| With the rapid development of the IP industry,the publishing industry has also greatly increased its attention to IP operations.Although some scholars have studied issues related to IP development and IP operations,few scholars have conducted IP operations research based on traditional publishing companies.In 2015,Boji Tianjuan successively established Boji New Media and Boji Film,becoming the first batch of traditional publishing companies in China to conduct IP operations.In recent years,Boji Tianjuan has continuously expanded its business segments and improved its own industrial chain,gradually putting its IP operations on track and achieving certain results,The study of Boji Tianjuan can provide some reference and inspiration for enterprises in China that are conducting or want to conduct IP operations.This article selects Boji Tianjuan as the research object,using case analysis,literature analysis,in-depth interviews,and comparative research methods to analyze and study its IP operation activities.Firstly,this article combs the internal and external environment of Boji Tianjuan as a publishing enterprise conducting IP operations.The external environment includes the policy environment,economic environment,and competitive environment,while the internal environment includes the transformation needs and resource advantages of the enterprise.Secondly,this article focuses on analyzing the IP operation strategy of Boji Tianjuan,mainly including four aspects: content operation strategy,product operation strategy,capital operation strategy,and user operation strategy.Due to the fact that the cultural and entertainment industry in which IP operations are located is still in the initial stage in China,and the market regulation is not perfect.Although Boji Tianjuan has rich IP content resources,the product coverage of IP operations is wide and the process is complex.Therefore,its IP operations are still in the exploration stage,lacking experience.Based on an analysis of the environment of China’s IP operation industry and the current situation of Boji Tianjuan’s IP operation,this article summarizes four problems in its IP operation,namely,the lack of long-term planning for operation,the need to improve the quality of IP products,the insufficient development of derivatives,and the insufficient enrichment of communication channels.Finally,this article puts forward suggestions on the IP operation activities of Boji Tianjuan based on these four aspects,and believes that it should be based on systematic IP operation,ensuring long-term IP operation and strengthening copyright management.By establishing an IP value evaluation system and increasing IP product quality management,we can achieve the development of high-quality IP,while comprehensively developing derivatives and enriching communication channels to open up a broader market. |
