A Research Of Business Development Strategy For Shanghai C Company Based On Niche Theory

As an important force in promoting China’s economic development, small and medium-sized enterprises often encounter some severe problems such as premature mortality, lack of competitive advantage in their business development. Although Niche strategy is a competitive strategy for SMEs, but they will still face a tough question to keep niche competitive advantages in the process of implementation. Shanghai C Company is facing this problem in its business development. Taking C Company as a case study, the purpose of this paper is to propose solutions to promote C Company’s business development and provide certain significance for similar SMEs based on analyzing its business development strategy by applying niche theory and enterprise competence theory.Firstly, this paper systematically expounds the niche theory and enterprise competitive advantage theory, which provide a theoretical basis for C Company’s strategy choice and implementation. Secondly, in order to provide realistic basis for strategy choice and implementation, this paper deeply analyzes C Company’s business development situation and product market competition; dissects the problems and reasons in its business development. Finally, this paper puts forward the business development niche strategy and specific implementation plans based on the niche theory.This study has certain reference value for the development of SMEs.