Explore the IP-based Development of New Media on the Internet : Taking WeChat Public Platform as an Example

Abstract

With the intensification of market competition and audience differentiation, IP-based development has become an important development tool for online new media. The paper summarizes the three main models of vertical matrix, horizontal linkage and cooperative authorization for IP development of online new media, taking WeChat public platform as an example, and points out the considerations for IP development of online new media, such as user demand-oriented, original content-based, maximizing value through the development of diversified products and continuous effective fan interaction.