Research On IP Operation Strategy Of Traditional Literature And Art Publishing Enterprises Based On Brand Value Chain

Literature and art works have become the main source of IP operation because of their twists and turns of plot,changeful scenes,rich roles and large shaping space.Some traditional literary and art publishing enterprises regard IP operation as an opportunity for industrial upgrading,and try to change from "sales content" to "sales copyright".They take film and TV series as the mainstream mode,and actively invest in the new format of "publishing + IP culture creativity".However,due to the loss of content under the impact of the network literature digital publishing platform,the negative chain effect caused by the weak capital strength,the limitation of business scope on IP derivative development and the lack of trust of the author on the IP operation ability of traditional publishing enterprises,coupled with the cooling of "IP hot",the attempts of traditional literature publishing enterprises to IP operation have been in trouble.In the face of the new outlet of content industry in the "5G" era and the era mission of "telling a good Chinese story",they urgently need to find an IPoperation path that conforms to their own reality and takes into account social and economic benefits.This paper holds that there is an internal relationship between IP operation and brand management of publishing enterprises.The formation of popular IP is essentially the brand refining of high-quality content.Therefore,based on the brand value chain theory of Kevin Lane Keller,this paper attempts to clarify the whole process of IP operation of traditional literary and Art Publishing Enterprises under the guidance of the criteria of brand equity evaluation.The first three parts of the value creation stage,namely "investment in marketing activities","customer mind" and "market performance",correspond to the first,middle and later stages of IP operation process respectively That is to say,"cultivate IP brand","accumulate IP fans" and "study,judge and enhance IP value",and finally form IP operation closed cycle.In the stage of cultivating IP brand,traditional literary and art publishing enterprises should first select high-quality IP by the editorial team based on the principle of double effect.On the one hand,from the perspective of literary and art works,publishing enterprises should establish an IP social benefit evaluation system based on satisfying readers' spiritual and cultural needs,aiming at shaping the IP that represents Chinese cultural elements,aiming at inspiring people's wisdom and reflecting mainstream values,and aiming at achieving cultural prosperity;on the other hand,they should adhere to the principle of "content is king",based on Best selling literary works to choose IP to ensure economic benefits.On this basis,at the level of "staff",the traditional literary and art publishing enterprises should focus on the introduction of IP operation management personnel,establish the IP operation Department responsible for planning and overall planning,attract excellent literary and art authors with the "IP broker" mode,and achieve literary and art re creation with the help of outsourcing and crowdsourcing.In the dimension of "product",they should follow the principles of uniqueness,value and excellence,and create diversified IP derivatives based on the reality through the mode of "book to book","text to image","text to goods" and "text to scene".In the dimension of "communication",IP integrated communication should be combined withcross-border and sea going.At the level of "transaction activity",the third party support should be actively sought in IP operation.In the stage of accumulating IP fans,traditional literary and art publishing enterprises should deepen the brand recognition of IP,support the brand association of readers and capture the matching points between IP and popular culture.They should build a solid IP circle culture around single literary and art works,single authors and single works,and win readers' good brand attitude and high brand loyalty.They should actively hold brand related activities,and innovate fans' economic playing methods.In the stage of research and evaluation and promotion of IP value,traditional literary and art publishing enterprises should establish the social benefit evaluation mechanism of literary and art works IP under the principle of double benefits,and take the three dimensions of premium,price elasticity and market share as the criteria of IP economic benefit.After assessing the value of IP,enterprises can use artificial intelligence to activate the interaction of literature and art IP according to their own strength,and further summarize the cost structure of IP operation and the ability of IP sustainable profitability,so as to explore new growth points of IP economic benefits.IP operation of traditional literary publishing enterprises is essentially related to the future of traditional publishing.This study is different from the "rational man hypothesis" of economics.It emphasizes the direction of social benefit from the perspective of publishing.Therefore,the professional advantages of publishers in ensuring content quality cannot be ignored.In this way,IP with lasting influence can be created and contribute to the promotion of national cultural soft power.