Research On IP Operation Of Network Literature-oriented Animation In China Reading

Domestic animation of China has been developing slowly for a long time in the past.The fundamental reason is that there are no good stories that touched people.With its novel stories and rich imagination,internet literature has won the favor of a large number of young users.The explosive development of Internet Literature IP has promoted the rapid growth of domestic animation.After the adaptation of Internet Literature into animation,animation can also continue to feed back Internet Literature using the effect of fan economy,enhance the search enthusiasm of network novel and expand its influence.This paper chooses China Reading as the research object,because when we pay attention to the operation of animation IP.We find that China Reading carries out the layout of animation,games,movies,TV dramas and other fields actively as a network literary company.Up to now,it has accumulated more than 8 billion animation viewcounts on demand,and it has become the production company that produces the most animation products in China and attract the most public attention.In the long process of development,China Reading has formed a mature mode for the operation for network Literature-oriented animation IP,and built a pan-entertainment industry ecosystem including publishing,film and television,games and derivatives.From the perspective of promoting the development of animation IP by network literature,this paper studies how the China Reading develops animation IP by taking advantage of its huge animation resources under the pan-entertainment environment,and analyses its animation IP operation mode,current situation and problems.Firstly,the concepts of IP,animation IP and network literature are defined,and the operating background of reading animation IP is analyzed systematically.Secondly,from four aspects: content operation,author operation,channel operation and industrial chain operation,this paper specifically analyses the current animation IP operation of Reading Group.This paper divides the operation mode of animation IP of Reading Group into spontaneous mode and planned mode,and combines the classical case of reading animation IP operation to analyze.Finally,it points out the problems existing in the animation IP operation of China Reading and gives some optimization suggestions from the aspects of content and marketing.Through the analysis of the operation mode of animation IP of China Reading,it is found that big data technology can be used to customize personalized content for users,carry out cross-media operation with IP as the core,and carry out IP joint development and marketing to promote the development of domestic animation.