兒童娛樂行業商業模式創新研究
—以上海玩童會公司為例

當前，國內兒童娛樂行業面臨著的一個主要問題就是行業門檻較低、技術含量不高，從業人員素質較低，同質化比較嚴重，行業龍頭企業不具備整合市場資源的能力，對中高端市場的掌控能力較弱。因此，兒童娛樂行業需要一場深刻的洗盤，這個洗盤誰來定、如何推進，也成為當前學者們廣泛關注的焦點。本文首先對當前國內兒童娛樂行業發展現狀進行分析，對行業內部細分產業格局進行調查研究。結合國內外相關研究成果，對國內兒童娛樂行業內部整合問題進行深入分析。從理論角度來看，本文從經濟長期增長角度出發，探討兒童娛樂也內部各個子板塊的整合效應，提出行業發展新對策建議，促進行業健康快速發展。從時間維度來看，本文採用理論研究方法，對行業變革趨勢進行分析，探討行業整合必要性和綜合價值。本文研究物件是如何整合和優化兒童娛樂產業結構。隨著以互聯網為代表的資訊技術不斷進步和發展，例如B2B, B2C, C2C等的出現，對傳統商業管道產生了巨大的衝擊。進入新世紀後，越來越多的商家開始尋求線上發展機會，實體管道慢慢受到冷落，實體商店的市場競爭地位一落千丈。總而言之，傳統商業模式已無法適應當前市場發展節奏和趨勢，當務之急必須要對經營理念、模式和內容進行大幅調整和改變，才能夠適應新的市場競爭形勢。

關鍵字

兒童娛樂行業；商業模式；創新

並列摘要

Abstract At present, the domestic children's entertainment industry is facing a major problem is that the industry threshold is low, the technical content is not high, the quality of employees is low, the homogeneity is more serious, industry leading enterprises do not have the ability to integrate market resources, the control of the high-end market is weak. Therefore, the children's entertainment industry needs a deep dishwashing, who will decide and how to promote this dishwashing, has become the focus of current scholars. Firstly, this paper analyzes the current development situation of domestic children's entertainment industry, and investigates the pattern of industry segmentation within the industry. Combining with the relevant research results at home and abroad, this paper makes an in-depth analysis of the internal integration of domestic children's entertainment industry. From a theoretical point of view, this article from the perspective of long-term economic growth, discusses the integration effect of various sub-sectors of children's entertainment, puts forward new countermeasures and suggestions for the development of the industry, and promotes the healthy and rapid development of the industry. From the perspective of time dimension, this paper uses theoretical research methods to analyze the trend of industry change and explore the necessity and comprehensive value of industry integration. This paper studies how to integrate and optimize the structure of children's entertainment industry. With the continuous progress and development of information technology represented by the Internet, such as the emergence of B2B, B2C, C2C, etc., the traditional commercial channels have had a tremendous impact. After entering the new century, more and more merchants began to seek online development opportunities, physical channels were slowly neglected, the physical store's market competitiveness dropped sharply. In short, the traditional business model has been unable to adapt to the current pace of market development and trends, the urgent need for business philosophy, model and content to be substantially adjusted and changed to adapt to the new market competition situation.