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  • 當前位置: 天涯書庫 > 超級IP:互聯網新物種方法論 > 后記

    后記

    《場景革命:重構人與商業的連接》出版后,很多人表示角度提得好,但概念多,方法少。有趣的是,對戰略負責的企業創始人或CEO反而都有共鳴,不到一年的時間,我們差不多與30多家互聯網企業、20余家傳統企業的創始人有過面對面溝通,深刻感受到,面對移動互聯網甚至虛擬現實等新技術的焦慮,需要知其然,更要知所以然;需要有意識,更要有行動。

    2015年10月起,場景實驗室啟動,專注于場景的研究、商業實驗和投資孵化,包括場景力模型、場景互聯網實驗。我們還和洛可可、吳曉波頻道、京東眾籌、時趣互動等合作伙伴共同發起了新物種實驗計劃。2016年3月,在中國服裝論壇與易觀智庫合作發布了《場景白皮書2016》,不少服裝企業的問題是,互聯網加速了商業場景的顛覆,品牌怎么做,產品如何研發,客戶怎樣經營。換句話說,大家都覺得變天了,新的莊稼怎么長出?

    新的場景會長出新的東西,所以互聯網新物種的提法是準確的,但從方法論上怎樣一目了然?2014年開始從泛娛樂領域爆紅的IP概念給了我們不少啟發。2015年下半年,我把IP理論擴展到包括泛娛樂在內的所有產業,相繼提出了“IP簇”“IP連接”“IP電商”等概念,并在長江商學院、黑馬營、吳曉波頻道、聯想之星、領教工坊、混沌研習社等學習場合做了各種闡釋,尤其針對學員的困惑用IP打造方法解決問題,在商業模式設計、品牌互聯網戰略、場景電商運營等方面效果顯著,這給了場景理論進一步落地和落實的機會。如果說場景革命側重理論提煉,那么超級IP關注的就是商業方法。

    《超級IP:互聯網新物種方法論》就是這樣因緣際會誕生的,它更注重方法層面的指導,但依然是一本只有年輕人才能看懂的商業教科書。我堅信,深入體察年輕人的消費精神和生活方式,我們才有機會看懂未來已經到來,無謂是否流行的新生事物:像凱文·凱利說的進托邦和形成,用戶會制造出我們今天對VR內容的所有期待和體驗,受眾也會和我們共建AI。以人為中心,我們就會理解為什么超級IP的本質是一種魅力人格。

    感謝徐小平老師百忙中親自作序,感謝張嫻、鄭婷兩位老師的精心策劃,感謝薛秀麗、馬丁、王若師的悉心統籌,感謝楊柳的鞭策。感謝中信出版集團盧俊、朱虹等各位老師。感謝一直陪伴成長的1307。謝謝上文提到的學習機構與社群。定義出自己的賽道,何其之難,然而我們有幸共同見證新物種和超級IP在風口被定義的可能性。王煜全老師勉勵我,勤奮專注于風口的洞察,這本身就是正確姿勢,一并致謝。《刺客聶隱娘》有句臺詞,“一個人,沒有同類”。這真是超級IP的最好注腳,崛起于平臺,然而不屬于任何人,還須天生爆款,自帶流量,卻不能是流水落花春去也。必須像導演侯孝賢,或者像謝海盟《行云紀》一書最后的一段話:秋水長天。隱娘,采藥老者和少年,三人同行。前面就是津渡,水氣凌空,蒼茫煙波無盡。

    縱使千般低回,萬種寄托,新物種仍舊呼之欲出。

    2016年3月31日

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