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案例编号: STR-0661
被浏览次数: 754 次
案例名称: 财散人聚,人聚财来:华谊兄弟IP共生经济时代下的融通之道
译名: The Development of IP Industry Chain on the Basis of Capital Operation in an Era of Symbiosis Economy : the Case of Huayi Brothers
案例作者: 邓路,储正航
作者单位: 北京航空航天大学
指导者:
译者:
背景单位名称: 华谊兄弟
行业: 文化、体育和娱乐业
规模: 大型
案例涉及的职能领域: 营销部门/资本运营部门
案例语种: 中文
案例长度(页): 15 页
案例类型: 描述型
中文关键词: 华谊兄弟;IP产业链;IP价值链;IP供应链;资本运作;2017百优案例
英文关键词: Huayi Brothers; IP Industry Chain; IP Value Chain; IP Supply Chain; Capital Operation
中文摘要: 近年来,文化传媒圈内热议的IP概念逐渐走入公众视野,从单屏到多屏的用户培养,从内容到生态的业态升级,加之IP概念 普及的行业利好,大娱乐IP产业链布局正立于新的“风口”。华谊兄弟传媒股份有限公司(下称“华谊兄弟”),作为业内龙头企业之一,自2009年上市以来,借势IP,借力资本,逐步整合完善了三大业务板块,搭载多元化的IP内容创造和矩阵式的IP运营创新,实现了IP价值的乘数效应。华谊兄弟在公司经营实践中,聚焦IP,通过资本运作与产业运作的有效结合,不断优化公司市场竞争优势,为国内文化传媒企业的IP产业链布局构建了示范框架,打开了想象空间。本案例描述了华谊兄弟上市以来如何通过一系列资本运作深耕IP产业链布局,分析资本博弈下IP价值链及IP供应链的核心特点,挖掘其发展模式的独特之处,探寻文化传媒企业在IP热潮下借力资本提高自身竞争优势的有效途径。
英文摘要: Intellectual property (IP) has become one of the hottest issues among social public in the entertainment market, with great influence on target audiences and rapid development of media industry, gaining a widespread and upbeat momentum of IP. Huayi Brothers Media Corporation (here under referred as “Huayi Brothers” or “the company”) is a well-known and leading media group in China, listed on the Shenzhen Stock Exchange ChiNext Board since 2009. The coordinated development of the company cannot be separated from the support of capital operation. In China’s media market, the road to IP industry chain has been rough, with many ups and downs. During the last two decades, Huayi Brothers has got off to a good start in film and TV entertainment business, embarked on a new journey to Internet entertainment business, and made solid progress in brand licensing business, through capital operation such as PE, VC, IPO, M&A, etc. Leveraging off its strong brand franchise, the company is able to monetize its films in the secondary post-production segments, such as theme parks and online video games. This case described the structure of Huayi Brothers’ IP industry chain developed by capital operation. On the basis of IP value chain and IP supply chain, the company has achieved a stable performance while securing progress in its creation and operation of IP resources. Study on Huayi Brothers’ business models about IP industry chain would suggest its competition advantages and provide references for more media enterprises.
适用对象: 本科生,硕士生,工商管理硕士(MBA),
编写方式: 采编
案例年代: 2017
案例入库时间: 2017-09
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