| With the overwhelming swept of global culture,the cultural industry has become one of the core industries in the new economic era and an important engine of economic development.The phenomenon of "IP fever" is closely related to the prosperity of cultural industry.On one hand,commodities have been gradually endowed with more meaning with the prosperity of cultural industry,they have become a strong stimulation of consumption.On the other hand,the commercialization of cultural products has promoted the continuous development and expansion of IP industry,which has become the driving force to promote the development of cultural industry.As a world-famous giant in IP entertainment industry,Disney has founded a complete IP industry chain after exploring and experimenting for more than 90 years.From the perspective of historical development,“It all started with a mouse”.Since the successful publish of its first cartoon IP-Mickey Mouse,Disney has come out with a series of classic cartoon images such as Snow White,Cinderella,Bambi,and Pinocchio and so on.Disney established its brand by an abundant variety group of cartoon IPs,which is not only well-spread and upgraded in the United States,but also spread to the world under the package of universal values.In terms of the industry chain,Disney has set foot on multiple operating platformsincluding TV,theatre,home theater,music publishing.It also launched cross-border collaborations with well-known brands and cooperation.With their powerful influence,Disney has climbed its way up to the top leader of the entertainment industry.Specifically,the core of Disney IP industry can be concluded as two components: cultivation and realization.In terms of IP cultivation,Disney takes film and television production as its source and implies a production mode of originality,adaptation as well as acquisition.However,modes are often marked by the characters of the cultural industry.The images created by Disney reflect the social spiritual outlook at their times,catering to the taste of the market and audience.Especially,as a popular culture,the path of modeling is inevitable.Fortunately,Disney continuously seeks for alteration and ultimately covers the emotional resonance of audience by IP model replication and multiple variations,as well as the vertical subdivision of super IP,attracting the audiences and leveraging the market.The Disneyland and its derivatives play an essential role in terms of realization.As a real kingdom of film and television IP,Disneyland breaks the gap of identity and social status in real world by experiencing activities and ritual carnivals.With the convenience of brand economy,Disneyland offers the tourists a strong emotional attribution and achievesprofit growth through fan economy.On the other hand,market of derivatives leans on the common consumption psychology in consumer society.Products with a Disney title is not only practical products but also a symbol of taste,affection and identity.On the surface,Disneyland is committed to breaking the identity gap,while derivatives are building identity differences.The seemingly contradictory components exactly fit the characteristics of today's consumer era: people are emotionally alienated and consume comparatively,but eager for warmth and equality and social recognition.Finally,from the perspective of the whole IP industry of Disney,a variety of advantages and experiments can be gained.In terms of IP operation,Disney creates contents with good quality,establish emotional ties with customers and view culture with science and technology.A unique style of its own is formed from different aspects of contents,markets and techniques,catering to the emotional requirements of audience and demonstrating cultural connotation relying on science and technology.In addition,Disney insists on the integration of global and local elements,the connection of online and offline linkage is its principle of dissemination,the construction of IP ecosphere is the key to its industry stability. |
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