会计学院知识库

  在泛娱乐化背景下，网络文学的迅速发展促进了以其IP为核心的产业的同步扩张，与影视、游戏、动漫、音乐、周边等产业进行跨界融合，丰富了IP的的价值，扩大了IP的影响力，实现了IP全产业链发展。当前IP全产业链运营模式还处于不断摸索的过程，其发展状况直接影响企业今后的发展规模和方向，是决定企业竞争力的重要因素之一。阅文集团作为国内一流的网络文学IP孵化与运营公司，拥有国内顶级的网络作家团队与品种丰富的网络文学正版资源，目前公司IP全产业链运营正在逐步发展，走在行业前端。因此，研究阅文集团IP全产业链运营模式下的绩效，对我国网络文学行业IP产业链的可持续发展有着重要的理论与现实意义。

  文章通过研究阅文集团IP全产业链运营模式，融合了价值链基础理论、协同效应理论、交易费用理论与绩效评价理论，分析阅文集团采取IP全产业链运营模式的实施动因及实施路径，继而分析了阅文集团2016-2020年各板块的市场绩效，与掌阅科技进行对比分析其相关财务指标，然后分析基于EVA的综合绩效、企业价值倍数与非财务绩效，从四个维度对IP全产业链运营模式下阅文集团绩效进行评价。

  研究发现IP全产业链运营模式对阅文集团绩效总体上产生积极的影响，但内部管理缺乏规范体系，各业务融合不够顺畅。给同行业其他企业带来重要启示：首先，企业要根据自身情况选择合适路径实现IP全产业链；其次，要增加优质IP储备数量，构建核心竞争力；然后，要加强内部管理，形成成本优势；最后，可以利用粉丝经济，获得可持续的经济效益。

 the context of pan-entertainment,the rapid development of network literature promotes the simultaneous expansion of industries with its IP as the core, and cross-boundary integration with film and television, games,animation, music and peripheral industries enricifies the value of IP, expands the influence of IP, and realizes the development of the whole IP industry chain. At present, the operation mode of IP whole industrial chain is still in the process of constant exploration. Its development status directly affects the scale and direction of future development of company, and is one of the important factors to determine the competitiveness of enterprises. China Literature Group, as a first-class IP incubator and operation company of online literature in China, has a top team of online writers and a rich variety of legitimate resources of online literature. At present, the whole IP industry chain operation of the company is gradually developing, leading the industry. Therefore, it is of great theoretical and practical significance to study the performance of China Literature Group under the operation mode of the whole IP industry chain for the sustainable development of China's online literature industry IP industry chain.

By studying the operation mode of China Literature's IP whole industry chain, combining the value chain theory, synergistic effect theory, transaction cost theory and performance evaluation theory, this paper analyzes the implementation motivation and implementation path of China Literature's IP whole industry chain operation mode, then analyzes the market performance of Each sector of China Literature from 2016 to 2020. Compared with IReader Technology Co, the relevant financial indicators are analyzed. Then, the comprehensive performance, enterprise value multiple and non-financial performance based on EVA are analyzed, and the performance of China Literature Group under the operation mode of IP whole industrial chain is evaluated from four dimensions.

The research concludes that the IP whole industry chain operation mode has a positive impact on China Literature Group's overall performance, but the internal management lacks a standardized system and the business integration is not smooth.It brings important enlightenment to other enterprises in the same industry: First, enterprises should choose the appropriate path to realize the whole IP industry chain according to their own situation; Secondly, the number of high-quality IP reserves should be increased to build core competitiveness. Then, to strengthen the internal management, the formation of cost advantage; Finally, the fan economy can be utilized to achieve sustainable economic benefits.