好莱坞“漫威”与国产“西游记”电影IP运营比较研究

Comparison Research of Operating Film's IP Between Hollywood's "Marvel" and Domestic "Journey to the West"

近年来,我国出现了"IP热"现象,一个成功IP的打造并不是有了一个好的创意就可以成功,而是需要一整套成体系的工业流程,并联合多方资源一同打造,还要有严格的IP运营方式去指引每一个细节。当前,面临好莱坞电影全面入侵,中国电影只有苦练真正的"内功",去拼故事和情怀,才有成功的可能。而好莱坞工业化的IP运营流程,值得中国电影产业学习借鉴,从而摸索出一套适合中国的产业模式,并大规模打造超级电影IP。

The phenomenon of 'IP Fever' has appeared in China in recent years. To build a successful IP is not only a good idea, but also a whole set of system of industrial process, and combined with many resources. There should be strict IP operations to guide every detail. In the face of a full-scale invasion of Hollywood movies, Chinese film only practice a real 'internal strength', in the stories and feelings to be successful. And Chinese film industry is worth to learn from Hollywood IP operation process of industrialization, aims to figure out a set of suitable for Chinese industrial model, and create the super IP of Chinese film.