IP春藥或靈藥？中國原著小說IP改編影視作品市場研究

近幾年來，IP泛娛樂產業在文化娛樂領域內掀起了熱潮。由原著小說IP改編的影視作品越來越受到投資方和觀眾的青睞，在電影、電視、網路等平臺上的播放數量也不斷增長。本文通過文獻分析法、問卷調查、作品網路留言評價分析等方法，剖析中國原著小說IP改編影視作品的市場現狀，並從中歸納總結行業內普遍存在的問題。本研究發現在IP熱潮之中，存在著包括IP改編作品缺乏內涵、質量參差不齊，與產業鏈開發、市場運作不夠成熟等問題。通過總結與反思當前國內IP泛娛樂產業內部存在改編影視作品質量尚待提高、市場運作尚未成熟、業者短視近利、IP有價無市等問題，予以剖析討論和警醒，希望有助於IP泛娛樂產業更健康、穩健地發展。

關鍵字

泛娛樂； IP熱潮；改編；影視作品

並列摘要

In recent years, Media Franchising which extends intellectual property(IP) rights to more than two media has become a trend in the field of culture and entertainment. More and more investors and audience prefer to choose film & television works which were adapted from original novels. At the same time, the amount of broadcasting of these works in theatres, on the television, or on the Internet are rising rapidly. This article explores the development background of the IP industry through literature analysis, and studies customer satisfaction of adapted film & television works by questionnaire survey and evaluation of online messages in order to find common problems among the development of IP industry in China. The result of research finds that the problems of IP adaptation industry are lack of cultural connotation, expectation disconfirmation, and the immaturity of the industrial chain and the market operation, etc. Besides investing for expanding the quantity of intellectual property rights, the industrial participants should make more effort on production quality for improving consumer satisfaction, and learn from the operation of Japanese production committee (Seisaku iinkai Hōshiki) to solve industrial structural problems.