区域文化差异、企业战略与文化产业成长性关系研究——来自传媒类上市企业的证据

Research of Relationships with Regional Cultural Difference,Enterprise Strategy and Growth of Cultural Industry

本文基于沪深两市传媒企业2007-2014年的数据,考察了区域文化观念、企业战略与企业成长性的关系。研究表明:营销战略对企业成长性具有显著影响,相对于战略保守的企业,进攻型战略更有利于企业成长;区域文化观念具有负向调节效应,区域文化发展水平越高,越不利于营销战略激进型企业的成长。

Based on the Shanghai and shenzhen two city media enterprise data in 2007-2014, the article examines the relationship with the concept of regional culture, enterprise strategy and enterprise growth.Studies have shown that marketing strategy has a significant influence on the enterprise growth, relative to the defensive strategy of enterprise, the aggression strategies is more advantageous to enterprise growth;Regional cultural concept has negative regulating effect, the higher the level of cultural development, the less conducive to the growth of the marketing strategy of the radical enterprises.