企业战略对企业经营发展有着纲领性意义和重大影响,其在本质上是保障企业获得

最大利润的途径和手段。面对竞争日益激烈的新市场格局,企业想要取得竞争优势和稳

健发展,就必须认真分析当前形势,正确定位,准确进行市场预测,对企业自身优势资

源进行合理配置和调整,研宄和制定一套科学合理的企业发展战略,以提高自身相对于

其他竞争对手的实力。21世纪以来,文化的产业属性越来越强,世界各国对文化产业日

益重视,文化产业成了重要的支柱产业。我国十六大报告中明确提出要积极发展文化产

业,由此推动了文化产业发展的新时期,许多省市都把文化产业的发展作为重点任务来

抓。文化产业的发展离不开相关行业企业的推动,为此研究文化产业企业的发展战略意

义重大。

本文依据文化产业、战略管理相关基础理论,运用文献分析、案例分析、实地调查

等研宄方法,结合战略分析工具,以A文化产业投资公司为例,在分析其内外部环境的

基础上对其发展战略进行了选择和定位,制定了总体战略、分阶段战略和业务层战略,

并提出了战略实施的保障措施。论文旨在通过研宂,为A文化产业投资公司的战略制定

提供指导和帮助,为其他文化产业企业的战略选择提供参考。

关键词:文化产业;发展战略;战略实施

Abstract

Enterprise Strategy has programmatic significance and significant impact of for the busin

ess development, in essence, it is the way and mean to protect the enterprise to obtain the max

imum profit. In the face of an increasingly competitive market structure, if the company wants

to gain a competitive advantage and steady development, it must carefully analyze the curren

t situation, have correct positioning, accurate market forecasts, allocate and adjust the resourc

es of the enterprises, research and development a scientific and rational enterprise developme

nt strategies, so that it can improve their competitive strength. Since the 21st century, the cultu

re industrial property has been growing, the countries around the world are paying attention to

the cultural industries, so the cultural industry has become an important pillar industry. We ha

ve proposed to develop the cultural industry explicitly in the report of 16,this promotes the de

velopment of cultural industry actively in new era, many provincial cities take cultural industr

ies as a priority task. The development of cultural industries is inseparable with the promotion

of relevant industries and enterprises. So there has great significance to study the developmen

t strategy of the cultura】 industries.

According to culture industry and strategy management theory, the thesis takea A culture

industry investment company for a case, it selects and posits the development strategy, develo

ps its general strategy, and points stage strategy and business layer strategy,and proposes the

guarantees measures of strategy implementation based on the analysis of the external environ

ment of the A company, it also uses literature analysis, case analysis,field survey, research me

thod, and combines strategy analysis tool. The aim is to provide guidance and assistance for A

cultural industry investment company through the research of the strategy, and provide a refe

rence for strategic choice of other cultural industry enterprises.

Key words: Cultural industry; development strategy; strategy implementation