Study of Niche Marketing Strategy
|School||Ocean University of China|
|Keywords||Niche market Niche marketing Market positioning Target market segmentation|
With the advance of science & technology and development of society, market-oriented economy shows features and trends as follows: Demands of customers is more and more individual supported by the abundant materials and strong technology force, so the contradiction of mass manufacture and differentia needs is more acute; The period from development, manufacture, maturation of a kind of product to being replaced by the newer one is shortening, and change of need is accelerating, which make market competition keener all over the world; The "price war" resulting from similar product, position and target market makes many industries in difficulty; Enterprise’ s marketing resources including men power, capital, materials, sale, management, technology and so on are more and more rare while facing of globalizing market. How to adapt to the above features and trends of market economy is the problem focused on by numerous managers and marketers. Niche marketing strategy can resolve this problem effectively. Niche marketing refers to the strategy by which enterprise, as a marketer, chooses a more narrowly defined group whose needs are not being well served as its professional service target, in order to avoid competing with strong rivals directly, and its core is segmenting target market, professional position, and different strategy. From the definition we know that an enterprise who adopts niche marketing strategy can get rid of malignant "price war" , avoid drastic competition, and form core competence.This thesis expounds fully on niche marketing centering on implementing niche-marketing strategy. Niche marketing, quite different from the traditional one, has unique advantages. This thesis expatiates on the theory background, practice background of niche marketing strategy and the enterprises being fit for niche marketing strategy. And this thesisemphasizes on practice of niche marketing strategy, which consists of choice and establishment of niche market, and niche marketing mix (4P’ s: product, price, place and promotion). In addition, the problems should be concerned in the process of niche marketing are mentioned. At last, this thesis takes BINGMATE as an example to illustrate application in practice.