在媒介融合的背景下，依托互联网发展起来的网络文学，不断拓展着传播方式。尤其在IP概念的加持下，网络文学IP改编成剧集、动漫、电影、游戏等形式进行传播, 并在后续IP衍生产品、线下实景娱乐等环节拓展出商业模式。通过跨媒介传播，网络文学IP的价值得以不断提升和释放。其中，蝴蝶蓝于2011年创作的电子竞技小说《全职高手》，作品推出之后就获得了大批读者的拥趸。在此基础上，《全职高手》改编成动画、游戏、真人影视剧等进行传播，进一步扩大了网络文学IP的影响力。
本文以蝴蝶蓝创作的小说《全职高手》为案例，指出了当下网络文学IP跨媒介传播的两种主要模式，一种是内容形态保持不变，通过多种媒介进行传播的模式。另外一种是传播媒介发生改变的同时，文本改编后再传播。目前以《全职高手》为代表的网络文学IP都以第二种传播模式为主。《全职高手》之所以能成为网络文学IP跨媒介传播的典型案例之一，离不开传播主体的把关作用、依据媒介特性的传播策略以及调动粉丝参与的跨媒介营销策略。在这个过程中伴随叙事的改变和重构，本文也详细分析了《全职高手》对跨媒介叙事的探索。当然，当下网络文学IP跨媒介传播的问题并不是不存在，在论文的最后本文指出了《全职高手》跨媒介传播的问题所在，并尝试提出未来网络文学IP跨媒介传播的改进方向和建议。

In the context of media convergence, network literature developed by relying on the Internet，is continuously expanding the way of media communication. Especially under the support of the IP（Intellectual Property）concept, network literature IP is adapted into drama series, animation, movies, games and other forms for media communication, and a variety of business models have been developed in the following IP derivatives, offline location-based entertainment and other links. Through cross-media communication，the value of network literature IP has been continuously enhanced and released. Among them, the esports novel " The King’s Avatar " created by Butterfly Blue in 2011 has won the love of a large number of readers once it was launched. On this basis, " The King’s Avatar " was adapted into animation, games, live-action films and TV series for dissemination.Thus, the influence of network literature IP was further expanded.
This article takes the esports novel " The King’s Avatar " created by Butterfly Blue as a case，and points out that the current cross-media communication of network literature has two main modes, one is the content form remaining unchanged, spreads through multiple media; and the other is that when the media change, the text is adapted and then disseminated. At present, the network literature IP represented by " The King’s Avatar " is mainly based on the second media communication mode. The reason why " The King’s Avatar " can become one of the typical cases of cross-media communication of network literature IP is inseparable from the overall strict review of the media platform, the public communication strategy based on the characteristics of the media and the cross-media marketing strategy of mobilizing fans' participation.