Based On Niche Marketing Strategy Of Smes In China Development Research

Niche marketing is a marketing strategy that is adapted to the market environment at this stage, and suit for our SMEs(small and medium-sized enterprises).Niche marketing has been used abroad for a very long period of time, almost every major multinational companies have a history of niche ,and niche marketing strategy has been or is being implemented by many the domestic enterprises. With the growing importance of the development of SMEs and their roles in the expression of national importance to continuously strengthen SMEs, on China's SMEs how to develop is a very worthwhile research topic.Through the studies of many domestic and foreign enterprises'cases, The author of the paper presents that China's SMEs should base on niche marketing strategies to survive and develop. In this paper, the author first expatiates a detailed exposition of the theory related niche marketing, and provide a theoretical basis and security for the implementation of niche marketing, then basing on the analysis of the specific situation of SMEs, summes up the steps to implement niche marketing and content for China's SMEs.The main purpose of this paper is to provide an idea and a choice for the development of China's SMEs through the study and analysis of niche marketing. The idea of researching this paper is to promote at various levels based on theoretical explanation and conducted the actual operation of China's SMEs. The main contents include the following four parts :The first part is the background information and significance of the topic which explains the current research and development trends of the niche marketing, as one of the theoretical basis of this paper.The second part is the theoretical foundation of this paper. After Clearly defined the definition of SMEs at home and abroad , the author detailed the characteristics and role of SMEs. This part also introduces the related elements on niche marketing : niche, nicher, niche market niche marketing and so on,and gives a detailed description of the important theory involved in the implementation of niche marketing, which includes the goal of the STP marketing theory, the core competitiveness theory, virtual management theory and customer relationship management theory.The third part of this paper is a transition. This part detailedly analysis the problems of China's SMEs and the development environment of present then points out that entering niche markets is the inevitable choice for the SMEs to develop to survive, and for proofing this in the final part the author quotes many successful domestic and foreign cases of using niche marketing strategy.The fourth part is of the key elements of this paper. This component is the summary on the base of the first and the second part, mainly introduces how China's SMEs implement niche marketing strategy, including the choice of steps and patterns of niche markets, the key Islamic of niche marketing strategy—specialized ,the three must addressed issues of implying niche marketing strategy --to create, expand and protect niche markets.Creative points in the paper lies in: STP marketing is a prerequisite for the implementation of niche marketing, and Core Competitiveness, Virtual Management, Customer Relationship. Management is security and the main content of the implementation of niche marketing for SMEs.