T公司利基市场战略研究

发布时间：2018-01-01 09:28

本文关键词：T公司利基市场战略研究　出处：《中国海洋大学》2015年硕士论文　论文类型：学位论文

【摘要】：本文以T公司为研究对象,通过对利基理论的研究,深入分析利基战略,寻找T公司与利基战略的契合点。本文分析了T公司的行业现状以及存在问题,并通过SWOT分析法对T公司内外部市场竞争环境充分分析,寻找解决T公司当前存在问题的方法。本文在利基理论和企业利基战略案例实践基础上,提出通过实施利基战略以解决T公司当前存在的问题,并确立了详细的T公司利基战略实施的具体方案,包括如何进行市场定位、确立利基市场、利基产品设计、利基产品的营销方式以及T公司执行利基市场战略执行所需要的一系列保障措施。中小企业行业经验少,根基薄弱,在市场竞争中,困难重重,无优势可言。本文旨在通过利基战略理论帮助弱小企业在市场竞争中找到适合自己的市场策略,取得生存与发展。中小企业从市场需求出发寻找尚未被发现的缝隙市场.再通过合理布局,开发针对性强并且有市场潜力的差异化产品,通过专业化经营利基产品,使得利基企业取得核心竞争力,迅速占领缝隙市场。保证利基产品的品质、提升服务水平、形成可持续性的强劲竞争优势,中小企业才能够避免同质化竞争,最终运用智慧与策略取得胜利。
[Abstract]:This paper takes the T company as the research object, through the research on niche theory, in-depth analysis of niche strategy, to find a meeting point of T company and the niche strategy. This paper analyzes the status quo of T industry and the existing problems, and method of analysis of T company's internal and external environment of market competition charge through the SWOT analysis, finding solutions to T company's current problems of the method. Based on the niche theory and enterprise niche strategy case on the basis of practice, put forward through the implementation of niche strategy to solve the existing problems of T company, and established the specific implementation details of the T niche strategy, including how to market positioning, establish market niche, niche product design, a series of security measures of niche product marketing and T executive niche market strategy implementation needed. Small and medium-sized enterprises of industry experience, the foundation is weak, the competition in the market, difficult, no Advantage. This paper aims to help the weak enterprise niche strategy theory to find a suitable market strategy in market competition, obtains the survival and development of SMEs. Starting from the market demand for niche market has not yet been found. Through the reasonable layout, the development of targeted and differentiated products market potential, through professional operation the niche niche products, enterprises' core competitiveness, and quickly occupied the market gap. Ensure niche product quality, improve service levels, the formation of the sustainability of the strong competitive advantage of small and medium-sized enterprises to avoid the homogenization of competition, the ultimate wisdom and strategy of victory.

【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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