摘要
小微企业是景德镇陶瓷文化创意产业的重要组成部分,其对激发陶瓷产业活力,推动区域经济发展发挥了重要作用。借鉴路江涌教授提出的"用户、组织、市场、产品"战略四要素分析框架,对景德镇小微陶瓷创意企业的创业过程进行了比较深入地分析。根据精益创业阶段小微陶瓷创意企业的创建和成长特点,研究认为,小微陶瓷创意企业在创业过程中应在天使用户的获得、现有竞品的应对、最小可行产品开发、口碑营销、单点突破等五个方面重点把握,这样才能在市场竞争中培育竞争优势。
Small and micro enterprises are an important part of Jingdezhen creative ceramic cultural industry. They play an important role in stimulating the vitality of ceramic industry and promoting regional economic development. Based on Professor Lu Jiangyong＇s analysis framework of ＂user, organization, market, and product＂, the entrepreneurial process of Jingdezhen small and micro creative ceramic enterprises was analyzed in depth. Considering the characteristics of the creation and growth of the small and micro creative ceramic enterprises at the stage of lean entrepreneurship, this paper suggests that small and micro creative ceramic enterprises can foster their competitive advantages in their entrepreneurial process by focusing on the following five aspects： the acquisition of angelic users, the response to existing competitive products, the development of the minimum viable product, the word-of-mouth marketing, and the single point breakthrough.
作者
李海东
熊恒庆
唐沿源
LI Haidong;XIONG Hengqing;TANG Yanyuan(School of Management and Economy,Jingdezhen Ceramic Institute,Jingdezhen 333403,Jiangxi,China;Business School,Changzhou University,Changzhou 213164,Jiangsu,China)
出处
《中国陶瓷工业》
CAS
2018年第5期27-32,共6页
China Ceramic Industry
基金
景德镇市2015年社科规划一般项目"新常态下景德镇小微陶瓷创意企业创业与创新研究"
关键词
小微陶瓷创意企业
创业过程
陶瓷文化创意产业
共演战略
small and micro creative ceramic enterprise
entrepreneurial process
creative ceramic cultural industry
co-evolution strategy
