Research On The Profit Model Of Alpha Group Based On The Pan-entertainment Strategy

Since 2011 when Tencent put forward the concept of "pan-entertainment",animation industry has become a part of the pan-entertainment industry,and connects with literature,film and television,games through IP.Pan-entertainment strategy achieves the development of various forms of IP resources by establishing a pan-entertainment system with cross-domain layout.As an IP repository,animation is an important part of pan-entertainment.Relying on the Internet as the core of technology,animation industry has broken through the boundary between animation and cartoon,and the industry output value continues to grow,entering a period of rapid development.Alpha Group started from toys,after years of development,and completed the reverse development from the downstream toy manufacturing industry to the upstream IP creation,from a toy manufacturing enterprise to an animation culture enterprise.Alpha Group,as the leading animation company in China,is the first animation company to be listed in China,and also the first animation company to launch the pan-entertainment strategy,which has certain representativeness.At present,there are few researches on the profit model based on pan-entertainment strategy.Therefore,the research content of this paper is relatively new.Taking Alpha Group as the object of study,this paper mainly studies three aspects of the content: first,the constituent elements of the profit model of Alpha Group based on the pan-entertainment strategy;second,the financial changes of the profit model of Alpha Group after the implementation of the pan-entertainment strategy.This paper selects the annual financial data of Alpha Group from 2009 to 2016,and compares the changes of the profit structure,profitability and profit quality between the four years before and four years after the implementation of the pan-entertainment strategy.The analysis of the profit structure has expanded the analysis angle of the profit model.Third,the problems and solutions of Alpha Group's profit model based on pan-entertainment strategy.The conclusions are as follows: firstly,the profit model of Alpha Group based on pan-entertainment strategy is based on creating value,whole age as profit source and IP+product as profit point.Take the pan-entertainment system as the profit lever and the originalIP as the profit barrier.Second,Alpha Group's profit structure has been diversified expansion;profitability has been improved as a whole,but the effect is not ideal;profit quality is not stable and tends to decline.Third,Alpha Group lacks influential IP,needs to break through the difficulty of realizing niche themes and IP,and needs to develop new Distribution channel;pan-entertainment system develops in isolation and needs to fully integrate resources;too fast investment affects profits and needs to adjust the investment rhythm.From this we can get three inspirations: IP is the profit guarantee of enterprises under the pan-entertainment strategy;pan-entertainment system needs to give full play to the synergistic effect;the construction of pan-entertainment system should make steady progress.I hope this study can provide a reference for the profit model design of animation companies in China,and also provide reference for the implementation of pan-entertainment strategy of enterprises in China.