A Research On The Development Strategy Of Shanghai Jinggong Group

As a new power that leads the transformation of industrial structure in China,Cultural and Creative Industries have become the pillar industry for the economy of Shanghai.Cultural and creative industrial parks provide the space and carrier for the industry,playing a major role as the industrial cluster and focal point.A state-owned enterprise,Shanghai Jinggong Group Co.,Ltd.(the Company)develops and operates cultural and creative industrial parks in central districts of Shanghai.Having been an active player for over a decade,the Company has established its reputation and brand in the industry.Yet the Company also faces a number of challenges brought about by increasing market competition externally and its own bottleneck internally.Through a comprehensive analysis of the Company's current circumstances,this study aims to formulate the future development strategy,enhance the effectiveness of the company's management decisions,and thus to clarify the strategic goal,direction and method;and thereafter,to finally further raise the company's reputation and strengthen its influence in the industry nationwide.This study employs PEST,Michael Porter's Five Forces Model,value chain analysis,SWOT,and others to systematically analyze and summarize the present market environment,internal resources,and the core competence of the Company,which features six advantages including first-mover advantage in cultural and creative industry park development,location advantage and capital advantage.However,it has also been proven competitively weak in five aspects such as resources,organizational mechanism,and industry concentration degree.Building upon the comprehensive analysis,the study sets up the Company's overall development strategy,generic competitive strategy and functional strategy.Setting expansion as the main company objective,Shanghai Jinggong Group Co.,Ltd.deploys the “One Body Two Wings” Development Model,positioning industrial parks as the main body,and industry services and cultural finance as the two supporting wings.Considering the current conditions of the industry and the company,the study outlines strategy implementation and safeguard measures from six aspects: increase the scale and quantity of industrial parks,form industry agglomeration effect,improve park industry services,update financing tools,enhance branding and develop talents.