基于“粉丝经济”的网络IP剧商业价值研究  

Research on Commercial Value of Network IP Drama Based on“Fan Economy”

作　　者：邹巧玲 关大我[2] ZOU Qiaoling;GUAN Dawo(Modern Creative Media College,Beijing Film Academy,Qingdao 266520,China;Northeast Normal University,Changchun 130117,China)

机构地区：[1]北京电影学院现代创意媒体学院,青岛266520 [2]东北师范大学,长春130117

出　　处：《上海商学院学报》2019年第6期50-60,共11页Business Economic Review

基　　金：上海市哲学社会科学规划青年课题“逻辑、交互和转化:互联网体验设计艺工融合机制与发展路径研究”(2019EWY010).

摘　　要：依托于互联网视频网站的发展和受众收视习惯的改变,网络IP剧在短时间内迅速崛起,成为一种新兴的文化商品,具有广阔的商业价值。相较于传统电视剧而言,互联网的传播特性为网络IP剧提供了更多的传播优势,这为其实现自身商业价值最大化提供了便利的条件。网络IP剧通过内容价值与衍生价值两个方面来获取商业价值,内容价值即剧集自身内容产生的分账收入与广告收入,衍生价值即在"粉丝经济"的作用下,因剧集内容的吸引力而推动的下游产业增值。因此,网络IP剧在创作上需以内容为王,不断优化内容,在宣传策略上要融合互联网平台的传播特性,才能紧抓粉丝数量,不断提升网络IP剧的商业价值。Relying on the development of Internet video website and the change of audience’s viewing habit,the Network IP drama has rapidly become a new cultural commodity and has a broad commercial value.Compared with the traditional TV series,the Internet provides more advantages for the Network IP series,which also provides convenience for the realization of its own commercial value maximization.Internet IP dramas acquire commercial value through content value and derivative value.Content value is the revenue from shares and advertising generated by the episodes’own content.Derivative value is influenced by the Fan Economy which may add value to downstream industries driven by the appeal of the show.Therefore,in order to grasp the number of fans and promote the commercial value of network IP drama,content should always be the key point and be well-optimized.

关 键 词：粉丝经济 网络IP剧 商业价值 价值增值 商业文化 

分 类 号：G223[文化科学]