文学IP全版权运营策略——后“杜拉拉”时代博集天卷出版品牌的构建

Literature IP Full Copyright Operation Strategy:The Construction and Reflection of the Publishing Brand of Erudite Volumes in the Post“Du Lala”Era

泛娱乐生态链背景下催生出的以热门文学IP改编为核心的全版权运营模式,成为传统出版试图突破日渐式微困境的新路径。在出版销量超400余万册的《杜拉拉升职记》三部曲后,中南博集天卷文化传媒有限公司基于“畅销书量产平台”的品牌优势,通过积极挖掘IP资源、多领域跨界联动以及转换阅读场景,以全版权运营策略实现出版生态链的有效联动。立足于后“杜拉拉”时代的博集天卷的转型升级与品牌塑造,折射出品牌构建中出版精神、编辑队伍素养与读者信任三者的重要性,并以此推动具有人文精神的出版品牌塑造。

Under the background of pan-entertainment,the full copyright operation mode with popular literature IP adaptation as the core has emerged,which is becoming a new path for traditional publishing to change and break through the declining predicament.After publishing more than 4 million copies of Du Lala’s Promotion trilogy,Zhongnan Boji Tianjuan Cultural Media Co.,Ltd based on the brand advantage of“best seller mass production platform”,through actively mining IP resources,cross-border interaction in multiple fields and changing reading scenes,to achieve effective linkage of publishing ecological chain with full copyright operation strategy.Based on the transformation and upgrading and brand building in the post“Du Lala”era,this paper reflects the importance of publishing spirit,professional degree of editing team and reader trust in brand building,so as to promote the building of publishing brand with humanistic spirit.