A Study On The Image Derivation And Value Of The Czech Little Mole IP Spreading Across Time And Space

The cultural and creative industry is entering a stage of high-speed and high-level of development and is becoming increasingly globalized.The animation industry is an indispensable part in this trend.The Czech animation Little Mole’s IP has experienced in this context cross-country communication over a half a past century and it presents many complex phenomena such as text derivation,product derivation,and image transformation.This thesis takes the Czech animation Little Mole’s IP as the analysis object with its spread,acceptance and derivation in China.The scope of the investigation and research attention focuses on the following three aspects:(1)The brand design and brand value of "The Little Mole’s Story" original IP,its dissemination and acceptance,and the development and sales of its peripheral products in China;(2)The innovative transformation of the derivative "the Panda and Little Mole" IP in terms of visual image,story creation,theme connotation etc.,the dissemination and acceptance,the production and sales of its peripheral products in China;(3)Research on the value-added strategy of the Little Mole’s IP brand in the context of contemporary consumer society and its cultural industries,specifically from three perspectives: One is based on the perspective of intellectual property protection,suggestions on the protection of Little Mole’s IP brand and its brand preservation.The second is based on the perspective of globalization and localization,the suggestions on the derivation and value-added of the Little Mole’s brand IP.And the third is based on the perspective of aesthetics and commercialization,suggestions on the development,design and marketing of Little Mole’s IP peripheral products.Accordingly,this research aims to provide a certain reference value for the investigation and strategy analysis of IP industrialization through case study.