Aofei Entertainment IP Operation Research

In recent years,the consumption level of entertainment in China has continued to increase,and the heat of IP has continued to warm.At present,following the high-in-tensity development of network literature over many years of capital,comics IP,which also has dual values of traffic and business,has become the darling of investors.Under the influx and competition of capital,animation companies that are growing up are not to be outdone.Using their many natural advantages accumulated in animation,they have accelerated the commercialization of comics IP and try to use the high-quality IP as the core for the entire industry chain operation.Many animation companies have made great progress through IP operations,but at the same time,they have also encoun-tered many problems that need to be resolved.From the perspective of individual research,this article selects Alpha Entertain-ment to research which is the most representative of these animation companies.It is hailed as "First Stock of Chinese Animation" and has attracted much attention in the industry.In addition,this article also uses the content analysis,literature research,depth interview,data analysis and other research methods comprehensively to analyze the development history and current situation of China's IP market,the current situation and existing problems of Alpha Entertainment's IP operation,and come up with corre-sponding strategy against the problems systematically and deeply.This article mainly includes the introduction and three chapters.The introduction mainly introduces origin of the research,significance of the research,methods of the research and situations of the related research.At the same time,this article also explain the concept of IP and IP operations and the relevant theoretical foundations of the in-dustrial value chain and media convergence used in the paper.The first chapter intro-duces the development history and current situation of China's IP market,and points out the development of China's IP has not yet formed a sound system because of a short development time and immature experience.Based on this foundation and background,the second chapter takes Alpha Entertainment as an example to analyze the status of IP operations in terms of building a full-age IP matrix,adaptation of IP,the development of derivatives,authorization of IP and Theme Parks,establishment of communication platforms,and marketing channels.The third chapter points out existing problems of Alpha Entertainment's IP operation,including multivariate expansion lead to face the challenge for management,the synergy of the industry section needs to be improved,lack of ability to create a boutique IP,Intellectual property rights are often violated,Large pressure on domestic and foreign markets.Through the analysis and study of these issues,this chapter also proposes some countermeasures,including improve the IP development platform and improve the development of the entire industry chain;Accelerate mechanism change and the introduction of talent training;strengthen the pro-tection of intellectual property;Create quality content and improve industrial layout.