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Choice and Implementation of Enterprise Niche Strategy Based on the Supply Chain Partnership

Author: LiuYongDa
Tutor: WangZuo
School: Ocean University of China
Course: Business management
Keywords: Enterprise niche strategy Supply chain partnership Riskavoidance mechanism Mechanism of enhancing niche competitiveadvantage
CLC: F272
Type: Master's thesis
Year: 2013
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As the market continues to improve and mature, the competition seems to become the game among large enterprises. How to enter the market and grow in the cracks of the large enterprises is a realistic problem faced by SMES. Enterprises using market gap to achieve competitive advantage, and relying on the unique resources and capabilities to provide products and services to the customer. The spread of the theory of niche strategy provides a feasible development strategy for small and medium-sized enterprises. However, niche strategy can not guarantee business success, the enterprise is also affected by many internal and external factors.In this paper, from the angle of the supply chain partnership put forward the mechanism to avoid the risk of niche strategy. In the cooperation mechanism, the integration and utilization of internal and external resources by enterprises, laid the foundation for the implementation of the niche strategy. With the help of cooperation mechanism, enterprises can acquire, integrate and utilize internal and external resources, which is significant to the niche strategy. At the same time, the supply chain partnership cultures the competitiveness of the niche enterprise, and continuously consolidates and creates new niche markets.Firstly, this paper analyzes the niche strategy, supply chain partnership and the competitiveness of enterprises, which provide a theoretical basis for the research.Secondly, through the analysis of environment, it proves that the niche strategy is helpful to the SMES’s growth. At the same time, the paper points out the existing problems of niche strategy and enterprises need to continuously enhance their own competitiveness in order to realize the strategic objective.Thirdly, the article points out the main risks facing the enterprise niche strategy. In order to overcome the niche strategy risk, it puts forward the mechanism risk based on the SCP. Based on the principal-agent mechanism, trust mechanism, integration mechanism and feedback mechanism, enterprises can effectively avoid risk. The SCP can also promotes the innovation of enterprise competitiveness such as the integration of resources, customer relationship, dynamic competitiveness and information integration, which are important for the further development of niche strategy.Finally, the article analyzes the implementation process of the enterprise niche strategy, provides innovative ways to choose a niche business, to win the niche competition and promote the niche strategy development.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise planning and management decision - making
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