Research On The Development Model Of Small Microcultural Enterprises

As an important part of cultural enterprises and cultural industries,The Small and Micro Cultural Enterprise makes outstanding contributions to enrich cultural supply, activates cultural market, enhances the industry grade, and eases the employment pressure. On August 20, 2014, The Ministry of Culture, Ministry of Information Industry and the Ministry of Finance formulate the “Opinions on supporting the development of the Small and Micro Cultural Enterprises”, from this, The Small and Micro Enterprises access officially the spring of reformation and development.The research on the Small and Micro Enterprise's development mode has theoretical and realistic significance. From the theoretical sense, it can promote merging the Theory of Management of Cultural Industry and Management of Enterprises, it also can deepens the research on theory of The Small and Micro Cultural Enterprises; From the realistic sense, it can activates cultural market, eases the employment pressure, satisfied consumers' demand, and enhances cultural innovation.In the first chapter, the author discusses the concept of The Small and Micro Enterprise. It refers to a type of business organization in which the number of employees less than 100, while culture, creativity and talented person as the fundamental, It also produce the cultural products or services by using the science and technology to make a profit. In addition to, the author defines the concept of development mode. This mode is the generalization of successful enterprises development mode, It generalizes enterprises' management, operation, competition and culture in development road or growth process. In the second chapter, the author discusses the enterprises' feature and development problems. For example, it has some features such as small scale, capable leadership, single but professional business, flexible operation, high depends on intangible capital, and high-added-value cultural products. Meanwhile, the enterprise also faces many problems, for example, financing difficult, brain drain, weak competitiveness and so on. In the third chapter, the author uses PEST to analysis the enterprises' external macro environment opportunities, which are mainly related to political, economic, social, technological aspects. In the political environment opportunities, our government can guide the development of the enterprise, help to solve the shortage of funds and provide the public services. In the economic environment opportunities, The Small and Micro Enterprise must find the gap in the market immediately, and precise the target market. In term of social environment opportunities, based on the concept of culture and cultural needs of residents, the enterprises innovative product development, It also can establish a new partnership to attract talent. In term of technological environment opportunities, the enterprises use the new-media, big-data to expand marketing channels. In the fourth chapter, the author summarizes five kinds of development modes of The Small and Micro Cultural Enterprise.These modes are the Custom Mode, the Channel Docking Mode, the Witkey Mode, the “Reticular” Mode and the Patent Mode. This chapter, focus on each development mode's characteristic. The Custom Mode's feature are targeting the “Long Tail”, meeting consumers' demands, marketing precision; the Channel Docking Mode's key point is channel, it uses channel to affect production; the Witkey Mode utilizes the Internet Thinking and Internet Platform to complete the online-transaction; the “Reticular” Mode's feature are reticular talent, reticular management, reticular marketing; the Patent Mode center for the patent, and extending the industrial chain. On this basis, the author also uses many business cases to discuss the five kinds of modes.