Study On The Business Model Of PILI Glove Puppetry

China is an ancient civilization with a long history and a profound traditional culture.However,with the changes of The Times,the traditional culture represented by drama has been gradually losing its existing soil due to the impact of western culture,and faced with the pressure of survival and inheritance.Glove puppetry belong to the puppet play,which is a kind of folk drama art in China,which has been circulated on both sides of the Taiwan straits.PILI glove puppetry is the outstanding representatives of Taiwanese glove puppetry,and the Main business of PILI international multimedia co.(hereinafter referred to as the "PILI"),the meaning of the name PILI glove puppetry is the story of the PILI IP and a glove puppet show deductive way.Influenced by the environment,our country traditional culture industry development is not ideal,but the PILI glove puppetry has presented good development momentum,PILI company also successfully listed in 2014,all thanks to PILI glove puppetry show unique business model.In this paper,we study the business model of PILI glove puppetry.From the commercial value,customer value,market development,profit model,production of drama,etc.,analyses how to make profits of PILI glove puppetry on both inheritance,and exploring the commercial value of traditional art.Furthermore,the paper summarizes the innovation of Glove puppetry in business model and provides reference for the development of Chinese cultural and creative industry.The research shows that the PILI glove puppetry play is based on value innovation and multi-dimensional innovation in business model.Traditional drama and literary creation mostly adhere to the category of artistic value of drama,but PILI glove puppetry fused �PILI�IP and glove puppetry art commercial value,development of the whole industry chain to create profit.In the target customer,the era belongs to the youth,PILI glove puppetry in the maintenance of the original market,at the same time target customers to the youth transfer.PILI focusing on the characteristics of teenagers,the traditional culture ofGlove puppetry is expressed in a modern way,so that it is closer to the values of the younger generation to attract the audience of teenagers.In terms of channel construction,PILI have opened the Internet market by building the online community and opening the video selling channel of the Internet platform.At the same time,PILI have cooperated with the Taiwan convenience store chain to maintain the distribution channels such as offline physical stores.PILI enhances customer experience and fan interaction in a way that target customers are familiar with to attract and retain customers.On the profit model,PILI focuses on drama sales,supplemented by peripheral derivatives and IP authorized revenue.The profit is based on the attraction of high quality content to customers and the construction of fan economy by PILI company.In the IP age,content is king.The creation of PILI glove puppetry is the core resource of the company and is also the unique feature of traditional art.At the same time,While mastering the core resources such as script creation,puppet design and modeling,drama production,etc.,PILI will complete its sculptures and music creation by partners This not only reduces labor costs,but also protects the rights of PILI to the puppet of PILI glove puppetry.The culture cannot be fixed,and the inheritance and development should be realized in innovation.In the Internet era,the commercialization of traditional culture also requires the innovation of business model according to the characteristics of The Times.Cultural and creative industries need to focus on and meet the spiritual needs of the younger generation of consumers,attaches great importance to the network community marketing and brand building,to make good use of the traditional excellent culture to build IP value,realization the profit pattern of diversification,to make the traditional culture under the ecology of the entertainment,to be more populist,more vivid forms,glow the new vitality.