娱乐化视角下的商业模式探讨

A Discussion of Business Model Viewed from Entertainment Angle

娱乐被认为是企业获得持续竞争优势和盈利不可或缺的添加剂,娱乐化商业模式已成为现代企业超越竞争及获取成功的重要手段。近些年来,我国企业的娱乐化经营方式多样且逐渐发展为一种主流趋势,企业在进行娱乐化经营过程中显示了活动上清晰定位、环节上创新设计、运作上整合造势等特点。企业在采用娱乐化商业模式之时可从下面几个方面把握:以清晰定位匹配娱乐形式、以整合资源锻造独特品牌、以构建互动机制开创赢利渠道以及立足创新应对多变挑战。

As an approach to obtaining competitive edge and profit, entertainment is indispensable to a company. The entertainment business model has become an important instrument for a modern enterprise to win competition and achieve success. In the recent years, there are many different modes of entertainment business in Chinese enterprises and they have been developed into a main trend gradually. In the process enterprises present the following features： the characteristics of clear position for its activities, innovative design in its links, integration and amplification in its operations. When the entertainment business model is adopted, enterprise can do as follows： match the forms of entertain-ment with a clear position, create unique brand by integrating resources, drum up profit-making channels through constructing the interaction mechanism, and respond to the changeable challenges with innovation.