Research On Small And Micro Cultural Enterprises Strategic Management

Our national GDP has long been growing,but its growth rate has been on the decline since 2007;the outbreak of Covid-19 since the beginning of 2020 has aggravated the slowing down of economic growth,and the macro economy might even face a risk of short-term recession.As a sunrise industry,the cultural industry has observed a consistent long-term growth against the odds,with a higher growth rate than the GDP growth,and a growing value-added rate in GDP year by year-making the task of "making the cultural industry a pillar of the national economy" achievable by the end of the year 2020 during the final inspection of the Thirteenth Five-Year Plan.Small and micro cultural enterprises are at the bottom of the cultural industrial structure and are highly susceptible to economic fluctuation due to their own fragile economic attribute:furthermore,they’re facing a huge risk given the background of the slowing down of macro-economic growth and the possibility of a short-term recession.How to implement self-rescue and outperform the market is thus a vital topic the small and micro cultural enterprises are facing.This paper uses X Chime Culture Development Company(X Chrime Company for short)as a study object,guided by strategic management theory,utilising strategic analytical model like value chain and Ansoff Matrix,to analyse its main business of production and marketing of chimes and to evaluate its external environments and internal conditions.According to the analysis,this paper proposes the strategy of market penetration and market development,the strategy of "diversification and not operation",and the strategy of fragmentation competition at the level of the company;and proposes the strategy of focusing on marketing,research and development design at the level of functional department.Based on these strategies,this paper proposes specific strategic implementation measures,including comprehensively improving management awareness and capability,building three foundational conditions(perfecting corporate operation system,improving research and development design capability,and attracting external funds),two main functional strategies(developing marketing system aimed at sales expansion,perfecting product development system aimed at differentiation)and other functional strategies(enhancing policy participation rate,optimising purchasing and product costing,improving human resources management system,reinforcing intellectual property management,and taking precautionary measures of legal risks).Based on the mentioned,making necessary strategic deployment accordingly.Based on the analysis of this paper,we hope to help X Company’s strategic transformation and outperform the market,and also to offer referential values to the strategic transformation of the small and micro cultural enterprises.