Research On Optimization Strategy Of Book IP Operation In M Group

With the in-depth development of the Internet,big data and cloud computing and the continuous combination with the entertainment industry,IP development has become a major wave in the cultural and creative industries and has been fully developed in various fields.A large number of books have been transformed into cultural products through various media forms such as film,television and games,providing the publishing industry with extremely high value-added copyright.As a comprehensive cultural and creative industry group,M Group is committed to providing a full range of content products,building up the ability to operate the entire IP industry chain and constructing a complete content industry ecology.This paper attempts to study the book IP operation of M Group,with a view to providing an empirical reference for book IP development and operation in China,which is an important guide for similar publishing organisations and book IP operation development in the industry.This study investigates and understands Group M through literature research,case study and in-depth interviews,and uses the PEST model to analyse the macro environment and the competitive environment of the industry in which Group M is located,and to analyse its internal environment in terms of both resources and capabilities.Using the interview and data analysis methods to investigate the actual situation of its book IP operation,we identified four major problems in Group M’s book IP operation at present: insufficient overall planning ability,lack of book IP quality,limited depth of derivatives development and marketing in a difficult situation.On this basis,the reasons for the problems in Group M’s book IP operations were identified as a lack of experience and talent in diversified operations,a lack of ability to select titles for commercial gain,a lack of qualification in developing derivatives,and a poor marketing culture.Finally,with the help of the value co creation theory,it is pointed out that M Group needs to co create with the industrial chain and user value to optimize the book IP operation,including the content value co creation with the industrial chain,channel value co creation,cross industry value co creation,and product content optimization,product form optimization,and service experience optimization with users.This study takes M Group as an example,analyses and summarises the current operating environment of the company,analyses the problems of its book IP operation and proposes optimisation strategies,which can improve the existing relevant results and complement the current situation of traditional publishing enterprises with less research on book IP operation,and has certain theoretical value.At the same time,the mature industry experience accumulated by M Group in book IP operation has important implications for the development and transformation of book IP operation in the current publishing industry,and can also bring certain inspiration to companies engaged in book IP operation-related services,providing paths and solutions for reference.