出版企业是直接的市场主体，在开放的市场环境下，越来越多的出版企业和民 营公司重视 IP 运营，全面布局，或是寻找转型升级契机，或是为自身的可持续发展 寻找新的营收增长点。但是对于专业性较强的传统出版社，能找到适合自己的 IP 运 营模式并在 IP 项目转化中获得良好的收益，还存在诸多的问题和不小的阻力，如缺 乏互联网思维、内容源头狭窄、组织架构不健全、缺少完善的商业模式，等等。这 极大地限制了出版社利用 IP 运营为自身价值增值以及多元化发展的战略施行。鉴于 蕴含巨大收益的市场，出版社迫切需要找到涉足 IP 运营以及 IP 产业链的运营策略。 本文在研究过程中选用了文献分析法和案例分析法，以相关研究为参考，运用 波特五力模型等方法分析出版行业的宏观环境，用资源能力分析法分析 SD 出版社的 IP 运营资源及经营能力，在此基础上对 SD 出版社以图书出版为核心主业的 IP 运营 策略进行研究分析，从 IP 运营的市场发展和 IP 产业链运营等方面出发，结合我国出 版企业 IP 运营的现状，紧扣 IP 的核心要素，对 SD 出版社目前的 IP 运营现状进行 了深入剖析，联系未来 IP 版权运营的走向，总结 SD 出版社存在的问题，研究在 IP 产业链运营中 SD 出版社适合发展的方向。最后从内容储备、品种调整、人才引进、 平台搭建、机制转化等方面提出关于 SD 出版 IP 运营的策略，希望以此来帮助 SD 出版社继续扎根图书主业、寻求多元化的发展之路。本文指出，出版企业进行 IP 运 营，要建立在优质版权的基础之上，不断地拓宽渠道，确保出版社能够实现跨媒介、 跨行业和和区域经营，使 IP 运营为出版社增值。 关键词，IP 运营 IP 产业链 策略 出版社V 华 中 科 技 大 学 硕 士 学 位 论 文 Abstract Publishing enterprises are the direct market entities. In an open market environment, more and more publishing enterprises and private companies attach importance to intellectual property operation, either by seeking opportunities for transformation and upgrading or by seeking new revenue growth points for their own sustainable development. However, for traditional publishing houses with strong professionalism, they can find their own intellectual property operation model and obtain good benefits in IP project transformation. There are still many problems and no small resistance, such as lack of Internet thinking, narrow content source, unsound organizational structure, lack of perfect business model, etc. This greatly limits the implementation of the publishing house's strategy of using intellectual property operation to add value to its own value and develop in a diversified way. In view of the market with huge profits, publishing houses urgently need to find operating strategies to get involved in intellectual property operation and IP industry chain. In the process of research, this paper chooses literature analysis method and case analysis method, uses relevant research as reference, uses five forces model and other methods to analyze the macro environment of publishing industry, and uses resource capacity analysis method to analyze the intellectual property operation resources and management capacity of SD Publishing House. On this basis, it studies and analyzes the intellectual property operation strategy of SD Publishing House with book publishing as its core business, starting from the market development of intellectual property operation and the operation of IP industry chain. Based on the current situation of China's publishing enterprise intellectual property operation and the core elements of IP, this paper makes an in-depth analysis of the current situation of SD Publishing House in intellectual property operation, and in connection with the future trend of IP copyright operation, summarizes the existing problems of SD Publishing House, and studies the suitable development direction of SD Publishing House in IP industry chain operation. Finally, the paper puts forward the strategy of SD publishing intellectual property operation from the aspects of content reserve, variety adjustment, talent introduction, platform construction, mechanismVI 华 中 科 技 大 学 硕 士 学 位 论 文 transformation, etc., hoping to help SD publishing house to continue to take root in the main book industry and seek a diversified development path. This article points out that publishing enterprises should establish their intellectual property operation on the basis of high-quality copyright and continuously expand channels to ensure that publishing houses can realize cross-media, cross-industry and regional operation, so that intellectual property operation can add value to publishing houses. Key words: IP operation IP industry chain Strategy Publishing houseVII 华 中 科 技 大 学 硕 士 学 位 论 文 目 录 摘要............................................................................................................IV Abstract...........................................................................................................V 图目录............................................................................................................IX 1 绪 论.........................................................................................................1 1.1 研究背景及意义 ..................................................................................1 1.2 相关文献及实践评述 ..........................................................................3 1.3 研究内容及方法 ................................................................................10 2 IP 运营视角下 SD 出版社的现状及挑战..............................................12 2.1 SD 出版社简介 ..................................................................................12 2.2 SD 出版社 IP 运营外部环境分析.....................................................13 2.3 SD 出版社内部环境分析 ..................................................................19 2.4 SD 出版社 IP 运营存在的挑战.........................................................23 3 SD 出版社 IP 运营策略 ..........................................................................26 3.1 IP 运营策略制定依据........................................................................26 3.2 “内容＋图书出版”的 IP 运营策略...............................................28 3.3 “内容＋影视”的 IP 运营策略.......................................................30 3.4 “内容＋周边产品”的 IP 运营策略...............................................33 4 SD 出版社 IP 运营策略的实施保障......................................................34 4.1 打造专业 IP 运营人才队伍...............................................................34 4.2 建立有效的激励机制 ........................................................................37 4.3 成立 IP 运营部门...............................................................................39VIII 华 中 科 技 大 学 硕 士 学 位 论 文 4.4 构建互联网平台 ................................................................................39 4.5 加强版权保护 ....................................................................................40 结束语.............................................................................................................42 致谢.............................................................................................................43