Research On Niche Competition Strategy Implementation In Private-owned Exhibition Companies

The exhibition industry has got great development since the reform and opening-up. The structure forms of exhibition companies have been becoming more and more diversified with the marketization after China became the member of WTO. Under this situation, more and more private-owned exhibition companies have sprung out and developed rapidly, becoming one of the most important composition in China's exhibition industry. Tremendous professional exhibition companies with different structure forms, such as state-owned companies, private-owned companies and joint ventures, have come out besides the trade promotion organizations and all kinds of associations. Among all the market subjects, private-owned exhibition companies have become the main force in the exhibition industry.Although private-owned exhibition companies in most cities account for 85% in quantity, most of them are small-sized, weak and resources-shorted. At the same time, the special exhibition industry system of our country makes private-owned exhibition companies compete with other companies in a unfair environment. As a matter of fact, most of the private-owned exhibition companies in our country are in a dilemma because of bad operation. Many researchers have found that niche market strategy is the only choice for the middle-sized and small-sized companies, the author think niche market strategy can be also used by the private-owned exhibition companies to achieve success and get sustained development in such a fierce competition.The highlight of innovation of this graduation thesis is that the author connects niche market strategy with private-owned exhibition companies for the first time after doing deep research on the feature of niche market strategy and characteristics of exhibition industry, which can be used for reference by private-owned exhibition companies when they are draw up and operate their develop strategies. In the second chapter, the paper summarizes the niche market strategy and its related theories, and sketches research situation and tend of the niche market strategy theory in home and abroad; in the third chapter, the paper respectively introduces how the exhibition industry came into existence and developed in our country and in the world, and introduces the develop situation of private-owned exhibition companies in our country; in the fourth chapter, the paper analyzes the necessity of niche market strategy operation in private-owned exhibition companies, then analyzes the possibility of niche market strategy operation in private-owned exhibition companies from three aspects: specialization trend, monopolization extent and customer's satisfaction degree, in the fifth chapter, the paper studies how private-owned exhibition companies should implement niche market strategy according to three steps: enter, occupy and magnify the niche market; in the last chapter, the paper take a private-owned exhibition company in Guangzhou for example to prove the author's standpoint in the former chapters.