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近期爆火的IP究竟是怎么玩的？
時(shí)間：2016-01-23 09:05:19
文章發(fā)布：
原創(chuàng)作者：未知
來(lái)源：互聯(lián)網(wǎng)

忽然之間，IP一詞成為人們關(guān)注的焦點(diǎn)。各大廠商爭(zhēng)相斥資幾千萬(wàn)爭(zhēng)奪熱門IP授權(quán)，《瑯琊榜》、《羋月傳》、《尋龍?jiān)E》等大量的IP改編影視劇和相關(guān)游戲?qū)映霾桓F，樂(lè)視視頻1月20日公布未來(lái)將投入70億元扶植資金打造超級(jí)原創(chuàng)IP。IP好像突然間就火了，聊天時(shí)不喊上兩句“IP精細(xì)化運(yùn)作”，“大IP影游聯(lián)動(dòng)”好像就不算是文化圈里的人。那么IP到底是何方神圣？

什么是IP？

這里的IP不是我們很早之前接觸到的那個(gè)計(jì)算機(jī)技術(shù)名詞，我們這里要介紹的IP英文為intellectual property，其原意為“知識(shí)（財(cái)產(chǎn)）所有權(quán)”或者“智慧（財(cái)產(chǎn)）所有權(quán)”?，F(xiàn)在我們所說(shuō)的大IP，廣泛意義上來(lái)講是那些被廣大受眾所熟知的、可開(kāi)發(fā)潛力巨大的文學(xué)和藝術(shù)作品。然而IP不僅僅只包括簡(jiǎn)單的影視形象而已，從宏觀意義上來(lái)看，IP可以理解成一個(gè)關(guān)于“心智創(chuàng)造”的法律術(shù)語(yǔ)。它可能是一個(gè)承載各種新奇想法的工具（比如樂(lè)高玩具），也可能是一種傳統(tǒng)（比如潑水節(jié)），更可能是一個(gè)組織或傳統(tǒng)（比如門薩俱樂(lè)部和美國(guó)童子軍BSA）。

存在意義和如何火起來(lái)的？

長(zhǎng)久以來(lái)我國(guó)文化產(chǎn)業(yè)知識(shí)產(chǎn)權(quán)保護(hù)相對(duì)真空，國(guó)人文化產(chǎn)權(quán)意識(shí)還未扎根。而知識(shí)產(chǎn)權(quán)保護(hù)有利于激發(fā)創(chuàng)作者的創(chuàng)作熱情，讓創(chuàng)作者在從中受利，同時(shí)讓社會(huì)受益。正是有了這些法律保護(hù)，才使得那些創(chuàng)作者的“心智創(chuàng)造”成為“無(wú)形資產(chǎn)”，讓創(chuàng)作者不用靠情懷吃飯。

至于IP是如何火起來(lái)的，這里要提到一個(gè)較為尷尬的中國(guó)特色：“盜版”。幾十年來(lái)，凡是在國(guó)內(nèi)公開(kāi)發(fā)表的文學(xué)，影視，音樂(lè)等藝術(shù)作品，無(wú)一逃脫得了盜版的魔掌。國(guó)內(nèi)傳統(tǒng)的文化產(chǎn)業(yè)逐漸從一開(kāi)始的嚴(yán)厲打擊，發(fā)展到后來(lái)慢慢適應(yīng)盜版利用盜版的一種商業(yè)模式。而IP的火爆也許是國(guó)內(nèi)文化產(chǎn)業(yè)扳回局面的一個(gè)轉(zhuǎn)折點(diǎn)。盜版的優(yōu)勢(shì)就是可以讓一個(gè)IP幾乎零成本的積累的海量的粉絲，海量的關(guān)注度，海量的影響力。目前比較熱門的玩法是從文學(xué)、電影、游戲這三個(gè)環(huán)節(jié)中任意一個(gè)環(huán)節(jié)孵化出一個(gè)有影響力的熱門IP，然后依靠盜版積攢大量人氣，通過(guò)其他環(huán)節(jié)或者衍生品獲得巨額利潤(rùn)實(shí)現(xiàn)變現(xiàn)。單看排名靠前的 《花千骨》衍生出來(lái)的相關(guān)手游，月收入超過(guò)2億人民幣，而IP運(yùn)營(yíng)變現(xiàn)方式遠(yuǎn)遠(yuǎn)不止于此，這就解釋了為什么IP目前這么火，賣的這么貴。

如何運(yùn)作？

傳統(tǒng)的IP運(yùn)作大致按照小說(shuō)-編劇-電影-電視-音像出版物-游戲-動(dòng)漫-玩偶-周邊-明星-粉絲-社群的流程進(jìn)行，其中做游戲是快的變現(xiàn)方式，2015年前20的熱門IP幾乎都涉及了游戲。而目前比較標(biāo)準(zhǔn)的運(yùn)作模式是購(gòu)買熱門IP、制造話題、拍劇變現(xiàn)，如《太子妃升職記》。

（以上圖片源自網(wǎng)絡(luò)）

泡沫or 機(jī)會(huì)？

近年來(lái)，我們周圍出現(xiàn)了一大堆熱門詞語(yǔ)例如：“大數(shù)據(jù)”、“互聯(lián)網(wǎng)思維”、“虛擬現(xiàn)實(shí)”等等。當(dāng)一個(gè)有故事可講的行業(yè)涌入了大量熱錢，它就會(huì)形成一個(gè)泡沫，“IP就是一個(gè)例子。IP一火，市面上雨后春筍般涌現(xiàn)出許多有關(guān)IP運(yùn)營(yíng)的公司，那么IP只是一波熱錢的概念炒作還是未來(lái)一個(gè)必然的發(fā)展方向？

筆者認(rèn)為，真正優(yōu)秀IP能夠影響一代人甚至幾代人。大眾在娛樂(lè)的過(guò)程當(dāng)中，能夠從IP中得到知識(shí)、情感、道德等各種素質(zhì)的提升和滿足，并愿意一直跟隨下去。而一個(gè)成功的IP孵化不僅僅需要IP本身內(nèi)容優(yōu)秀，更需要專業(yè)的運(yùn)營(yíng)。所謂專業(yè)首先需要真正理解消費(fèi)者的需求，其次有足夠的渠道資源把這個(gè)IP打造成為可以轉(zhuǎn)換為具有商業(yè)價(jià)值的載體（電影、電視、游戲、周邊）。目前大多數(shù)運(yùn)作較為成功的IP都是眼球經(jīng)濟(jì)下的產(chǎn)物，筆者認(rèn)為當(dāng)IP創(chuàng)作和IP運(yùn)營(yíng)完全獨(dú)立開(kāi)來(lái)，這樣的創(chuàng)作出來(lái)的IP才有更高的文化屬性和藝術(shù)價(jià)值，IP運(yùn)營(yíng)這條路才會(huì)走得更遠(yuǎn)。

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