摘要
互联网和数字技术的发展催生了文化产业新业态——数字文创,全媒体融合的趋势也促进了IP的生产与营销,IP战略下的数字文创发展空间和市场需求在不断扩大。数字文创IP具有商品与社会的双重属性,知识产权利益平衡理论旨在平衡IP生产者的个人利益与社会公众利益。IBC理论是数字技术运用下的新型传播范式,强调IP品牌生成、营销的全过程管理、资源充分利用和选择最佳组合媒介传播。由于我国IP存在开发利用不足、技术水平低、内容同质化和盗版严重等问题,结合理论与实践提出构建数字文创产业链、全媒体联动营销、建立数字版权保护系统、引导IP有序竞争、开展国际合作的可行性路径,以便提升IP生产效率、内容质量与数字化水平,激励内容与科技创新,多方面保护数字版权,为我国优质数字文创IP打造提供参考。
The development of Internet and digital technology has given birth to a new form of cultural industry-digital cultural creation.The trend of all-media integration has also promoted the production and marketing of IP.Under the IP strategy,the development space and market demand of digital cultural creation are expanding.Digital cultural and creative IP has the dual attributes,one is commodity and other is society.The theory of intellectual property interests balance aims to balance the personal interests of IP producers and the public interests of society.IBC theory is a new communication paradigm under the application of digital technology,which emphasizes the whole process management of IP brand generation and marketing,the full utilization of resources and the selection of the best combination of media communication.On account of lacking of development and utilization of IP,the technology level is low,the content homogeneity and serious problems such as piracy,combining theory and practice of construction of digital text and the industrial chain,the whole media joint marketing,to set up the digital copyright protection system,guide the IP and orderly competition,develop international cooperation,the feasibility of path,IP in order to improve the production efficiency and the quality of content and digital level,encouraging content and technological innovation,protecting digital copyright in various ways,providing reference for building high-quality digital cultural creative IP in China.
作者
张军
孙诗棋
Zhang Jun;Sun Shiqi
出处
《中国文化产业评论》
2021年第2期330-348,共19页
Commentary on Cultural Industry in China
基金
国家社科基金艺术学项目“构建我国特色文化产业立法体系”(16BH126)的阶段性成果
关键词
数字文创
IP战略
理论
方法
版权
digital cultural creation
IP strategy
theory
method
copyright
