How Can SMEs Integrate Intellectual Property Rights Into Social Media Marketing Strategies to Achieve Brand and Business Development?

Abstract

In China, due to the rise of online literature and its derivative works, IP, which means intellectual property, refers to literary works with strong economic exploitation potential and the forms of exploitation include the adaptation of online literature into music works, film and animation, online games, etc. This chapter will analyze the development of Chinese online literature on social media and its IP creation and then focus on the case study of online literature company Jinjiang Literature and film company Daylight Entertainment. Both of them are famous SMEs in China, producing a lot of literature, films, and television works of high quality and meanwhile improving their business performance. In the end, this chapter will analyze the problems these companies face and find out the solutions.