Research On IP Operation Of Xrion Group

With the rapid development of IP industry,the publishing industry began to realize the huge commercial value of IP and began to pay close attention to IP publishing operation.Scholars have conducted active researches on IP development,IP value transformation and other related topics,but there are few articles that take publishing enterprises as individual cases to conduct IP operation research.Xrion group,as one of the largest traditional publishing groups in China,builds its own IP operation industrial chain through capital accumulation,restructuring and business segments.After several years of development,the mill iron IP operation on the track and achieved brilliant results.The IP operation activities of xrion group can provide some experience and enlightenment for the traditional publishing enterprises involved in IP operation in China.Therefore,this paper chooses xrion group as the representative of publishing enterprises to analyze and study its IP operation activities and main IP operation strategies.This paper adopts literature survey,comparative analysis and case analysis to study the status quo and strategies of IP operation of xrion group.Firstly,the IP operation environment of xrion group is sorted out,and the external environment,including policy environment,social and economic environment and competitive environment,as well as the internal environment,including transformation demand,rich content resources and strong capital guarantee,that xrion group has for IP operation as a publishing enterprise are analyzed.This paper focuses on analyzing the IP operation strategy of xrion group,mainly from the five aspects of platform construction strategy,content strategy,industrial chain extension strategy,open cooperation strategy and organizational strategy.At present,the IP operation of China's cultural and entertainment industry is still in the initial stage,the market is chaotic,and the IP operation of traditional publishing enterprises across many fields,the opportunities are still facing great challenges.Combined with the overall industry environment of IP operation,through the specific analysis of the IP operationmarket performance of xrion group,three major problems still exist in IP operation of xrion group are summarized: the quality of IP adaptation products is deficient,the overall planning ability is insufficient,and the in-depth development of derivatives is lacking.Finally this paper mill in IP operation problems that exist in the iron group,puts forward some Suggestions for optimization: on the basis of improve the quality of IP development products,on the basis of the operation the overall planning of IP well,permanent and series IP operation,at the same time improve the ability of integrated marketing and derivatives depth development ability,develop more broader overseas markets.