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论文编号：	10307
作者编号：	2220160749
上传时间：	2018/12/5 20:25:57
中文题目：	SUNLIKE公司二次元IP的商业化研究
英文题目：	Research on the commercialization of two dimensional IP of SUNLIKE company
指导老师：	周建
中文关键字：	二次元;IP商业化;商业化策略;商业化评价
英文关键字：	Two Dimension;IP commercialization;Commercialization strategy;Commercial evaluation
中文摘要：	随着“泛娱乐”概念的提出，这种以明星IP为核心，贯通游戏、动漫、影视等多种文化创意业态的互动娱乐产业战略，逐渐成为文化产业的发展方向。同时，作为“泛娱乐”概念的细分板块，“二次元”也因其年轻态用户群体的商业潜力，由一个亚文化分支发展成为行业与资本关注的大众文化消费热点。 SUNLIKE公司是定位二次元领域进行二次创业的企业，围绕行业内存在的商业变现模式单一的普遍性问题，以“二次元IP商业化解决方案”为业务定位，为企业端用户提供专业的服务。但由于国内二次元行业尚处于发展初期，SUNLIKE公司在行业内并无成熟的对标企业或模式可以借鉴。因此，需要对二次元IP商业化进行系统研究，为未来的业务发展提供理论佐证与策略依据。论文综合运用传播学、社会学、管理学等多学科知识，以SUNLIKE公司的视角，探讨在“泛娱乐”背景下，企业如何认知二次元IP商业化的概念与内涵，并结合行业现状与自身定位，对二次元IP商业化的企业行动方案进行研究。首先，研究从对相关理论与文献的综述分析入手，对二次元、IP等影响本文研究的商业概念进行阐述，对商业化的相关理论文献进行整理和综述，并综合文化资源与文化资本的两个角度，对IP的概念与内涵进行了创新性的界定。之后，作者对论文的研究理论基点进行了明确。在核心概念方面，结合商业化的相关理论以及论文对IP价值增殖路径的分析结论，对二次元IP商业化的概念内涵进行推导。在实践分析方面，结合产业现状分析与案例分析，从产业链角度和企业视角对二次元IP的商业化模式进行归纳与分析。最后，结合企业的业务定位，将论文的理论基点与企业业务实践进行结合。一是，在系统分析企业业务的基础上，探讨企业在商业化不同阶段中采取的运营策略，如企业的IP资源整合策略、产品开发策略、市场运作策略以及IP价值管理策略。二是，从IP商业化的综合评价入手，从IP价值评估、商业化过程中的动态评价、商业化结果评价等三个角度，分析企业选择的评价机制与评价指标。三是围绕二次元IP商业化的持续性优化，对企业的相关保障措施进行探讨。关键词：二次元；IP商业化；商业化策略；商业化评价
英文摘要：	With the introduction of the concept of "pan-entertainment", the interactive entertainment industry strategy, with star IP as the core and through various cultural creative formats such as games, literature, animation, film and television, drama, has gradually become the main development direction of the cultural industry. At the same time, as a subdivision of the concept of "pan-entertainment", the "two-dimension" has gradually developed from a sub-culture branch into a popular cultural consumption hot spot of industry and capital concern because of its young user groups, fan cohesion and commercial development potential, ushering in a booming development. SUNLIKE is a second startup emerging enterprise positioned the two dimensional culture, focusing on the common problem of the only business monetizing model in the industry, taking the "two dimensional IP (TwoD-IP) commercialization solution"as the business orientation and providing B to B service of the TwoD-IP commercialization. However, since the development of domestic two dimensional culture is still in the early stages and the industrial segmentation market and business model are not yet clear, SUNLIKE has no mature benchmarking enterprise or mature models to follow in the industry, therefore, enterprises need to conduct systematic research on the commercialization of TwoD-IP to provide theoretical support and strategic basis for future business development. Based on the comprehensive knowledge of communication, sociology, management and other disciplines, this paper explores how to recognize the concept and connotation of the TwoD-IP commercialization under the background of "pan-entertainment" from the perspective of SUNLIKE Company, and studies the enterprise action plan of the TwoD-IP commercialization in combination with the current situation of the industry and its own positioning. First of all, starting with the analysis of related theories and literature, in this paper the business concepts that affect the research of this article, such as two-dimension and IP are expounded, then the relevant theoretical documents on commercialization are collated and summarized, and the concept and connotation of IP are innovatively defined from the perspective of integrating cultural resources and cultural capital. After that, the author makes clear explanation of the theoretical basis of the research. In terms of core concepts, combined with the relevant theories of commercialization, the concept connotation of TwoD-IP commercialization is deduced. In the aspect of practical analysis, combined with the analysis of industry status and case analysis, the commercialization mode of TwoD-IP is summarized and analyzed from the perspective of industry chain and enterprise, and the economic characteristics and market conditions of TwoD-IP commercialization are discussed. Finally, based on the SUNLIKE's business orientation, the clear theoretical basis point above is combined with enterprise business practice. First, on the basis of the systematic analysis of the enterprise business, this paper discusses the operational strategies adopted by the enterprise in different stages of commercialization, focusing on the enterprise's IP resource integration strategy, product development strategy, market operation strategy and IP value management strategy. Second, starting from the overall evaluation of the IP commercialization, the evaluation mechanism and evaluation indicators of enterprise selection are analyzed and studied respectively from the three aspects of the evaluation of IP value, the dynamic evaluation of the commercialization process, and the evaluation of the commercialization results. Third, the related optimization guarantee measures of enterprises are discussed and analyzed by focusing on the continuous optimization of TwoD-IP commercialization. Key words: Two Dimension；IP commercialization；Commercialization strategy；Commercial evaluation
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