《庆余年》IP运营策略分析
Analysis of the IP Operational Strategy of Qing Yu Nian
王佳佳 1李世娟1
作者信息
摘要
2024年5月,万众期待的《庆余年2》开播,引起了大众的广泛关注和讨论,并且创下多项纪录.毫无疑问,《庆余年2》是2024年上半年最热的电视剧之一.研究以《庆余年》为分析对象,聚焦网络文学IP的运营策略与价值链架构.通过对《庆余年》在源头层、维持层、变现层和实体层的运营表现深入分析,探究和揭示该IP如何有效整合资源,将其转化为强大的市场影响力和商业成功.研究结果不仅丰富了对网络文学IP运营机制的理解,也为其他网络文学IP的商业发展提供参考和启示.
Abstract
In May 2024,the much-anticipated Qing Yu Nian Ⅱ commenced broadcast,attracting considerable public interest,and establishing a number of records.It is beyond dispute that Qing Yu Nian is one of the most popular television dramas of the first half of 2024.This study takes Qing Yu Nian as its object of analysis,focusing on the operational strategy and value chain structure of online literature IP.By conducting an exhaustive examination of the operational performance of Qing Yu Nian at the source layer,maintenance layer,realization layer,and entity layer,this study aims to elucidate the manner in which the IP effectively integrates resources and transforms them into a formidable market influence and commercial success.The findings not only enhance our comprehension of the operational mechanisms of online literature IPs but also serve as a valuable reference and source of inspiration for the commercial development of other online literature IPs.
关键词
网络文学/IP运营/《庆余年》Key words
Online literature/IP Operations/Qing Yu Nian引用本文复制引用
出版年
2024
NETL
NSTL
万方数据