Small And Medium-sized Enterprise Competition Strategy Research Based On Niche Theory

Small and medium-sized enterprises (SMES) play a very important role in promoting social and economic development in our country, but there are two in every three SMES going bankruptcy in market competition. According to investigation, the reasons are as follows:It may be caused by inaccurate positioning, just making competition strategy in isolation; or it may be lack of complete consideration of its niche in ecological system, which is just limited to pure competition relationship between low-level malignant competition; or having not taking good advantage of external resources but only depending on its own endeavors to obtain sustainable competitive advantage. Based on the present situation, this paper tries to use theory of Ecological Niche to re-examine the development of small and medium-sized enterprises strategy and competition behavior, by using the theory of Niche to analyze the problems encountered in the process of development of small and medium-sized enterprises in China, for the purpose of providing new methods for small and medium-sized enterprises in the fierce market competition.This article is divided into five parts. The first part is the introduction, which including a brief introduction to research background, an idea that use the Niche Theory to analyze and formulate competitive strategy of small and medium-sized enterprise and its research significance, and presentation current research status and concept and methods. The second part is the theoretical basis, briefly illustrating Ecological Niche Theory and Strategic Theory, and introducing several core concepts and development stage of Ecological Niche Theory and Strategic Theory. The third part is the analysis of advantages and disadvantages in the competition environment of small and medium-sized enterprises. The fourth part is about ecological competitive strategy of small and medium-sized enterprises, which is also the focus of this paper, including positioning and decision-making of small and medium-sized enterprises, the selection of niche dimension indices, and niche competitive relationship model, and putting forward several niche competitive strategies. The fifth part is the empirical analysis, hoping it can be of great help for the small and medium-sized enterprises to make strategies.