“开心麻花”商业模式研究——基于商业模式画布模型的分析

Research on the Business Model of Happy Twist--Analysis Based on the Business Model Canvas Model

"开心麻花"将戏剧推向市场,突破传统戏剧的束缚,好莱坞式的发展模式使戏剧的规模化演出得以实现。在中国,戏剧剧团通常为国有剧团,民营剧团营收并不乐观。"开心麻花"作为民营剧团之一,其内部管理模式与分成方式为民营戏剧剧团的发展提供了参考。本文以商业模式画布为框架,从价值主张、客户关系、渠道通路、客户细分、成本结构、收入来源、关键业务、核心资源、重要合作九大模块对"开心麻花"商业模式进行分析,探究"开心麻花"将艺术与商业成功结合的原因。

Happy Twist brings drama to the market and breaks through the shackles of traditional drama.The Hollywood-style development model enables large-scale performance of drama to be realized.In China,drama troupes are usually state-owned troupes,and the revenue of private troupes is not optimistic.As one of the private theater troupes,Happy Twist provides a reference for the development of private theater troupes.Taking the business model canvas as the framework,this paper analyzes the business model of Happy Twist from nine modules:value proposition,customer relationship,channel,customer segmentation,cost structure,revenue source,key business,core resources and important cooperation,and explores the reasons for the successful combination of art and business.