The Resarch Of Small And Micro Culture Enterprises’ Vitality Basic On The View Of The Empirical School

As economy in our country continually develops in depth, our people’s material standard of living has improved greatly. They have higher expectations of rich and varied spiritual life. Recent years, the government attaches great importance to this change in the respect of macroeconomic regulation and control and makes a lot of regulations and policies to encourage the development of Chinese cultural industry. Under this social background, small and micro cultural enterprises, develop as bamboo shoots after a spring rain, which contributes a lot to the revitalization of our culturalindustry.However, according to some research and practice, small and micro cultural enterprises still could not develop for a long time or could not develop very well in spite of major favorable policies, tremendous benefits and great market prospects, which makes that the research on the survival and development of small and micro cultural enterprises becomes one of the pertinent research focuses.Management giant Peter Drucker made the point that,’Enterprises exist in the community. Enterprises are not only one livelihood, but a life.’On this view, enterprises can be seen as a organic whole, which have similar vital signs to the physical beings. Both of them have vitality. At present, there is no research on the survival and development of small and micro cultural enterprises from the point of vitality. Therefore, this thesis will conduct research on vitality of small and micro cultural enterprises to explore the roots of their vitality and provide corresponding suggestions for their improvement in living conditions.This thesis analyzes from the connotation of the vitality of small and micro cultural enterprises, and then builds the theoretical research framework. Based on this framework, this thesis analyzes the influence of market characteristics of small and micro cultural enterprises on marketing ability, and analyzes the role of their products features in improving product innovation ability. Meanwhile, combining with the analysis on feature constraints of small and micro cultural enterprises, this thesis builds the vitality model of small and micro cultural enterprises, then together with some comparative case-study, establishes main ideas in the end:1.For small and micro cultural enterprises, enterprise vitality is mainly reflected in two aspects, marketing ability and product innovation capability. Combining with cultural market characteristics and cultural products features, the strength of marketing ability could be shown from three aspects:the recognition of customers on their products, the operating income and profit margin, and situations of marketing teams, while the strength of product innovation capability could be judged from the innovation spirit of enterprise managers, enterprises innovation circumstance, and the situation of enterprise innovation team.2. Small and micro cultural enterprises are restricted by the features of highly centralized managerial authority, single products and services, small scope and output, and few employees. Based on the analysis and demonstration, this thesis draws a conclusion that the product innovation capability limited by the enterprises scale is just the roots of survival and development for small and micro cultural enterprises, while the innovation spirit of enterprise managers is the core embodiment of the enterprise vitality.