“产品出来了,剧本也就出来了。”说这句话的是江小白董事长陶石泉,这句话也点出了产品IP化的核心。能说这种话的不仅有陶石泉,还有IDG资本的楼军,他说“:千万不要在产品做出来后再想着怎么传播,而是在设计产品的时候,就要把传播结合进去。”这是一种语境,互联网时代的语境。用传播语言说就是一种调性。如果换在过去,有人可能会说:产品出来了,下步该做广告了。或者说:产品出来了,铺货方案和促销方案也该出来了。这就是语境的差别。不要以为语境差别是新瓶装旧酒,其实是新瓶装新酒。语境的差别显示出:产品 “The product is coming out and the script is coming out.” Said Tao Xiaochu, chairman of Jiang Xiaobo, remarked at the core of IP-based products. Not only Tao Shuiquan can say this, as well as IDG capital of the army, he said: “Do not think of how to spread after the product is made, but in the design of the product, it is necessary to spread ”This is a context, the context of the Internet age. In the language of communication is a tonal. If you change in the past, some people may say: the product came out, the next step to advertising. Or: the product came out, distribution programs and promotional programs should come out. This is the difference of context. Do not think contextual difference is the new wine bottle, in fact, the new bottle of new wine. The difference in context shows: product