Abstract:
In the context of the Chinese creative industries and the digital age, this study derived a definition of theater IP from the general point of view and the context of the Internet: 1) the theater original work, which is protected by IP law for its creativity and originality, where the protected interests include ownership of rights and interests; 2) having a high degree of market recognition and exhibiting both cultural communication value and commercial worth; and 3) as a core factor that increases the integration and expansion activity of the theater with other creative industries and media communication channels. In addition, the research employs the Chinese theater company Mahua FunAge as an example and, through the evolution of its ecosystem from 2014 to 2018, found out that the theater and its IP development ecosystem, which is composed of various symbiotic units, symbiotic environment, and development framework, follow the organization goals in the symbiotic environment to form a dynamic relationship of resource exchange and value creation. Furthermore, the study employs critical analysis in order to gain insights into the development strategies adopted by Mahua FunAge and aims to provide recommendations for Chinese theater and its IP development from talent management strategy, IP content management strategy, branding strategy, and marketing strategy. In general, the research provided an important opportunity to advance the understanding of theater IP. The wider goal is to promote effective marketization and commercialization processes on an industrial scale in the theater industry.
