景德镇小微陶瓷创意企业创业过程研究

Entrepreneurial Process of Small and Micro Creative Ceramic Enterprises in Jingdezhen

小微企业是景德镇陶瓷文化创意产业的重要组成部分,其对激发陶瓷产业活力,推动区域经济发展发挥了重要作用。借鉴路江涌教授提出的"用户、组织、市场、产品"战略四要素分析框架,对景德镇小微陶瓷创意企业的创业过程进行了比较深入地分析。根据精益创业阶段小微陶瓷创意企业的创建和成长特点,研究认为,小微陶瓷创意企业在创业过程中应在天使用户的获得、现有竞品的应对、最小可行产品开发、口碑营销、单点突破等五个方面重点把握,这样才能在市场竞争中培育竞争优势。

Small and micro enterprises are an important part of Jingdezhen creative ceramic cultural industry. They play an important role in stimulating the vitality of ceramic industry and promoting regional economic development. Based on Professor Lu Jiangyong＇s analysis framework of ＂user, organization, market, and product＂, the entrepreneurial process of Jingdezhen small and micro creative ceramic enterprises was analyzed in depth. Considering the characteristics of the creation and growth of the small and micro creative ceramic enterprises at the stage of lean entrepreneurship, this paper suggests that small and micro creative ceramic enterprises can foster their competitive advantages in their entrepreneurial process by focusing on the following five aspects： the acquisition of angelic users, the response to existing competitive products, the development of the minimum viable product, the word-of-mouth marketing, and the single point breakthrough.