面向场景的融合:出版机构IP化经营的策略探讨

Convergence Oriented on Scene: IP Management Strategy of Publishing Organization

对于出版机构来说,IP化经营从理念到系统性、可行性的策略与方式还需经过长期探索和反复实验。由于面向场景的融合能够引导出版机构实现跨越式发展、推进商业模式创新、提升IP在融合生态中的影响力,所以这是IP化经营的可行思路。文章在分析以IP为核心推进场景融合的内在逻辑后,认为可从强化场景思维应用、社群运营、打造"场景力"、提升IP内容与受众连接的契合程度、介入社会生活等几个方面,深化对IP化经营策略的探讨。

IP management is a systematic and feasible strategy for publishing organizations which needs lots of explorations and experiments. Convergence oriented on scene can guide publishing organizations to achieve leaping development, advance the business model innovation and promote the influence in the ecology of convergence media. This paper analyzes the logic of scene convergence oriented on IP and researches the IP operation strategy by strengthening the applications of scene thinking and community operations, creating ＂scene force＂, improving the fitting level between IP content and audience, and getting involved in social life.