A Study On Identification Of Competitors And Competitive Tactics Based On Business Niche Theory

The competition in companies is so fierce and the competitive environment is so complex, that the competitor identification becomes more and more important and difficult. However, some Chinese enterprises still do it at a venture, without the systemic process and scientific method, which often leads to the improper competitive tactics and passive competitive position.In order to identify the competitors effectively and optimize the competitive tactics, this paper goes to study with Competition Theory, Enterprise Niche Theory, and the competitive characteristics of the enterprises in China. Based on the analysis of niche overlap and niche intensity, the new definition of competitor is given. With the analysis of demand-based and supply-based approaches of competitor identification, the paper proposes a new approach, in which we judge the companies' niche intensity after judging their niche overlap. To judge niche overlap, the ecological niche overlap formulas are used in calculating one-dimension and multi-dimension business niche overlap. To judge niche intensity, the paper establishes the business niche intensity evaluation index system, from three areas: adaptability, viability and evolution and use fuzzy method to get result. Next, an empirical demonstration is given to validate the approach.On the basis of the result of identification, the paper divides the competitors according to the niche overlap and niche intensity, and put forward the business niche separation tactics, including three dimensions of time, space and target market;and business niche aggrandizement tactics, including three aspects of organizational study, creation and synergetic evolution.I hope this paper could contribute lightly to domestic business niche theory in quantificational and practical fields, and also offer a reference for the enterprises.