Tencent IP Operations Research

With the rapid development of our country's economy,residential disposable income also increased.At the same time,people's demand for cultural products increased.With the construction of network infrastructure in our country,the network coverage more widely,the number of Internet users increase.Especially because the intelligent mobile phone is more popular and the Internet is more convenient,the number of Internet users further improved,so people need more online content products.IP operation is a new business model in China's cultural industry,which was put forward by Tencent In and then followed other companies.Many scholars have discussed a lot,but so far the academic discussion about the IP operation is more concentrated in the theory of the industrial chain.Using the industry chain theory to analyze different IP categories from film,animation to network literature etc.We haven't seen a paper focus on one enterprises as a case study of the IP operation.The author believes that the case analysis of IP operating companies will help to understand the nature of IP and IP operation,so as to give inspiration to other content producers,contribute to the overall prosperity of China's cultural content industry.I choose Tencent Inc as my research object for following factors: First,Tencent Inc is the earliest one which started IP operation.Second,it is the most comprehensive enterprise including majority cultural entertainment products.Third,Tencent has formed its own mature vertical integration operation mode.So analyze the Tencent Inc can help us understand fully each link of IP operations.Through analyzing each link of the IP operations,we can find IP operations generally need three basic links including production,marketing payment,and the three aspects need big data as support,so the big data operations is a major feature of IP operations.If the enterprise wants to accomplish the whole procedure of IP operation,it must need original content,technical strength,financial security and good copyright conditions.Not these four basic factors could be found in Tencent Inc,but more unique resources could be seen,including the administrative system that takes IP operations as the center,two kinds of user research system,and many ways of accumulating diverse resources and creative talents.Based on IP operating conditions,Tencent uses its powerful ability of integrating resources form the vertical integration mode of IP operation,only by itself can complete the whole operation process of a IP project.In fact,whether the content or platform or marketing ability can be Tencent's strengthen in IP marketing.It can use anyone of them to cooperate with external resources.So through cooperation Tencent forms three kinds of other operating modes.Namely authorization model,symbiosis development mode and production mode of the Committee.This paper through researching the general process of IP operation,found out the basic operating conditions and elements,which helped us further understand the essence of the IP operation.At the end of the article,I discussed what our publishing industry can learn from the business mode of IP operation.I think there are three aspects at least: improve the quality of content,enhance the ability of marketing and use big data.