What is niche marketing theory?

∩踔?? Good mother? The change of business philosophy of enterprises, especially small and medium-sized enterprises, is the subjective reason for the prevalence of niche marketing. Enterprises become rational and pragmatic in the cold reality. They no longer despise small products and small markets. On the contrary, they are willing to work hard and go all out as long as they are commensurate with their abilities. Advantages of niche marketing niche marketing has the following advantages: 1 The target market of enterprises adopting niche marketing is small and single, which is convenient for enterprises to conduct market research. The purpose of market research is to provide accurate and reliable basis for enterprise decision-making: the acquisition of these basis depends on the collection and scientific analysis of market information. Because narrow marketing focuses on small market, it greatly reduces the complexity of target market research; Market research can be carried out in a short time, and the cost paid by enterprises is also small, such as narrow product line, single geographical distribution of target market, strong consistency of market purchase behavior, etc., which is easy to gain advantages and grasp the realization of research objectives. Effective analysis of these marketing determinants will help enterprises understand the market deeply, so as to take "short, flat and fast" actions, enter the market quickly and reduce the promotion cost. 2, the use of gap marketing, easy for enterprises to strengthen customer service management. On the basis of studying the target market, enterprises can grasp the behavior of the target market and the immediate needs of consumers, and deeply realize that the needs of customers are exactly what enterprises must meet. In this way, enterprises can carry out product development and business adjustment according to customers' requirements. Moreover, because the narrow marketing activities are concentrated in a small market, even if the enterprise spares no effort to provide services to customers, the overall operating cost of the enterprise will not be greatly improved. Therefore, gap marketing has become a powerful weapon for most enterprises, especially small and medium-sized enterprises. 3. Enterprises that use slit marketing can easily grasp the marketing objectives. The marketing goal of an enterprise is not that the bigger the better. In a certain period of time, it must match the internal resources of the enterprise, which is conducive to controlling the marketing objectives and development direction of the enterprise. The control of an enterprise's own marketing objectives depends on its strength and position in the market. Including; The market share of enterprise products, the brand loyalty of customers and the status of enterprise information systems are all related to the core elements of enterprise products based on the market. Because niche marketing is conducive to market research and market information resources, as well as brand loyalty established by effective service to the target market, enterprises have reason to have confidence in the early market share of their products. The balance strategy formed by the enterprise's grasp of marketing objectives and the comparison and balance of internal resources makes the enterprise inseparable from the market and achieves a good marketing situation. What are the criteria for choosing a niche market? The author believes that an ideal niche market must meet the following five conditions: large enough. The market should be large enough to meet the scale and purchasing power needed for the survival of a small and medium-sized enterprise; Small enough. The market should be small enough for powerful competitors to turn a blind eye to it; Deep enough. The market should be deep enough to make the development of enterprises have no worries about space for a long time; Enough to match. The ability and resources of the enterprise are adapted to the conditions needed to provide quality services for the market; Enough credibility. In this niche market, the existing reputation of enterprises should be enough to fight against competitors. Basic types of niche markets Generally speaking, there are five types of niche markets that SMEs can develop: natural niche markets. In order to pursue economies of scale, many large enterprises generally adopt the mode of production with few varieties and large quantities, which naturally leaves small and medium-sized enterprises with a "narrow zone" where many large enterprises are difficult to get involved. These "gap areas" are natural niche markets. Many small and medium-sized enterprises choose these natural niche markets to operate and grow without competing with large enterprises. Cooperative niche market. For large enterprises that produce complex products, it is impossible to make every process meet the requirements of economies of scale. In order to maximize profits or save costs and avoid the disadvantages of "big and complete" production system, large enterprises cooperate with external enterprises, which provides living space for small and medium-sized enterprises, that is, cooperative niche markets. For example, there are 248 Japanese Toyota companies that have awarded contracts, and these 248 companies will award contracts to more than 4,000 companies for the second time. Patent niche market. Small and medium-sized enterprises with patented inventions can use intellectual property rights to prevent large enterprises from getting their hands on their patented technologies and infiltrating into their product markets, thus forming a patent niche market conducive to the growth of small and medium-sized enterprises under the protection of the legal system. For example, Good Boy Group is the largest manufacturer of baby strollers and children's bicycles, starting with the current patents in China. Since the birth of the first patented stroller in 1989, the "good boy" has followed the patent and thrived under the protection of the patent. Potential niche market. In reality, there are often some social needs that are only partially met or not fully met at all or are gestating, which constitutes a potential market demand space, that is, a potential niche market. For example, in the computer industry, competition can be described as swords and swords, and new products are constantly emerging. However, the widely used data exchange needs from several megabytes to hundreds of megabytes are ignored by the majority of computer manufacturers. Deng Guoshun, president of Netac Technology Co., Ltd., saw this potential social demand and invented a small (thumb-sized) mobile storage-U disk, which set off an industry revolution. Of course, the company has achieved rapid development through this. Replace niche markets. Professor Porter, a famous American enterprise strategist, made a rigorous analysis of competitors and concluded: "The best battlefield is the market segment where competitors are not fully prepared, adaptable and less competitive." The weakness of the other side is our ideal attack point. The so-called weakness refers to the difference between the means and methods adopted by competitors to meet the needs of consumers in this field and the highest satisfaction of consumers, and the needs of consumers are not well met. This is the market opportunity that "he can replace it". If an enterprise has the ability to provide products or services that satisfy consumers more than its competitors, that is, it can effectively attack competitors' weaknesses, then this market can be its own target market, which is the application of the idea of "avoiding reality and being empty" in market competition