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当前位置： 首页 > 新闻 > 业界动态
近期爆火的IP究竟是怎么玩的？
时间：2016-01-23 09:05:19
文章发布：
原创作者：未知
来源：互联网

忽然之间，IP一词成为人们关注的焦点。各大厂商争相斥资几千万争夺热门IP授权，《琅琊榜》、《芈月传》、《寻龙诀》等大量的IP改编影视剧和相关游戏层出不穷，乐视视频1月20日公布未来将投入70亿元扶植资金打造超级原创IP。IP好像突然间就火了，聊天时不喊上两句“IP精细化运作”，“大IP影游联动”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？

这里的IP不是我们很早之前接触到的那个计算机技术名词，我们这里要介绍的IP英文为intellectual property，其原意为“知识（财产）所有权”或者“智慧（财产）所有权”。现在我们所说的大IP，广泛意义上来讲是那些被广大受众所熟知的、可开发潜力巨大的文学和艺术作品。然而IP不仅仅只包括简单的影视形象而已，从宏观意义上来看，IP可以理解成一个关于“心智创造”的法律术语。它可能是一个承载各种新奇想法的工具（比如乐高玩具），也可能是一种传统（比如泼水节），更可能是一个组织或传统（比如门萨俱乐部和美国童子军BSA）。

存在意义和如何火起来的？

长久以来我国文化产业知识产权保护相对真空，国人文化产权意识还未扎根。而知识产权保护有利于激发创作者的创作热情，让创作者在从中受利，同时让社会受益。正是有了这些法律保护，才使得那些创作者的“心智创造”成为“无形资产”，让创作者不用靠情怀吃饭。

至于IP是如何火起来的，这里要提到一个较为尴尬的中国特色：“盗版”。几十年来，凡是在国内公开发表的文学，影视，音乐等艺术作品，无一逃脱得了盗版的魔掌。国内传统的文化产业逐渐从一开始的严厉打击，发展到后来慢慢适应盗版利用盗版的一种商业模式。而IP的火爆也许是国内文化产业扳回局面的一个转折点。盗版的优势就是可以让一个IP几乎零成本的积累的海量的粉丝，海量的关注度，海量的影响力。目前比较热门的玩法是从文学、电影、游戏这三个环节中任意一个环节孵化出一个有影响力的热门IP，然后依靠盗版积攒大量人气，通过其他环节或者衍生品获得巨额利润实现变现。单看排名靠前的 《花千骨》衍生出来的相关手游，月收入超过2亿人民币，而IP运营变现方式远远不止于此，这就解释了为什么IP目前这么火，卖的这么贵。

如何运作？

传统的IP运作大致按照小说-编剧-电影-电视-音像出版物-游戏-动漫-玩偶-周边-明星-粉丝-社群的流程进行，其中做游戏是快的变现方式，2015年前20的热门IP几乎都涉及了游戏。而目前比较标准的运作模式是购买热门IP、制造话题、拍剧变现，如《太子妃升职记》。

（以上图片源自网络）

泡沫or 机会？

近年来，我们周围出现了一大堆热门词语例如：“大数据”、“互联网思维”、“虚拟现实”等等。当一个有故事可讲的行业涌入了大量热钱，它就会形成一个泡沫，“IP就是一个例子。IP一火，市面上雨后春笋般涌现出许多有关IP运营的公司，那么IP只是一波热钱的概念炒作还是未来一个必然的发展方向？

笔者认为，真正优秀IP能够影响一代人甚至几代人。大众在娱乐的过程当中，能够从IP中得到知识、情感、道德等各种素质的提升和满足，并愿意一直跟随下去。而一个成功的IP孵化不仅仅需要IP本身内容优秀，更需要专业的运营。所谓专业首先需要真正理解消费者的需求，其次有足够的渠道资源把这个IP打造成为可以转换为具有商业价值的载体（电影、电视、游戏、周边）。目前大多数运作较为成功的IP都是眼球经济下的产物，笔者认为当IP创作和IP运营完全独立开来，这样的创作出来的IP才有更高的文化属性和艺术价值，IP运营这条路才会走得更远。

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