跨媒介衍生视角下构建IP价值评价体系的策略研究与建议
Strategy Research and Suggestions for Constructing an IP Value Evaluation System Based on the Perspective of Transmedia Derivation

IP是一种在当今中国市场，以各种商品形态广泛存在的营销概念。然而，由于缺乏有效的IP价值评价指标体系，中国市场下的各类IP的开发、运作过程无法得到有效的指导。本文基于跨媒介视角，通过阅读文献来探索IP价值评价指标体系的构建，结合层次分析法和专家调查法对IP价值评价指标体系赋权，在此基础上，本文以世界知名IP《东方Project》为例，使用模糊综合评价法展开了一项简单的实证研究。结果表明：要想让IP的跨媒介衍生发挥最大作用，保证IP符号–叙事体系的质量是重要前提；IP运作主体的形象和运作能力会影响消费者对其IP产品的评价；跨媒介衍生和社群运营在IP运作过程中起到了重要的补充作用。
IP is a marketing concept that widely exists in various product forms in the current Chinese market. However, due to the lack of an effective IP value evaluation index system, the development and operation process of various IPs in the Chinese market cannot be effectively guided. Based on a transmedia perspective, this article explores the construction of an IP value evaluation index system by reading literature. It combines the AHP and expert survey method to assign weights to the IP value evaluation index system. Based on this, this article takes the world-renowned IP “Touhou Project” as an example and conducts a simple empirical study using fuzzy comprehensive evaluation. The results indicate that ensuring the quality of the symbol-narrative system is an important prerequisite for maximizing the transmedia derivative of IP; the image and operational capability of IP operators will affect the consumers’ evaluation of its IP products; transmedia derivatives and community operations play an important complementary role in IP operation.