Sustainability and Strategies of Chinese Creative SMEs

Abstract

Nowadays, in an eco emphasizing new-energy and green economic, creative industry become one of the priority industries for development. This paper, in perspective of sustainable advantage, attempted to discuss the major factors of creative SMEs and their strategies by survey of creative SMEs in Guangzhou, China. The results reveal that, 1) creative SMEs are facing different factors between short-term and long-term; 2) because of the specific advantage resources and capability of each creative SME, there are three main strategies, production strategy, marketing strategy and investment strategy; 3) creative SMEs have to dynamically switch or extend strategies during transiting from short-term into long-term, long-term sustainability of SMEs should be with multiple strategies or business models.