Research on the Copyright Value Evaluation Model of Online Movies Based on the Fuzzy Evaluation Method and Analytic Hierarchy Process

Abstract

With the rapid development of video websites, copyright management and the protection of online movies are facing severe challenges. With the strengthening of intellectual property protection, copyright value management has become necessary for the transformation of copyright value, which is of great significance for the healthy development of the industry. Based on the current development status of China’s online movie offerings, online movies were collected from China’s three major video platforms between 2016 and 2018 as research objects, and a set of scientific and effective online movie copyright value assessment methods and systems are proposed through the fuzzy comprehensive evaluation method, analytic hierarchy process, Delphi method, and empirical research. In this study, using data collected through a questionnaire survey, a fuzzy evaluation method is applied to establish the evaluation index of the copyright value of online movies. Moreover, according to the Delphi method, expert suggestions are collected, the indexes are scientifically corrected in the market, and the weights of the copyright value evaluation index of online movies both before and after broadcasting are calculated using the analytic hierarchy process. On this basis, by applying big data analysis, the communication effect index, prebroadcast value score evaluation index, and postbroadcast value evaluation index are deeply analyzed, and the copyright value evaluation model of online movies both before and after broadcasting is established. Finally, based on market feedback data, the evaluation models are revised and empirically tested to verify the scientificity and rationality of the copyright evaluation method proposed in this study. The results show that the proposed methods and systems for evaluating the copyright value of online movies are scientific and effective. This study provides new insights for all types of movie and television production organizations and video playback platforms on how to design effective copyright value evaluation models and practice methods for online movies.