新常态下文化产业IP开发的受众定位和价值演进

The Value Evolution of IP Development in the Cultural Industry Under the New Normal

IP(Intellectual Property,知识产权)是文化产业化进程中经济资本入注文化生产的产物。优质内容的明星IP具有广泛的受众基础和多元的开发价值,推动了文化经济的业态升级。"IP化"生产和"IP驱动",是文化产业进入新常态发展阶段后的主要生产范式。根据内容的生产时间和影响力的持久性,可将明星IP分为老经典(Old Classic)、新经典(New Classic)和快时尚(Fast Fashion)。三种明星IP具有独特的受众价值,能够满足不同受众定位的差异化需求。三种明星IP不是彼此割裂的,而是可以相互转化的,其价值演变的过程——不论是老经典IP的时尚化改编,还是快时尚IP的经典化沉淀,都在文化价值和商业价值的双重维度上具有重要的产业价值和文化意义。

Intellectual property has recently become a popular issue in the field of cultural industry due to the capital injections in content production in the process of industrialization. Star IP is a special kind of intellectual property which attracts a large number of fans and has significant franchise value. According to the time of content-producing and the persistence of its influence,star IP can be classified into three categories,that is,old classic,new classic and fast fashion. These three kinds of IPs have different audience values which can meet various demands. Different star IPs are not contradictory,but are interchangeable. Both the adaptation of classic IP and the accumulation of fashion IP are of important significance to culture and industrial development.