The Research On Operational Model Of Animation Enterprise ALPHA Entertainment Limited By Share Ltd

As one of the earliest-starting country in the animation industry,the overall development of China’s animation industry is barely satisfactory.According to the statistics of China Industry Information Network,in 2016,the main sales share of China’s animation content consumption market was occupied by Japanese,European and American animation products.The domestic animation products accounted for less than 11% of the market share.At present,the following main problems are in China’s animation enterprises:(1)lack of original works;(2)original works are generally low and young and it is difficult for the products suitable for all ages to open the market;(3)there is no complete and reasonable animation industry chain;(4)the merger and acquisition of companies is not satisfactory.To promote the development of China’s animation industry and guide the animation enterprises to produce more high-quality products and create more benefits,on February23,2017,the Ministry of Culture issued the Culture Development Reform Plan of Ministry of Culture in 13 th Five-year Period.The plan makes an overall layout for the development of China’s animation industry,and take guidance measures to boost the development of new cultural formats like animation,games and others.ALPHA Entertainment Limited by Share Ltd.,as an excellent representative of Chinese animation enterprise,has made great progress in the field of animation and achieved great success in China.After three transformations and upgrading,the company has created the international layout of pan-entertainment ecology and "Bring in Go out" of diversified industry.As one of the few animation enterprises operating in the whole industry chain,the operate mode of ALPHA has a strong reference for the development of China’s animation enterprises.This paper firstly introduces the overall situation of China’s animation industry,and studies the related theories of operational model and the related research results of the operational model of animation enterprises.Secondly,it summarizes the development history of ALPHA Animation and Culture Co.,Ltd.,the formation and development of the company’s operational model,and studies the current operational model of the company.Thirdly,it analyzes the elements of the operational model of ALPHA company in terms of value orientation,strategic resources and value network.Next,it takes the comparison and analysis of the operational model of ALPHA company and foreign famous animation enterprises.Finally,it puts forward some measures and suggestions on the improvement of the operational model of ALPHA company according to the insufficiencyof its operational model.The innovation of this paper is that,through summarizing the results of the fractal dimension research of enterprise operational model by domestic and foreign scholars and combining with the actual characteristics of animation enterprises,it summarizes the elements of the fractal dimension analysis of the operational model of animation enterprises and proposes the value network structure of animation enterprises based on the value chain theory.It is expected to enrich the research in this field and provide a reference of development for domestic animation enterprises.