Research On The Development Strategy Of Golden Account Culture Communication Co., Ltd

With the ―13th Five-Year Plan‖ positioning the cultural industry as a national pillar industry along with the initiatives of ―One Belt,One Road‖,the art industry is currently under a booming development.Under the rapid advancement of Internet technology and 3D printing technology,the traditional styling culture and art industry have exhibited new vitality with the support of digital technology.One of the sectors which have benefited the most is the sculpture industry.The combination of traditional sculpture art and 3D printing and scanning technology has resulted in lower cost for the design process while allowing to achieve high precision and improving efficiency.Qipchaq Culture Communication Co.,Ltd.was established in 2011 and is headquartered in Songzhuang Art Park,Tongzhou District,Beijing.The ethos of the company is inheriting traditional culture while paying equal attention to art and technology.The company’s business areas cover several sub-fields within the cultural and creative industry.For its sculpture business,the company has completed a large number of large-scale cast copper,reflecting the traditional ethnocultural values.For the company’s exhibition business,the company has participated in a large number of exhibitions,automobile exhibitions and cultural and creative park projects in Beijing.In the field of art digital education,the company whilst collaborating with relevant digital education platforms and hackerspaces to make education videos and 3D printing experience spaces.However,though the company has extensive experience in delivering projects and trained a large number of technology and management professionals,it still faces several challenges.In the competitive cultural industry,in order to take first-mover advantages,the company needs to have a thorough understanding of its comparative advantages and existing issues.In order to grasp opportunities,the company needs to understand and adapt to the constant external changes.This paper aims to analyse the main business areas of Qipchaq Culture Communication Co.,Ltd.(urban sculpture design,exhibition display and digital art education service),the company’s internal and external environment,as well as the company’s strengths and weaknesses.To achieve the research objective,the paper will first analyse the overall environment of the art and culture industry,and then adopt theoretical frameworks such as Porter’s Five Force model,PEST analysis,SWOT matrix analysis.This paper concludes that the company should adopt a SO-advanced growth strategy for future development.First,it should adopt diversification strategies for its main business areas,giving full play to the advantages of resource sharing among various departments.Besides,the company should adopt a differentiated strategic development route.To become a first tier enterprise,the company should give play to its advantages,utilize talents,adapt to the environment,solve problems,innovate,and improve its specialities in its main area.Second,the implementation of the strategy requires robust protection,mainly through optimizing the organizational structure,strengthening the internal supervision of the enterprise,avoiding resource waste from bureaucracy and unnecessary cost consumption,as well as an intensive promotion of the brand.Third,the company needs a better understanding of fundraising and cash flow financing,in order to place sufficient safeguard measures and reduce the overall risks.