摘要
摘要
随着互联网、大数据、云计算的深入发展以及与娱乐业的不断结合，IP发
展成为文化创意产业的一大浪潮，在各个领域得到了全面开发。大量的图书通过
影视、游戏等多种媒体形式转化为文化产品，为出版业提供了极高的版权增值。
图书位于产业价值链的顶端，其IP衍生品表现形式主要有有声读物、电影、电
视剧、游戏等，其衍生品形成的IP生态链可以为图书带来优渥的版权收益。M集
团作为一家综合性的文化创意产业集团，致力于提供全方位的内容产品，打造IP
全产业链运营能力，构建完整的内容产业生态。本文试图研究M集团图书IP运
营情况，以期为我国的图书IP开发和运营提供经验参照，对业内同类出版机构
和图书IP运营发展具有重要指导意义。
本研究通过文献研究法、案例分析法、深入访谈法，调查了解了M集团，利
用PEST模型分析M集团所处的宏观环境和欧亿·体育（中国）有限公司竞争环境，从资源和能力两方面
分析其内部环境。利用访谈和欧亿·体育（中国）有限公司分析法调研其图书IP运营的实际情况，找出
M集团图书IP运营目前存在整体规划能力不够、图书IP质量有所欠缺、衍生品
开发深度有限、营销陷入困境四大问题。在此基础上，再分析出 M集团图书 IP
运营存在问题的原因包括缺乏多元化运营经验和人才、追求商业利益而选题能
力不足、衍生品开发资质不足、市场营销风气不佳。最后借助价值共创理论针对
性地提出M集团需要与产业链、用户价值共创来优化图书IP运营，包括与产业
链的内容价值共创、渠道价值共创、异业价值共创，与用户的产品内容优化、产
品形态优化、服务体验优化。
本研究以 M集团为例，对公司现行运营环境进行分析和总结，分析其图书
IP运营存在的问题并提出优化策略，能够完善现有的相关成果，补充传统出版
企业当前图书IP运营研究较少的现状，具有一定的理论价值。同时M集团在图
书 IP运营中积累了成熟的欧亿·体育（中国）有限公司经验，对当前出版欧亿·体育（中国）有限公司图书 IP运营的发展及转
型有着重要的借鉴意义，也能够给从事图书IP运营相关服务的公司带来一定的
启示作用，提供可供借鉴的路径和方案。
I
摘要
关键词：图书IP；IP运营；产业链；优化策略
II
Abstract
Abstract
With the in-depth development of the Internet, big data and cloud computing and
the continuous combination with the entertainment industry, IP development has
become a major wave in the cultural and creative industries and has been fully
developed in various fields. A large number of books have been transformed into
cultural products through various media forms such as film,television andgames,
providing the publishing industry with extremely high value-added copyright. As a
comprehensive culturaland creative industrygroup, M Group iscommitted to
providing a full range of content products, building up the ability to operate the entire
IP industry chain and constructing a complete content industry ecology. This paper
attempts to studythe book IP operation of M Group, with a view to providing an
empirical reference for book IP development and operation in China, which is an
importantguideforsimilarpublishingorganisationsandbookIPoperation
development in the industry.
This study investigates and understands Group M through literature research, case
study and in-depth interviews,and uses the PEST modelto analyse the macro
environment and the competitive environment of the industry in which Group M is
located, and to analyse its internalenvironment in terms of both resources and
capabilities. Using the interview and data analysis methods toinvestigate the actual
situation of its book IP operation, we identified four major problems in Group M's book
IP operation at present: insufficient overall planning ability, lack of book IP quality,
limited depth of derivatives development and marketing in a difficult situation. On this
basis, the reasons for the problems in Group M's book IP operations were identified as
a lack of experience and talent in diversified operations, a lack of ability to select titles
for commercial gain, a lack of qualification in developing derivatives, and a poor
III