NJ Culture Group Development Strategy Research

Nowadays,global economic structure is undergoing profound transformations.Cultural industries manage culture using industrialized means and methods,incorporate cultural creation and transmission into the orbit of the economy and form an industrial chain and industrial structure different from other industries.As a sought-after sunrise industry,with high growth rate,high profit margin and strong radiating and driving abilities for other industries,cultural industries gradually become one of the pillar industries of national economies in various countries of the world.In recent years,thanks to the increase of national policy support and rapid growth of national economy,China’s cultural industries have taken the road towards rapid development and alignment with the world.Along with the future development trend of cultural industry,how cultural enterprises in China shall adapt to the market and realize transformation has become a weighty issue that affects the survival and development of these enterprises.Relying on the assets,policies,platforms and other advantages of state-owned enterprises,NJ Cultural Group,as a large state-owned municipal cultural enterprise,succeeds in restructuring itself in a short period after establishment and soon grows into a comprehensive cultural industry group with 5 billion yuan assets.However,with the advent of cultural creativity and the era of "Internet+",the cultural spending habits of public have gradually changed.The overall development pattern of cultural industries begins to change and exert a strong impact on NJ Cultural Group,which lays more stress on lines of business in traditional cultural industries.Currently,although NJ Cultural Group maintains stable earnings and development ability,the potential of sustainable development seems limited.It is urgent to expand to a new business form and realize the transformation of development strategies as soon as possible,to make the group a leading cultural enterprise within the province,with nationwide influence.Based on NJ Cultural Group as the research object,this paper adopts theoretical knowledge and approaches related to strategic management,introduces and analyzes the basic situation,internal and external environment of NJ Cultural Group using PESTL model,Porter’s Five Forces model,BCG matrix analysis method and SWOT analysis tool etc.,sorts out the advantages and disadvantages,presents an optimized and improved strategic management pattern that fits for the group’s sustainable development.In this paper,the author first analyzes the general situation of development of cultural industries at home and abroad,as well as in the city of NJ Cultural Group,judges opportunities and challenges brought about by the macro environment,advantages and disadvantages in the use of internal resources,summarizes corresponding strategies and finally comes to a conclusion of this paper,namely,aimed at the core issue of inadequate development ability in the new business form field represented by cultural creative industries,by consolidating and deepening the original primary business,NJ Cultural Group should focus on implementing a centralization strategy,i.e.,to develop cultural creative industries,supplemented by a differentiation strategy,i.e.,to rely on the Internet as the carrier,implementing a co-opetition strategy,i.e.,to fully work in tandem with private cultural enterprises,to achieve the goal of strategic transformation.Meanwhile,in this paper,a correlation analysis is also conducted on the organizational guarantee for the group’s implementation of strategies and relevant risk points.