The sharing economy strategy of creative clusters

As the internet technology is developing in the modern society and economy, work and life is no longer limited in the traditional working space. Besides, the bleakness of personal income and employment has made the business startups an alternative choice. However, with the limited business scale and investment, micro companies, SOHO groups and small studios have to first consider how to improve marketing and promote their businesses by cutting costs, sharing experience, integrating advantages or horizontal alliances. As the researching subject of the study, creative clusters are operated based on sharing, which is the key of sharing economy. Through collecting companies and brands, the creative clusters redistributes and reuse resources to make economic benefits. The field survey of case study and the deep interview were adopted as the researching methods. Based on the grounded theory, the study analyzed the resource sharing modes among the business starters, and explored how to form the sharing economy strategy of the creative cluster, with the expectation to provide a reference on operational strategy-making to the later-comers in future.