Research On The Value Creation Strategies For Chinese Traditional Craftsmanship Through Internet Technologies For SMEs

Focusing on the Traditional Craft industry,this thesis proposes,through a qualitative and theoretical approach,a value proposition model and associated Internet technologies for traditional SME to increase their value creation on the Chinese E-market.More especially it aims at accessing and empowering the strength of craftsmanship through the many E-commerce opportunities of the Chinese market in the context of a value driven business model.E-commerce is one of the key feature of trade and development in China.However,Chinese crafts and craftsmanship small local businesses aren't often ready for such competition and thus lose the opportunities inherent to the Chinese and global e-market.Indeed if political,legal and social environments are moving toward a broader support to craftsmanship,following the advocacy of a "renewal of the spirit of craftsmanship" in the 13th plan,local craftsmanship,traditional or creative,remain underdeveloped.The present paper addresses mainly two big gaps in the available literature:the lack of studies regarding strategic innovations for crafts producers and the lack of studies regarding the link and opportunities for craftsmanship through E-market and more broadly the mass use of internet in traditional crafts producers' business models.This paper aims henceforth at facilitating the set-up of an effective yet original value creation strategy with crafts as its core component.My take on the subject,drew from a diverse literature and top-down analysis is that E-market entails unique opportunities,namely community building,fast communications capabilities,effective distribution channels such as E-platform,customization toolkit and third parties booming market.To take advantages of those opportunities,crafts producers should embrace new internet technologies in order to share,create and enhance their value proposition on a larger market.To seek low cost leadership would betray the inherent values of crafts and destroy their brand image.E-market is a hypercompetitive market and some key value creation strategy innovations are needed in order to make crafts competitive,alive and booming again in China.