Research On Selection Strategy Of Authorization Mode Of Cultural And Creative Products Based On IP Value

With the increase of China’s national income and the improvement of residents’ cultural consumption ability,the cultural and creative industries are developing rapidly.With the continuous strengthening of intellectual property protection in China,IP for cultural and creative products has entered a period of opportunity for development.Some cultural IPs with strong influence have greatly improved the utilization of cultural resources and promoted the spread of excellent culture through licensing.IP authorization involves intellectual property rights and copyright operation,which makes IP value evaluation the basis of authorization strategy selection.The authorization transaction mode of IP owners and other participants in the IP authorization process is not clear,and no scientific authorization strategy has been formed.Therefore,it is of great significance to explore the licensing mode selection strategy of IP owners and third-party operators based on the IP value of cultural and creative products.This paper takes the IP of cultural and creative products as the research object,comprehensively uses the theoretical methods of factor analysis,game modeling,simulation and so on,and on the basis of analyzing the factors affecting the IP value of cultural and creative products,constructs a game model with the rational participation of all parties,and analyzes the selection strategy of IP owners’ authorization mode.The specific research contents of this paper are as follows:1.Factor analysis of the IP value of cultural and creative products in museums.From the perspective of IP owners,with the IP of cultural and creative products as the object,this paper analyzes the factors that affect the evaluation of the IP value of cultural and creative products.Through factor analysis,13 factors including Baidu index,We Chat index and Weibo index are reduced to three main factors.The three factors of user participation,popularity and development affect the evaluation of IP value by influencing consumer demand,and then affect the choice of IP owner’s authorization mode.2.IP production authorization and operation authorization mode strategy of cultural and creative products.Based on IP value,by establishing a Stackelberg masterslave game model including IP owners and third-party operators,we explore how IP owners choose the licensing mode for the development of cultural and creative products in the face of consumer price and quality sensitivity.The conclusion is verified and sensitivity analysis is carried out by numerical simulation.IP owners will choose the production authorization mode when the production cost of cultural and creative products is high or consumers are sensitive to product quality;When consumer demand is more sensitive to price,they prefer the operation authorization mode.3.The operation authorization mode creates the product IP authorization contract strategy.Analyze the three forms of profit sharing between the IP owner and the third party operator: one-time licensing fee,fixed licensing fee and proportional licensing fee,establish the corresponding Stackelberg master-slave game model,and analyze how the IP owner chooses the optimal contract strategy.When the IP owner’s bargaining power is weak,and the consumer’s price sensitivity coefficient is moderate or insensitive,the IP owner will choose a fixed license fee contract in order to obtain the maximum profit.When the consumer’s sensitivity to price is at a high level,the IP owner chooses the proportional licensing fee contract.In the process of licensing,the IP owner should conduct in-depth analysis of consumer needs,evaluate the value of the IP to be authorized,select the IP with development prospects,cooperate with the third party operator in the form of contract,and select the appropriate licensing model to achieve the unity of economic and social benefits according to its own ability to negotiate,develop,produce,sell and promote.