Research On Communication Strategy Of Comedy IP Operation In New Media Environment

In the 1980 s,China's reform and opening up and the cultural industry gradually recovered.Under the macro background of the country's vigorous development of creative industries,Happy Twice,as a platform-derived IP,has already been derived from a wide range of media platforms,such as television,movies,and the Internet,and its commercial value,artistic value,and The universal meaning is worth studying and learning.This article will carry out the main part of the thesis from the development of contemporary Chinese comedy IP,the core and value of comedy IP,the practice and practice of comedy IP,and the summary and recommendations.First of all,I will introduce the development status of Chinese comedy IP,which is represented by Jackie Chan's “Kung Fu Comedy” IP,Stephen Chow's “Nothing Comedy” IP,Feng Xiaogang's “New Year's Eve” IP,and Xu Wei's “?” IP.It is maturing,the comedy style is obvious,and IP operations and communications are rapidly developing and growing.Secondly,the core and value of the comedy IP are summarized: "a play" : from the stage play;"a style" : from the humor around;"a attitude to life" : grassroots optimism,happy twist After grasping its comedy IP core,it has created a 5 billion-yuan entertainment industry,and the hidden IP core and business value behind it are worth exploring and analyzing.Then,focusing on "Happy Twist" as a sample,it is divided into four parts:stage drama,variety entertainment,comedy film,comedy experience and training.It analyzes its strategy and gains and losses for more than ten years,and tries to comb and construct the comedy IP in the new media environment.The operational communication framework,and finally rethink the value of the comedy IP core,pointing out the importance of the comedy IP core for the spread of comedy IP operations.The collapse of the comedy IP core is a key issue in the spread of comedy IP operations.On the basis of the above,this paper will also try to propose suggestions and strategies for the spread of comedy IP operations in the new media environment.For the operation and dissemination of comedy IP,in addition to developing IP value and channel construction,learn to trace the origin and return to the IP core.Activate and build on.The continuous activation and construction of the IP core is an important guarantee for IP walking.The development and development of comedy IP can be greatly improved and developed.