| Under the background of the fast economic development and new political normality,cultural industry has become an emerging industries which reflects characteristics of era of information technology and knowledge economy in today’s world.Cultural development,cultural power is a long-term national policy in our country,and the national macro policy and municipal policies are encouraging and supporting the development of cultural industry whose development has been faster than many traditional industries and is expected to support national economic development as an emerging industry in the future.As the enactment of law of "the People’s Republic of China SME promotion law ",about the implementation of supporting small micro cultural and creative enterprise development,and as one of the most active market main body and a crucial part of the cultural industry,SME will meet a new time for development.The enterprises constantly explore new territory,release the innovative power,active the cultural market,and stimulate the vitality of cultural industry.Under the above background,as a leader among small and medium cultural enterprises,the chain bookstore formerly known as JRYD returned to the "bookstore +" mode in 2014,practicing the experience economy,and completed the leap of "quality" —from a single bookstore to a landmark cultural space with its unique business model and brand connotation.The more diversified and hierarchical demands of cultural consumption market have put forward new challenges to the experience sense and individualization of cultural and creative products and cultural services.Although Y Company has maintained a relatively steady development at present after the successful transformation and business model innovation,but competitors many and powerful,its profitability,financing and expansion capabilities are limited.Therefore,it is urgent to optimize the competitive strategy based on the internal and external environment.This paper is based on the current development trend of my country’s cultural industry and the development status of small and medium-sized cultural and creative enterprises,guided by the theories of cultural industries,small and medium-sized enterprises,and competitive strategies,taking company Y as the research object,using PEST,Porter’s five forces model,and EFE matrix to analyze Y Conduct research on the external macro environment and competitive environment that the company faces,comprehensively sort out the external development opportunities and challenges of Y company;analyze the core capabilities of Y company’s marketing,human resources,and finance,and use the IEF matrix to summarize its internal development advantages and Disadvantages: re-select its matching competitive strategy based on the analysis results of SWOT and QSPM models.Finally,the conclusion of this article is formed:choose a differentiated competition strategy,provide a warm cultural space,unique cultural and creative products and diversified cultural services with a novel business model,and achieve a differentiated business operation route from other small and medium-sized cultural and creative enterprises,let Y The company expands its market share in the cultural industry market and improves its core competitiveness.The implementation measures include differentiated marketing strategies,differentiated operating models,exploring new financing models,and optimizing human resource management mechanisms.According to the re-selected competition strategy of Y company,relevant safeguard measures were formulated in four aspects: operation,capital,manpower,and culture.In order to realize the strategic goal of small and medium-sized cultural and creative enterprise Y company : "highlighting the main brand,multiple sub-brands at the same time;serving a more subdivided group of people,diversified and hierarchical to meet people’s constantly updated cultural needs;CD opened a total of 17 stores within three years,During five years,the net profit will be positive,the market share will increase to 50%,and will become the leader of small and medium-sized cultural and creative enterprises."... |
