Take Shanghai Disney as an Example to Explore the IP Development and Marketing Ideas

Abstract

In today's market, IP in the Chinese context deviates from "Intellectual Property" in its original sense, and the IP we call now adds to the new cultural connotation in the context of pan-entertainment. The so-called IP is not a traditional intellectual property right, but a concept extended from the Internet ecosystem in the Internet era. For example, literary or cultural works like games, animation, and games with high attention and traffic can be called IP. In addition, IP is not a commodity that be directly purchased by consumers, but IP content is first acquired by major companies, followed by the secondary creation and industrial chain development of IP individuals, and finally, consumers can purchase and experience the material or non-material carrier formed by IP. In recent years, thanks to the in-depth integration of media development, different media platforms have been fully utilized and effectively integrated, so that better communication channels and a broader audience market are being steadily formed. The IP industry in China is developing rapidly in literature, television, games, film, and other fields. This paper with IP industry giant - Disney group, for example, shows that by observing the development path of Disney IP, and conducting in-depth analysis and research, one can understand the current domestic IP need to enrich their original story, attach great importance to the production of high quality content, not lose Chinese unique style, also want to diversify their development vitality. At present, domestic IP should pay attention to increasing the vitality of content innovation and production, and pay attention to media integration and promotion. While creating high-quality original content, we should pay attention to the audience experience, accurately locate the audience, help people establish an emotional connection, and thus form a long-term transmission and receiving relationship. At the same time, actively improve the IP operation industry chain (online and offline), expand the realization channels, and promote the domestic IP to glow with new vitality.