Consumer research based on the consumption of IP virtual derivatives

Abstract

In the context of industrial development, IP can be understood as "copyright", i.e., ownership of cultural products with a wide audience base and commercial exploitation value. IP virtual derivatives are a special form of IP derivatives in the midstream of the IP licensing and development industry chain. Users and consumers in the downstream of IP virtual derivatives industry chain are one of the most important parts of the industry chain, and industry development needs to understand users' preferences and needs in order to develop more special and irreplaceable products in the competitive market, harvest users' attention and traffic, and finally complete product realization.