The Research On The Enterprise Market Strategy Model Based On Niche Theory

In 2014 the central economic work conference, "the new normal" as a sober judge the economic situation of the CPC Central Committee General Secretary headed by Xi Jinping and important definition, has the decisive significance to the future macroeconomic policy orientation. At present, enterprises are in a highly volatile market environment, enterprises are facing not only the problem of competition from rivals, also comes from individual economic rivalry, the increasingly fierce competition requires enterprises in making strategic positioning and strategic planning, must be quick, efficient and based on their own advantages. In order to solve this problem, scholars have proposed the ecology, the ecology of the system level and the coordination of evolutionary view the introduction of enterprise’s strategic management field using the niche and the niche evaluation theory as the basic theory research.At present, the core of enterprise innovation has been improved from benefit to improve the ability of resource allocation. Construction industry is the optimal allocation of resources is the most complex and most urgent. Starting from the strategic perspective based on resource, this paper takes the construction services industry as the research background, selection of Sichuan Province in the A Building Science Research Institute as the research object, to explore the specific application of niche theory in the development of the enterprise market strategy, and based on the theory of niche market strategy model, to help the A Academy of building research competitive the advantage in the fierce competition in the market environment.First of all, the paper on the basis of learning and understanding of related enterprise market strategy theory and enterprise niche theory, using SWOT strategic analysis tools of a Research Institute of building science marketing strategy present situation and faced in the development of the market opportunities and challenges are systematically analyzed, and classic market strategy STP model on the market strategy of a Research Institute of building science is summarized.Secondly, the resources of strategic management research perspective based on, using niche theory to construct the market strategy model based on Niche Theory and taking a Construction Science Research Institute as the object of case analysis.At the end of this paper, market strategy model based on the establishment of, a Construction Science Research Institute of strategic marketing planning strategies put forward in the paper, from the perspective of market segmentation, target market selection and market positioning, of emphasizes the core of a Research Institute of building science market strategy is based on the niche, to achieve the enterprise market positioning of the transformation, transformation of the concept of the operation of the market and corporate image positioning change.Paper through the study of the present status of the enterprise niche reflects the core competitiveness of enterprises, niche trend marks the enterprise’s survival and development ability, brings to the enterprise competitive advantage. At the same time, enterprise niche status will affect the market strategy choice and activity, is established according to the niche market strategy more helps the enterprise to implement effective development.