Research On The Development Strategy Of Jinjiang Literature Palace

With the development of the national economy,the cultural industry development is becoming faster and faster.The rapid development of information technology and Internet Applications expedite the development of network literature industry.In 2015,the domestic network literature market has reached 7 billion RMB,and it is expected to reach 9 billion RMB in 2016 in terms of the overall market size.Chinese network literature industry can be seen as a highspeed development stage industry.Jinjiang Literature Palace,as a representative of the development of Chinese network literature website,its development process can basically reflect the development of China's network literature industry in some degree.This study will take Jinjiang Literature Palace as the research objective.By sorting out the development process of Jinjiang Literature Palace,this research could clarify its development process and status quo.Also,by analyzing its contemporary situations inside and outside,the future development strategy and implementation outline for further development could be made.This dissertation adopts literature research,survey research and comparative research method.Based on literature review of strategic researches at home and abroad,combined with Michael Porter's five force model and other related development strategic research theories,the theoretical basis of this study is formed.Based on the study of competition strategy researches and practices by the experts and scholars,the factors and their structures which could influence the development strategy of Jinjiang Literature Palace can be concluded,combined with the situations it facing.Through the objective analysis of the external environment and internal conditions of Jinjiang Literature Palace,the measurement and evaluation of these strategies would be studied.According to the conclusion of this study,combined with the facts and conditions of Jinjiang Literature Palace,development strategy is made.To conclude,Jinjiang need to stick to its positioning strategy on female network literature market and to maintain the unique characteristics.Also,using technology and management innovation to reduce the cost and achieving the multi-aspect expansion.Furthermore,countermeasures are proposed to solve the potential problems during the implementation of these development strategies.