strategy. Toyota is positioned in the American small car market, but this market is not without rivals. Volkswagen's small cars are very popular. Toyota hired an American survey company to conduct a detailed survey of Volkswagen users, and fully grasped the advantages and disadvantages of its competitors. On the basis of market research, Toyota accurately outlines a target market divided by demographic and psychological factors, and designs an American Japanese car that meets the needs of American customers. With its advantages of compact appearance, economy, comfort and stability, and convenient maintenance, Toyota Corolla finally knocked on the door of the American market and entered the road to success. Application of niche marketing Some enterprises have spontaneously applied niche marketing strategies, established their own business fields, and achieved certain results. However, it is worth noting that niche marketing is not omnipotent, and its application is conditional. Although improper application may lead to short-term profit growth, it may lead to the decline or even exhaustion of long-term income of enterprises. It is generally believed that the application conditions of niche marketing mainly include the following points; 1, the market has enough scale or purchasing power, so it may be profitable; 2. The market has growth potential and will not shrink in the short term; 3. The enterprise has the skills and resources to meet the market demand and can effectively serve the market; Enterprises can rely on the established customer reputation to defend their position and resist the attacks of competitors. The above content means that if an enterprise decides to enter a niche market, this niche market must be able to provide a series of possible living environments for the foothold and development of the enterprise, that is, the niche market has the possibility of becoming the target market of the enterprise. Although many enterprises can explore and try to use niche marketing, the key points and key steps of its application are different under different market environment, product competition and product promotion strategies. There are usually two situations in niche marketing. 1. For small and medium-sized enterprises wishing to enter new markets, the common problems are: (1) Enterprises don't know much about entering the market, such as market potential, users' demand preferences, and competitors' marketing methods. (2) The image and reputation of the enterprise itself are not recognized, recognized or accepted by consumers, and its popularity among peers is low; (3) The finance of an enterprise is restricted by the investment income, and if it is attacked by a big competitor, it may be forced to withdraw from the market. In contrast, the advantages of small and medium-sized enterprises are: strong market adaptability and quick action to enter or exit the market. The above situation makes it necessary for small and medium-sized enterprises to use the methods and means of market analysis to screen the market information summarized by management system, book customer service and VCD production management, and formulate corresponding strategies to give full play to their own advantages. When analyzing the market, we should pay attention to the following points: (1) Where are the customers (customers); (2) the strength of product users; (3) How does the purchase amount of product buyers change? (4) What kind of service do repeat customers really need; (5) What kind of promotion method is adopted. The above analysis mainly believes that in order to enter a relatively unfamiliar niche market, small and medium-sized enterprises must, in addition to the necessary external conditions, select the market through strict market analysis, set goals and serve with all their strength in order to compete for a considerable market. 2. For large enterprises that pay attention to developing markets and guiding the increase of purchases, the focus of niche marketing is different. Generally speaking, the problems faced by large enterprises that want to adopt niche marketing may be: the market tends to be saturated under the impact of many competitors; Product development deviates from the development trend of technology; It is difficult to quickly change its product structure and corporate culture. Therefore, in niche marketing, it is best to: (1) investigate customers who use the same and similar products; (2) Find out the customers who are not using the products of this enterprise at present, but may use the products of this enterprise; (3) Make full use of existing products (lines) to develop new products; (4) Looking for emerging markets. Among them, (3) is the key point that large enterprises should pay attention to. With the help of the technological advantages of large enterprises, developing new products can easily form a niche market that other competitors can't do. In this respect, American 3M Company can be regarded as an example. This company, which mainly produces films, adhesives and gums, has successfully developed a transfer film to replace aircraft paint by using its own core technology after encountering competition from many manufacturers such as photographic negatives and tires in the market. Large aircraft manufacturers and airlines are very popular, so they have effectively occupied this market. It should be noted that because niche marketing is generally concentrated in a narrow market, when the market demand changes due to some influence, or when facing the strong frontal attack of competitors, the sales volume is easy to fluctuate, resulting in a sudden decline or even elimination of profits. In order to prevent the exhaustion of these basic points and increase the survival opportunities of enterprises, once conditions permit, enterprises should pay attention to developing a variety of basic points to fill the vacancy and avoid the risk of a single niche market. In fact, the growth and expansion of enterprises are mostly formed through this combination of "product-market" with multiple competitive advantages. A paradox about niche marketing is that niche marketing is the patent of small and medium-sized enterprises, which is actually a specious paradox. Let's look at a few examples first: Johnson & Johnson's strength has obscured people's ideas and strategies that it is also looking for a niche in a niche. In fact, the history of Larsen, the fifth chairman and CEO, is the history of continuous strengthening, optimization and integration of Johnson & Johnson's internal business. He has made the business of each subordinate company more subdivided and specialized, and is more targeted to the market. Johnson & Johnson has become the sum of several companies doing business in niche markets. Coca-Cola Company has set up a large enterprise around canned tea and coffee in Japan. These products are sold through vending machines, with iced coffee in summer and canned hot drinks in winter. In order to strengthen market development, Coca-Cola Company introduced its leading brand Georgia canned coffee beverage sold in American market to Japan. In fact, the phenomenon of relying on niche market to bring rapid growth to some small and medium-sized enterprises, as well as the characteristics of high profit, rapid growth and strong core competitiveness in niche market, have attracted the attention of many large companies that used to despise niche market. More and more large companies are competing to set up small business units to serve various niche markets, which is a scene in today's market. Therefore, while enjoying the benefits brought by the niche market, small and medium-sized enterprises should always be prepared to protect the niche market they have developed.