网络文学是互联网时代的新生事物，经过二十多年的发展，目前已成为泛娱乐产业链上最重要的原创内容载体，其商业价值愈发受到资本市场和知识产权交易市场的青睐。网络文学产业具有用户年轻化、文学包容性强、行业收入增长快和市场潜力巨大等特点。在数字经济和技术的双重驱动下，网络文学IP目前已逐步实现全链路的跨媒介转化，其衍生链路基本完成了现有主流娱乐方式的全面覆盖，可以源源不断地为下游的文化娱乐产业提供可改编的新颖原创内容，并为泛娱乐产业提供新的经济增长点。然而，作为一种新型内容载体，网络文学行业当前面临着衍生开发失序、版权交易价格虚高和泡沫化、知识产权保护不力和交易混乱等问题。为了促进网络文学行业的健康发展，需要制定统一的标准对网络文学作品的知识产权进行合理评估。因此，本文将主要关注网络文学IP各类衍生品的版权价值评估这一问题。本文首先对网络文学和网络文学知识产权相关的概念和文献进行分析，然后对网络文学产业的现状进行介绍，包括发展历程、产业链和衍生品开发路径。基于对现有文献和衍生品开发链路的研究，本文将网络文学作品的知识产权价值分为内容价值、平台价值和衍生价值三个部分，并构建出不同转化媒介下的衍生价值影响因素评估体系。在对传统评估方法进行比较分析后，本文选取收益法作为评估方法，基于DPCT模型搭建了改进的网络文学IP衍生价值评估模型，并采取AHP层次分析法和风险累加法分别确定分成率和折现率。最后，本文使用《难哄》作为评估案例以验证模型的适用性：首先对《难哄》的衍生品预期收益进行预测，再使用AHP分析法剥离出《难哄》的版权价值，最后将其折现为交易前版权价值的现值，计算出的《难哄》衍生品的版权价值约为4700万元，与市场价值较为接近，具备一定参考性。结合理论研究和案例分析，本文认为网络文学IP在进行跨媒介的衍生开发时，应选取适合的衍生类型进行改编，同时应由具备优质制作能力的主创团队负责开发。当衍生品的作品质量足够高时，主创团队方能获得预期的收益，网络文学IP的版权所有权人方能保证IP的商业价值不会有所减损。
Online literature is a new thing in the Internet era. After more than two decades of development, it has now become the most important original content carrier in the pan-entertainment industry chain, and its commercial value is increasingly favored by the capital market and intellectual property trading market. The online literature industry is characterized by young users, strong literary inclusiveness, rapid growth of industry revenue and huge market potential. Driven by both digital economy and technology, online literature IP has now gradually realized cross-media transformation of the whole chain, and its derivative chain has basically completed the comprehensive coverage of existing mainstream entertainment, which can continuously provide the downstream cultural entertainment industry with novel original content that can be adapted and provide new economic growth points for the pan-entertainment industry. However, as a new type of content carrier, the online literature industry is currently facing problems such as disorderly derivative development, inflated and bubbly copyright trading prices, ineffective intellectual property protection and chaotic transactions. In order to promote the healthy development of the online literature industry, a unified standard needs to be formulated to reasonably evaluate the intellectual property rights of online literary works. Therefore, this paper will focus on the issue of assessing the copyright value of various derivative works of online literature IP.This paper first analyzes the concepts and literature related to online literature and intellectual property rights of online literature, and then introduces the current situation of the online literature industry, including the development history, industrial chain and derivative works development path. Based on the study of the existing literature and the derivative works development chain, this paper divides the intellectual property value of online literature works into three parts: content value, platform value and derivative value, and constructs an assessment system for the influence factors of derivative value under different transformation media. After a comparative analysis of traditional evaluation methods, this paper selects the income method as the evaluation method, builds an improved IP derivative value evaluation model of online literature based on the DPCT model, and adopts the AHP hierarchical analysis and the risk accrual method to determine the share rate and discount rate, respectively. Finally, this paper uses "Difficult Coaxing" as a case study to verify the applicability of the model: first, the expected revenue of the derivative works of "Difficult Coaxing" is predicted, then the copyright value of "Difficult Coaxing" is stripped out using AHP analysis, and finally it is discounted to the present value of the copyright value before the transaction, and the calculated copyright value of the derivative works of "Difficult Coaxing" is about 47 million RMB, which is close to the market value and has certain reference.Combining theoretical research and case analysis, this paper concludes that when developing derivative works of online literature IP across media, suitable derivative genres should be selected for adaptation, and it should also be developed by a master creative team with quality production capabilities. When the quality of the derivative works is high enough, the creative team can obtain the expected revenue, and the copyright owner of the online literature IP can ensure that the commercial value of the IP will not be diminished.
