摘 要

21世纪10年代以来，网络文学网站龙头——阅文集团的成立，网络文学IP影视化改编热潮的爆发，以及大众数字化娱乐及移动支付习惯的养成共同开启了以网络文学IP为内容基础的泛娱乐产业链运营时代。网络文学IP中蕴含的市场价值已经成为娱乐行业不可忽视的经济支柱，其核心“内容”将成为未来我国娱乐行业乃至服装、饮食等刚需行业的竞争基础。

本文以大量文献、案例研究和笔者所做问卷调查及个人访谈所得的数据为基础，第一部分绪论主要对阅文集团发展史和国内外网络文学IP运营现状进行了综述。第二章详细研究了以阅文集团为例的网络文学IP多元化发展策略，阅文集团旗下网站内容运营流程和其主要盈利模式。第三章主要研究了我国网络文学IP运营绩效的提升对策，结合实际案例详细分析了我国网络文学IP运营过程中所面临的机遇与挑战，存在的问题及对策，并对我国知识产权保护方面的“抓”和“放”进行了论述，阐明了同人创作对于完善IP泛娱乐产业链及增强IP可持续发展能力的作用。随后利用比较法，对我国网络文学IP未来发展的两种模式进行利弊和可行性分析。第四章总结全文，得出通过精准定位，将网络文学IP品牌化，“虚拟角色”产品化的运营策略，利用泛娱乐产业链运营深度挖掘IP潜在价值并注重对其口碑、形象的适时维护，以求长久的可持续的发展。本文采用最新阅文集团及旗下IP运营案例，具有时新性、数据详实、结合该群体真实“痛点”、“痒点”等特点，在丰富学科理论，指导现实实践方面都具有一定的意义。

关键词：网络文学IP；阅文集团；泛娱乐产业链；二次创作

Abstract

Since the beginning of the 21st century, the establishment of a big network literature website enterprise which named “China Reading Limited”, the outbreak of the video adaptation around the network literature domain, and the development of popular digital entertainment and mobile payment habits opened the time of pan-entertainment industry chain which based on the Internet literature IP. Because of its market value, Network literature IP has become the nonnegligible economic pillar of the entertainment industry, its core "content" will become the basis of competition of Chinese entertainment industry and even clothing, catering and other industries in the future.

Based on a large number of literatures, case studies and the author's questionnaire survey and interviews, the first part of the introduction mainly focuses on the development history of “China Reading Limited” and the current situation of IP operating at domestic and abroad. In the second chapter, we study the development of diversified strategy of network literature IP, content operation process of websites which belongs to “China Reading Limited” as well as its main profit model. The third chapter mainly studies the improvement of IP operation performance of Chinese network literature. Combined with the actual case, author detailed analysis the opportunities and challenges as well as the problems and countermeasures of Chinese online literature IP operation process，meanwhile，China's intellectual property protection aspects of the "grasp" and "put" were discussed, expounded the function of doujinshi to improve the IP Pan-entertainment industry chain and enhance the ability of IP sustainable development, using the comparative method to analyze the pros and cons and feasibility of the two modes of the future development of network literature IP. The fourth chapter summarizes the full text, obtained through the precise positioning, operating the network literature IP as the way which operate brands, operating "virtual character" as the way which operate product. Depth digging the potential value of IP by using the pan-entertainment industry chain operation and focus on its reputation, the image of the timely maintenance, in order to long-term sustainable development. this paper use the latest IP operation case of “China Reading Limited”, through the new detailed data, combined with the group real "pain point", "itching point" and so on, it has a certain significance in riching discipline theory and guiding the practical practice .

Key words: Network literature IP，China Reading Limited，Pan-entertainment industry chain, Secondary creation

目录

第一章 绪论………………………………………………………………… 01

1.1研究背景…………………………………………………………………01

1.2研究意义…………………………………………………………………02

1.3研究内容和思路…………………………………………………………03

1.4研究方法及创新点………………………………………………………03

1.5文献综述…………………………………………………………………05

第二章 网络文学IP运营模式研究…………………………………………06

2.1 网络文学IP运营多元化策略…………………………………………06

2.1.1网络文学IP的影视化运营…………………………………………06

2.1.2网络文学IP的游戏化运营…………………………………………08

2.1.3网络文学IP的动漫化运营…………………………………………09

2.1.4网络文学IP的周边运营……………………………………………10

2.1.5网络文学IP新运营领域探讨………………………………………11

2.2阅文集团IP内容运营流程分析……………………………………… 13

2.2.1网络IP的筛选体制…………………………………………………13

（1）大数据筛选制…………………………………………………………13

（2）编辑推荐制………………………………………………………13

2.2.2网络IP的培育体制…………………………………………………14

（1）分级签约制……………………………………………………………14

（2）责编跟进负责制…………………………………………………14

2.2.3作者社群运营 ………………………………………………………15

2.3阅文集团IP盈利模式研究 ……………………………………………16

2.3.1VIP章节付费盈利模式 ………………………………………………16

2.3.2数字出版盈利模式……………………………………………………17

2.3.3粉丝经济盈利模式……………………………………………………17

2.3.4“大IP”的泛娱乐产业化盈利模式…………………………………18

2.3.5广告投放盈利模式……………………………………………………19

第三章 网络文学IP运营绩效提升对策分析…………………………………20

3.1当前网络文学IP运营的机遇与挑战……………………………………20

3.1.1网络文学IP运营面临的机遇…………………………………………20

（1）内容需求机遇……………………………………………………………20

（2）大众意识机遇……………………………………………………………20

（3）娱乐行业“造星”机遇…………………………………………………21

（4）文化环境机遇……………………………………………………………21

3.1.2网络文学IP运营面临的挑战………………………………………………22

（1）内容矛盾…………………………………………………………………22

（2）粉丝群体矛盾……………………………………………………………22

（3）定位与改编方式矛盾……………………………………………………22

（4）实际观感与虚拟预期矛盾………………………………………………23

3.2网络文学IP运营现存缺陷及对策 ……………………………………………23

3.2.1网络文学IP运营现存缺陷分析………………………………………23

3.2.2网络文学IP运营绩效提升方法……………………………………………23

（1）将IP定位并进行针对性运营…………………………………… 24

（2）改变产业链的单向性形成完整闭环……………………………………24

（3）将“井喷”策略改为“系列精品”策略……………………………………25

（4）O2O机制…………………………………………………………………25

（5）有关知识产权保护法的探讨和完善……………………………………26

3.3网络文学IP运营发展方向…………………………………………………… 26

3.3.1一体制 ………………………………………………………………………27

3.3.2中介制…………………………………………………………………………28

第四章 结语………………………………………………………………………29

第五章 致谢………………………………………………………………………31

第六章 参考文献………………………………………………………………………32