A Research On Cross-media Operation Strategies For Animation IP Of Alpha Group

With the advent of the age of mobile intelligence,the netizens in our country have presented a new norm of “Diversification” and “Online” for the consumption of cultural products.In particular,the “Internet Generation”group,which is the backbone of the netizens,has come to the mainstream cultural market,which has further stimulated some cultural enterprises to actively carry out the innovation of business model.The film and television operation of network literature IP is to be born under the context,and its performance is the pan-entertainment product development of film and television,animation,game and other media forms based on the “Intellectual Property”.It has created great economic benefits for enterprises while satisfying the increasing consumption demand of cultural products for audience.After several years of development,IP and its operating concept have penetrated into all areas of the cultural industry,and gradually formed a pan-entertainment whole industry chain with IP as the core.With the success of the cross-media operation of Internet novel IP,more and more enterprises have begun to realize the huge commercial value contained in it.In view of this,all major commercial capitals have entered the bureau one after another,forming a “Crazy Snatch” situation.This enthusiasm has also spread to the animation industry that is currently in the transition and upgrading link.The introduction of IP and its operating concept has provided a new development path for participants in the animation market.More and more companies are actively involved in the cultivation and incubation of it,to carry on multi-field and cross-media operation to break through the “Ceiling” of the enterprise development and achieve the industrial upgrading from animation enterprise to pan-entertainment enterprise.From the perspective of Alpha Group,which is the “Chinese Animation First Stock”,it has carried out a series of investment and acquisition activities in broadcasting platform,game,education,film and television,VR products and other fields related to the cultural industries while deeply cultivating in the animation field.It has also carried out the cultivation and acquisition of animation IP in order to create a pan-entertainment industry ecosystem of whole industry chain operation of game,film and television,literary publishing,toy and so on with animation copyright as the core.The purpose of the paper is to explore the operational strategy of animation IP cross-media of Alpha Group Based on the systematic combing of its cross-media operation status and typical cases,its advantages and disadvantages have been analyzed to provide reference and experience for other market participants.Meanwhile,the relevant operational optimization strategies have been put forward in the paper.Researches will be carried out in the following aspects:First of all,the evolution and value elements of IP concept shall be defined to accurately grasp its connotation and extension.In addition,the systematic analysis of the current background and status of the domestic animation IP cross-media operation shall be carried out.Secondly,the current status of its IP operation shall be analyzed from its four business groups(lines)according to the formation and development combing of business model of Alpha Group in recent years.The operation strategies of the three aspects of resource reserve,content creation and industrial chain operation shall be analyzed by the introduction of cross-media narrative theory.Finally,the animation IP cross-media operation optimization strategies,including cross-media strategies,content positioning,IP evaluation and classification,big data technology introduction,etc.,shall be put forward for relevant market subjects from the three aspects of content,platform,and marketing promotion in accordance with the combination of the universal problems encountered by participants in the current industry animation IP market and the inspiration of Alpha Group to other market participants in operations to provide reference for Alpha Group and other market participants.