| Summary: | 碩士 === 大葉大學 === 事業經營研究所碩士在職專班 === 97 === Among intense competition, enterprisers have to put emphasis on the discovery and position of their markets. Besides, in the aspect of products and service, moving forward in the step of cultural innovation, they should find out competitive characters better than their contenders’. Eslite Bookstore, as a case study of this paper, is probed that how they can create competitive advantage with market position and cultural innovation in such an intense competition. In the 90’s, innovation, qualified by acceptance of certain amounts of customers, has been the root of competitiveness for enterprisers, who thoroughly explore new ways of service and new goods. This study is conducted by the strategy of Michael E. Porter (2001) and my definition of cultural innovation. Facing challenges, though, Eslite Bookstore sees into potential demands of customers, adopts effective and “dynamic” strategy of market position; practicing in the path of cultural innovation and focusing on the extension and adjustment of their profitable events. Not only do they meet general demands, but they also meet practical and mental demands of general public. Hence, Eslite Bookstore has become an important cultural landmark in Taiwan. By studying the market position and successful strategy of cultural innovation, Eslite Bookstore is worthy of reference resources. In the end of this paper, conclusion and recommendation are presented.
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