基于分众化媒体的动漫IP衍生产品个性化定制策略

Personalized Customization of Animation IP Derivatives based on Focus Media

伴随文化的多元性越发凸显,媒体传播也在潜移默化中走向了分众化,更加为受众的个性化需求所影响。大众的个性化需求不但影响媒体传播内容,也影响相关内容的生产、消费行为。近年来,这类影响尤为显著,甚至造就出影视、游戏、动漫等IP产业链,并在其蓬勃发展的带动下,出现了衍生品个性化定制消费。这类定制消费无疑标榜着相关产业的升级与成熟。基于对相关产业趋势的关注,笔者于该文中选择了动漫IP衍生产品的个性化定制消费作为探讨对象,意在解析分众化媒体下动漫IP衍生产品消费的特点、消费人群、定制消费的合理性,以及其未来的个性化定制产业发展策略。

With the cultural diversity becoming more and more prominent,the media communication is also moving towards the focus,which is more affected by the personalized needs of the audience.The individual needs of the public not only affect the content of media communication,but also affect the production and consumption behavior of relevant content.In recent years,this kind of impact is particularly significant,and even created the film and television,games,animation and other IP industry chain,and driven by its vigorous development,there has been personalized consumption of derivatives.This kind of customized consumption undoubtedly flaunts the upgrading and maturity of related industries.Based on the concern of the relevant industry trends,the author chooses the personalized customization consumption of animation IP derivatives as the research object,aiming to analyze the characteristics of animation IP derivatives consumption,consumer groups,the rationality of customized consumption,and its future development strategy of personalized customization industry.