Hot Internet IP Receiving Popularity among Investors in Films and TV Series Industry —A Case of Nirvana in Fire 

摘要：本篇论文旨在分析网络热点IP的影视化改编深受投资方亲睐的原因。在消费者行为和跨媒体整合营销的理论指导下，通过文献阅读，网络搜索的研究方法，此课题有了四方面的发现。首先，《琅琊榜》作为最火的网络小说之一，读者倾向于支持其影视化改编的电视剧，其本身就具有良好的粉丝基础。第二，不同于传统题材老旧的电视剧，《琅琊榜》题材较为独特新颖,更贴合现代观众的口味。第三，《琅琊榜》有很长的产业链,包括从电视剧到游戏到周边产品。第四，《琅琊榜》未播先火，投资方可以通过微博、豆瓣、微信等社交网络吸引大众的兴趣和对《琅琊榜》的认知，可以节省营销成本。尽管热度很高但《琅琊榜》初期收视并不高，投资方后期通过“网台联动”来推动了后续收视，占尽跨媒体传播的优势。此次研究结果的意义在于通过《琅琊榜》的案例，窥见投资者的未来投资意愿，反思现在和推测未来影视业的发展状况。

关键词：IP,《琅琊榜》，投资方亲睐

Abstract: This paper aims at analyzing the reasons why films and TV series adapted from hot internet intellectual property (IP) have received popularity among investors. Under the theoretical frameworks of consumer’s behavior and integrated marketing, and via the research methods of on-line observation and close reading, this study has achieved four findings. First, as one of the hottest novels on the internet, Nirvana in Fire has a good fan foundation in that the readers of the novel tend to support the adopted TV series. Second, different from the conventional and outdated themes of other TV series, Nirvana in Fire has a unique and fresh theme, which is easier to satisfy the taste of contemporary audiences. Third, Nirvana in Fire has a long industrial chain from the TV series to games and peripheral products. Forth, Nirvana in Fire has become hot before it is officially put on the air because the investors can attract people’s attention and raise people’s recognition about it through social networks such as Weibo, Douban, and Weixin, which have saved the costs of marketing and advertising. Even though Nirvana in Fire does not receive high rating at the beginning, the investors promote the rating via combining the platform of TV and Internet together. The significance of the research findings lies in that, through the illustration of Nirvana in Fire, people can consider and predict the current and further development of films and TV series industry.

Key words: IP, Nirvana in Fire, popularity among investors