The Enterprise Competition Strategy Choice Based On The Enterprise Niche Theory

Modern enterprise competitive environment has become increasingly dynamicand complexly, is hard to forecast. At present, when enterprise make strategy choiceis still very big uncertainty, being short of the systematic train of thought and themethod of science, being apt to in a passive position and falling behind in developing,bring about development strategy error. Under such a premise, in order to helpenterprise to make strategic choice, the paper has comprehensively analyzed theselection method of tradition development strategy and put forward a new model ofmaking strategy choice on account of enterprise niche. This paper has mainlycompleted the following work：(1)The paper has redefined and measured the enterprise niche and analyzed theenterprise niche width. The enterprise niche overlap has been decomposed into theenterprise niche overlap between enterprise which reflecting the competitive levelbetween enterprises and the enterprise niche overlap within enterprise whichreflecting the competitive level in the industry. Enterprise niche intensity has beendecomposed into the dimensions of scale and technology, and the DEA method hasbeen used to evaluate it.(2)To determine the competitive position of enterprises in the market, the paperhas put forward the three-dimensional model of enterprise, by measuring theenterprise niche breadth, the enterprise overlap and the enterprise niche strength.(3)The paper summarizes the competitive strategy based on the enterprise niche,discusses the extensive strategy, specializing strategy, separating strategy and theintensity strengthens strategy of enterprise niche at large.(4) To help the enterprises to determine the competitive position of enterprises inthe market, the paper has put forward the selection model of enterprise competitivestrategy based on the three-dimensional model of the enterprise niche.(5)The mobile communications industry has been used as an example to analyze.The concrete problems of enterprise have been resolved and the feasible suggestionsfor the future research have been advised.