Adaptation of Cultural Product Entrepreneurs in Digital Economic Age

Abstract

Entrepreneurs of local intellectual handicrafts are affected by technological changes, so they need to adjust their forms and methods of operation in order to be competitive in the digital economy system, in which sellers and buyers need significant adaptation to e-commerce. In doing so, sellers can gain broad access to buyers, enabling fast economic development. Moreover, applying digital technology to create business values, increase business efficiency and abilities to compete in work, cost reduction, and increasing customer satisfaction serves as a channel for trading and exchanging existing products or services. According to review of literature concerning intellectual-involved business, entrepreneurs tend to pay attention to marketing communication: storytelling, backgrounds, and lifestyles in the form of digital contents benefited by social media. Also, there are differentiating and distinguishing products and services, use of innovation and technology to produce goods and services to create advantages, cost reduction, alliance building, collaborative networks to enhance productivity and promote customers' participation in the design and development of products and services, taking into account the needs of customers to build competitiveness, focusing on the use of technology as well as continual work improvement. All the issues discussed here are applicable as a model for business adaptation and development of intellectual product entrepreneurs later.