媒介融合视角下影视IP产业链的开发与营销

From the Perspective of Media Convergence, the Development and Marketing of the Film and Television IP Industrial Chain

摘要: 在媒体深度融合、文化跨界融合的背景下，许多影视IP的改编与打造还局限在“文字–影像”的浅层的跨媒介叙事与改编。如何利用技术的发展，将新趋势与新技术应用于影视IP的开发以及产业链的运营与打造是IP产业链发展的新方向。本文以《繁花》《去有风的地方》为案例，从影视IP的发展现状出发，发现文旅融合，延伸产业链的电商营销，融合新技术的跨媒介传播，能够更大范围地辐射受众，实现跨圈层传播，文章结合案例，探索融媒体时代下，影视IP开发与营销的逻辑与路径，为新媒体环境下的影视IP提出合理的跨媒介发展理论参考与策略。

Abstract: In the context of the profound integration of media and the cross-border convergence of culture, the application of new technologies to the exploitation of film and television Intellectual Properties (IPs) and the operation and development of the related industrial chain has emerged as a novel direction in the development of the IP industrial chain. Taking Blossoms Shanghai and Meet Yourself as case studies, this paper reveals that the integration of culture and tourism, e-commerce marketing that extends the industrial chain, and cross-media dissemination incorporating new technologies can effectively reach a broader audience and facilitate cross-segment communication. Through a detailed analysis of these cases, this paper delves into the logical framework and practical approaches of film and television IP development and marketing in the age of converged media. The aim is to provide a sound theoretical foundation and strategic guidance for the cross-media development of film and television IPs within the new media environment.