Research On The Development Strategy Of Animation IP From The Perspective Of Hypermedia Narrative

2012 is the first year of "IP".Before that,tencent proposed to create a multi-domain symbiosis circle of "pan-entertainment" and became the first enterprise to lay out the pan-entertainment ecosystem.The so-called "pan-entertainment" refers to the development of the current mobile Internet,with IP as the core,to create a new Internet development path of "star IP",the use of fans economy,to maximize IP benefits.The concept was proposed in 2011 by cheng wu,vice President of tencent group.IP can be a story like an anime or a novel,a character or anything else that has a huge fan base.After three years of cultivation and practice of IP pan-entertainment,the industry chain with IP as the core shows great commercial value.In the process of IP mining and development,a large number of independent ideas and contents are added,which makes the original IP endowed with more powerful vitality,forms the exponential growth of the original value of IP,and makes IP pan-entertainment layout become a new trend of China's cultural industry.In the process of IP development,multi-domain symbiosis exists between Internet and mobile Internet.Moreover,the enterprise breaks through the original marketing mode,takes the Internet as the node,opens up the road of synchronizing online and offline,and realizes the new way of combining the derivation and reengineering of the industrial chain.As a member of China's cultural industry,animation industry occupies a place in the field of cultural output and secondary economy.More and more excellent works have been presented on the big screen,entered the public eye and gained considerable commercial benefits.Tencent group under the layout of the generic strategy of entertainment,tencent anime is committed to promoting China's animation industry,by cultivating the high-quality goods anime IP,interdisciplinary authorization,television,film,games,surrounding,etc.,to encourage domestic animation output,the content of the original author to help creator access its multidisciplinary resources system,maximum limit to star in the cultivation of IP,main force to support domestic animation culture and mission.Tencent anime represent a great epitome of China's animation industry,is dedicated to the development of cartoon IP typical,tencent cartoon,for example,this paper explain the anime IP in China under the background of development process and status quo,with super media narrative theory as the breakthrough point to look at the cartoon IP in all directions,tencent is analyzed on the animation in the super media narrative perspective for anime IP development strategy,supplemented by tencent animation quality IP "fox demon little matchmaker" case,to sure the animation of the development of IP,available for reference at the same time,according to the theory of Chinese animation IP development optimization Suggestions.