摘要从二十世纪末至今，网络文学这片领域不仅涌现出大批优秀的网络文学作家，他们的优秀作品为当下娱乐市场提供了大量热门IP，还为之聚集了大批的忠实粉丝。随着以开发IP为发展核心的“泛娱乐”思想出现，网络文学改编影视剧成为一种流行，一直不被主流文学承认的网络文学在经过改编拍摄后已成了市场的“新宠”，甚至催生出大量原著改编的网络游戏等衍生品。那么作为曾经发布网站上的网络文学，是如何转身变成眼下世人追捧的热门IP，本文将已此问题为源头，通过梳理网络文学十多年的发展过程，调查相关的业内资料包括网络文学行业现状、网络文学市场数据整理以及网络文学转变为文化产品的原理分析，通过4c营销理论论证网络文学的商业化运作过程以及如何催化市场，分析网络文学IP的价值化的可能性。除此之外，本文也针对当下网络文学被市场捧热后所暴露出来的问题进行分析总结，并创造性的提出打通线上线下泛娱乐产业链，确定以互联网移动端为核心的解决方法。42674

关键词：网络文学；IP改编；商业化发展；4C营销理论

 Commercial Development of Network Literature Analysis

Abstract

Since the end of the twentieth century，Emerged a large number of excellent network literature writers in the field of network literature.Their excellent works not only provide a number of popular IP for the entertainment market，but also brought a large number of fans.Tencent company vice President Wuchen offered to create IP as the core idea of entertainment.Adaptation to become a popular content of network literature，ever not been recognized by the mainstream literature of network literature in adaptations has become a market to be bestowed favor.Even create a large number of adaptation of the derivatives such as online games.So as the network literature once published on the website，how to be turned into the world of popular IP right now? In this article, we will start to this problem，through combing the development of the network literature more than ten years，check the relevant industry information including network literature industry status，organize network literature market data and analysis of network literature how into the cultural products.Argument the commercial operation of network literature and how to catalytic market through the 4C marketing theory.Analysis of the possibility of network literature IP of value.In addition to，This paper is aimed at the present network literature has been exposed by market with high attention，and creative proposed a way to get through online to offline entertainment industry chain，put forward the solution of mobile Internet as the core.

Key Words: Network literature;  IP adaptation;  Industrial chain;  The Marketing Theory of 4Cs

目 录

目 录 1

摘  要 2

Abstract 3

一 绪论 4

（一） 研究目的 4

（二） 研究方法 4

（三） 研究意义 5

二 网络文学的定义与发展过程 5

（一） 网络文学定义 5

（二） 网络文学的发展阶段 6

三 网络文学的商业化现状分析 7

（一） 商业化发展的必然性 7

（二） 网络文学热门IP的商业化分析 9

（三） 以《盗墓笔记》为例分析其IP价值 网络文学的商业化发展分析+4C营销:http://www.751com.cn/wenxue/lunwen_43185.html