Research On The Competitive Strategy Of Jinan Yingxiongshan Cultural Market

With the improvement of the market economy system and the people’s living standards, the cultural markets are blooming in China. The trading of cultural goods and services is becoming a new growth point of the local economy, that’s why it raises a great concern of the community. However, on the other side of the high yield and growth of cultural markets, the competition of the industry is more and more severe. It is an urgent problem for the local cultural markets that which competitive strategy would be chosen to get a higher market share and profits eventually to stand out from the fierce competition.The thesis researches the choice and implementing of Jinan Yingxiongshan Cultural Market’s competitive strategy based on its specific reality of the external environment and internal conditions through field investigations. And also, the thesis follows the general rule of competitive strategy, takes the approach of combining the theoretical and empirical research for analysis.The First Chapter describes the Jinan Yingxiongshan Cultural Market briefly, including its historical evolution and current situation.The Second Chapter analyzes the external environment from the macro and micro aspects of Yingxiongshan Cultural Market by using PEST Analysis and Porter’s Five Force Model.The Third Chapter analyzes the internal conditions of Yingxiongshan Cultural Market from two angles in resources and capabilities.The Forth Chapter firstly concludes the strengths, weaknesses, opportunities, and threats of Yingxiongshan Cultural Market using SWOT Analysis, then determines that Differentiation Strategy should be chosen as the core competitive strategy, finally presents the specific measures of differentiation strategy, including the differentiation of product, marketing, operating, banding, and risk averse.This is the first thesis researching the competitive strategy of Yingxiongshan Cultural Market since it was established. It tries to provide a reference for the development of Yingxiongshan Cultural Market, and looks forward to do some beneficial explorations of both the theory and practice of the local cultural markets.