A Case Study On The Development Strategy Of "Youju +" Makerspace In The Post-pandemic Era

Ever since the brand-new concept of "Mass Entrepreneurship and Innovation" was first proposed in September 2014,quite a number of "makers" sprung up in China.At the same time,thanks to the strong support and promotion of the government,the makerspace has developed rapidly."Youju +" makerspace(hereinafter referred to as "Youju +"),the research object of this thesis,is also one of them.As one of the third batch of national registration of the makerspace,"Youju +" has successfully transformed from a small enterprise focusing on games to a professional makerspace incubating game enterprises and teams.However,the COVID-19 pandemic has struck the whole society with a heavy blow.Affected by the new macro environment,such as new policy,economy and market,lots of makerspaces are sliding into crisis,even facing bankruptcy.Under such a situation,it is urgently needed for "Youju+" to develop new strategy to suit post-epidemic period challenge.The case section of this thesis describes in detail the development history of "Youju+" makerspace,from the beginning to the transformation and development,and then to different stages in the post-epidemic era,and presents the strategic dilemma it is facing now.In the case study section,this thesis uses theories related to strategic management to analyze the external environment of "Youju+",using tools such as GPEST,Porter's five forces model and draws out the opportunities and threats it faces,pointing out that the opportunities mainly come from the uncertain environment and the threats mainly come from foreign competition.The opportunities are mainly from the uncertain environment and the threats are mainly from the external competition.Then we analyzed the internal environment of "Youju+" from the perspective of resources,capabilities and core competencies,and summarized its advantages and disadvantages,including the advantages of the founder's capabilities and resources,the advantages of the service team's professionalism,the advantages of personalized value-added services and brand awareness.The disadvantages include the lack of depth of service,the strong dependence of the space on the founder,the traditional model,and the strong dependence on offline physical space.Based on the detailed analysis of the internal and external environment of "Youju+",the SWOT strategy matching tool is applied to analyze that the strategy "Youju+" should adopt is a differentiation strategy,abandoning the basic services of comprehensive crowdsourcing spaces and highlighting its own advantages.The thesis further uses the Blue Ocean Strategy tool to analyze that its differentiation should be reflected in international cooperation,professional game market forecast,game organization marketing,and personalized consulting services.Finally,the thesis discusses the key issues of differentiation strategy implementation,mainly including optimizing internal management and improving project incubation efficiency,expanding market boundaries,customer groups and product/service content scope,and strengthening international cooperation.