| With the development of the economy,people pay more attention to the prosperity of spiritual culture while improving their material living standards.Therefore,in order to strengthen the diversity of spiritual culture and meet the needs of the public,the state began to vigorously support the cultural industry.As the foundation of intangible cultural heritage and its industrial development,the intangible cultural heritage industry is an important part of the cultural industry.The intangible cultural heritage industry promotes the creative transformation and innovative development of Chinese traditional culture,which is an important opportunity for Chinese culture to go global.It can not only better enhance Chinese cultural soft power,but also provide a new impetus for the economic development of related industries.At present,in the face of changes in the internal and external environment,how to combine the characteristics of intangible cultural heritage with the needs of The Times,drive the transformation and upgrading of the cultural industry through technological innovation,and improve the market competitiveness and influence of enterprises has become a key research topic in today’s society.This paper studies the development strategy of FYM enterprise by using strategic management theory.Firstly,the PEST Analysis,Michael Porter’s Five Forces Model and External Factor Evaluation Matrix are used to sort out the opportunities and threats of the external environment.Secondly,Internal Factor Evaluation Matrix and other theoretical methods are used to sort out and analyze the advantages and disadvantages of enterprises’ core competitiveness.The SWOT analysis is used to analyze and study the advantages and disadvantages of internal factors and the opportunities and threats of external factors.Finally,on the basis of comprehensive analysis,the most suitable development strategy of the enterprise is discussed,its strategic positioning,vision and objectives are determined,and specific implementation plans and strategic safeguard measures are formulated.Through the research,enterprises should constantly adjust the product structure and marketing strategy in the development process,so as to enrich their own marketing channels,form a diversified operation situation,and form a new growth point when occupying emerging markets,so as to enhance the core competitiveness of enterprises.On the other hand,the enterprise will choose the ST diversification strategy and carry out the phased strategic objectives in stages,so as to provide reasonable and effective mechanism guarantee in the functional management,provide strategic support for the sustainable and healthy development of the enterprise,help the enterprise to build the development objectives and compete in the fierce market at home and abroad. |
