Harry Potter IP Operations Study

In the context of today’s multi-media era,the concept of "IP" has gradually broken through the meaning of "intellectual property" in the field of law and become a new business model of cross-border and serialized operation of content prototypes,whose products are special cultural products that combine commerciality,art and mass media.Its products are special cultural products that combine commerciality,artistry and mass media,and have become an important battleground for cultural trade in various countries.What’s more,IP is responsible for the export of products as well as the export of culture,which subconsciously achieves the dissemination and imprinting of certain values.The United States is the world’s IP industry powerhouse,which is now expanding and covering the world at an astonishing speed,successfully operating many worldclass IPs such as "Harry Potter","Mickey Mouse" and "Marvel Universe".In contrast to the development of China’s IP industry,although we have made great progress,we are still unable to compete with world-class IP in terms of economic benefits,international competitiveness and influence.Therefore,exploring the success factors behind the world-class IPs and providing references for the development of China’s IP industry will help to achieve a win-win situation for both the economic and cultural aspects of China’s IP industry.Using case studies,textual analysis and online ethnography,the thesis takes "Harry Potter" IP as the object of study,finds the combination of "Harry Potter" culture and business,content and form from the perspective of communication,and comprehensively grasps this IP from two dimensions: cultural characteristics,business The thesis attempts to explore the reasons why "Harry Potter" has maintained its vitality around the world over the past 25 years since its introduction,and continues to expand and extend the research results to draw inspiration from the operation of China’s IP industry.The thesis is organized in four parts.The first part is a comprehensive overview of the "Harry Potter" IP,including the biography of the author J.K.Rowling and an overview of the content of the seven Harry Potter novels.The second part is an overview of the operation of the "Harry Potter" IP.The second part is a study of the cultural characteristics of the Harry Potter IP,using the layered model of film interpretation to analyze the role of its product content in the psychological level of the audience.In the storytelling layer,the infinitely extended story world gives the IP great room for growth,and the suspenseful narrative techniques and heroic adventure narrative mode provide audiences with great aesthetic pleasure;in the inner structure layer,the proclamation of common values such as justice and love can help cure the materialistic problems of the present world.Harry Potter" has completed the construction of quality content from the above three levels.The third part explores how"Harry Potter" maximizes its industrial value from three perspectives: copyright operation,product development,and communication strategy.The product development centered on audience experience,in the progression of "imaginable-watchable-touchable-interactive-immersible",and the communication strategy centered on fan participation.Through the global fan marketing and the creation and dissemination of the same person,we can realize the continuation of IP life.The fourth part is to expand and extend the experience of "Harry Potter" operation,and believes that in order to stand firmly in the international market,domestic IP should take the initiative to learn the successful experience of other countries’ IP operation.In terms of content production,domestic IP needs to focus on creating a growing story world and doing a good job of interpreting Chinese culture worldwide;in terms of commercial operation,it needs to achieve a deep layout of the whole industry chain,the creators need to undertake the task of upholding the brand image,and pay attention to the interactive advantages of the audience group in the marketing process.It will help improve the international competitiveness of domestic IP and achieve a win-win situation in terms of economy and culture.