial Chain Of Internet Literature IP Based On The Perspective Of Emotional Cosumption

The well-advanced development of Internet information technology has broken the traditional development mode of literature industry.The IP industry of network literature has basically come into being and showed the vast development potential.At present,the IP industry chain of domestic network literature has basically formed.However,the development of IP industry in network literature still lacks systematic development programming and operation mode.The overall development is very disordered,and faces great opportunities as well as severe challenges.The research on the extension of IP industry chain of network literature is very important to construct the IP industry ecosystem,promoting cultural industry transformation and upgrading,and promoting the long-term development of China's economy.The scholars have made an intensive study of the related issue of network literature,which covers the development situation of the IP industrial on network literature,the construction of the IP industrial on network literature's chain and the IP operations on network literature.But there is little literature which are based on emotional consumption.And there is still lack of literature which are combined with case analysis method to study the extension of IP industry chain on network literature.Based on this,the research analyzes the promotion mechanism of the extension of the network literature industry chain IP from the perspective of consumer sentiment.According to the results,it highly explores the mode of OSMU and two paths of extending network literature IP industry chain.The former is about the extension of network literature IP industry chain promoted by emotional consumption;the later is dominated by IP owners and fans.The research shows:First,at present,the use of the OSMU model for online literature IP has enabled the development of publishing,film and television,comics,games,stage plays,offline real-life experiences,and tourism projects.However,the development of projects such as theme parks is still lacking.In addition,audience's emotional consumption also plays an important role in all aspects of development.However,not all IP-authorized developers use audience's emotional needs as the consideration factor for IP operations,but as results show that the IP operation of audience participation has realized better benefits.Second,China's current network literature IP operations are mainly based on the official development path,and most of the modules under the OSMU model have beenimplemented.However,the specific implementation process and cooperation of each link are not yet mature.The emergence of audience emotional consumption,cultivation,extension and maintenance seems to be an audience spontaneous gradual progress,in fact,it requires the IP operator to carry out unified planning and guidance,since the coordination and cooperation between all links affect the operational effect of the entire IP industry chain.However,the copyright of network literature IP derivatives,namely the adaptation rights of movie and television dramas,game adaptation rights,peripheral product development rights,etc.,are each granted to different companies for their own development.The development companies lack effective interaction mechanisms and the rhythm of IP derivatives launch,marketing and other aspects cannot cooperate with each other,and adapted works of the same kind may also occupy each other's market share.In addition,most enterprises that obtain IP copyrights lack long-term operational planning,their IP development is limited to the single use of rights of adaptation.Each company is only satisfied with the use of adapted works to make short-term gains.IP does not sustain its vitality and cannot generate maximum benefits,causing a huge waste of IP resources.Thirdly,fan-led fan development paths,along with the growth of IP,are in full swing.This role of fans derivatives development path is beyond the reach of licensed IP operating companies in the process of extending the IP industry chain.However,at present,only a few fans creators can be officially authorized to engage in official screenwriting and production work.In a word,this development path is still in an unorganized state,with characteristics of large in number,wide in range,strong arbitrariness and great development potential,that is,such kind of development path does not fully play its due role in the process of extending the IP industry chain of network literature.If this type of fan power is used rationally,and proper planning of such a fan development path will have an effect that is incomparable to the official development path.The main innovations of this study include:(1)Perspective innovation.Most of the existing literature materials are based on the perspective of producers,and they only analyze certain link of the industry chain of network literature IP.In this study,the author shifts the research perspective from producers to consumers,and fully considers the emotional needs of consumers,explores the extension of industrial chain of network literature IP based on emotional consumption characteristics of the audience of online literature,which broadened the research entry point of network literature IP to some extent.(2)Method innovation.CiteSpace software is used for the first time to draw knowledge graph of IP research in network literature.Through the quantitative study of the growth and distribution of IP literature in network literature,the knowledge graph and development of the research field are displayed,and new trends in research in network literature IP are identified.(3)Content innovation.For the first time,author of this research proposes a dual-path model for the extension of the industry chain of Internet literature IP with development of official derivatives dominated by Internet literature IP owners and development of Internet literature IP fans derivatives dominated by fans.In this study,the important affective factors that are implicit in previous studies become explicit,which proposes a new direction for research on the extension of IP industry chain in network literature,and enriches the content of IP research in network literature.